A few weeks ago, a brand reached out to me in panic. Their email performance had dropped sharply, and the Google Postmaster Tool showed a Low domain reputation. With Black Friday & Cyber Monday right around the corner, they couldn’t afford this issue.

After analyzing their email setup and list health, I found the main cause — no segmentation. They were sending emails to their entire database, including inactive and unengaged users, which was hurting their sender reputation.

The Fix:
I immediately created engagement-based segments from their database and guided them to send campaigns consistently for at least one month — but only to the segmented, active audiences.

The Result:
Within just a month, their domain reputation improved from Low to Medium (see Image 2), and their open and engagement rates started climbing again — just in time for BFCM.

This experience reinforced one key lesson:
Segmentation isn’t just about targeting — it’s about protecting your deliverability and building trust with inbox providers.