Case Study: Email Deliverability Problem Solving

TLDR: Brianna Reagan Art, Inc. hired me to update some back-end settings to increase the deliverability and other marketing email stats.

Client Introduction

Brianna Davis is a fine artist and illustrator based out of Fairbanks, Alaska. Her business, Brianna Reagan Art, Inc., offers either custom fine art creation or logo and other professional visuals design for companies.

Brianna returned to Bespoke Digital Solutions for help after we resolved a super frustrating webmail situation for her in 2023.

The Challenge

Brianna reached out because she was unexpectedly experiencing lower deliverability and open rates on her marketing emails.

The Solution

Upon hearing about her issue, we immediately thought about the new DMARC requirements Google and Yahoo had implemented just a few weeks before she contacted us. Although email marketing platforms bombarded their customers with news of this change, it’s not something that would prompt the less-techie to realize action was required on their part.

The steps I took are below:

• Updated their custom domain’s DNS settings to include new or updated records:
  • DMARC
  • DKIM
  • SPF
• Took steps within their Wix account to authenticate their custom domain email address as a sender

As with the first project we completed for Brianna, this one also qualified as ‘tedious tech’ since it primarily involved back-end domain settings, at least one chat with Wix technical support, and checking the status of her DNS settings multiple times over a couple of weeks. (Domain settings can take up to several days to update on the back-end.)

The Impact

The best parts about this project are the lasting impacts for Brianna and her business! To name a couple:

• She has confidence that her emails will reach more people on her list.
• Her emails have shown higher open and click rates since the new DNS settings took hold.