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Client's Previous Situation

BetterHelp, a leading online mental health platform, faced significant email deliverability challenges that were affecting their ability to engage users effectively.

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The Challenge

BetterHelp needed to identify and resolve the underlying causes of their low inbox placement rates, inconsistent open rates, and declining engagement in trigger-based email workflows.

Specific challenges included:

  • ✅ Authentication & Domain Reputation Issues: SPF, DKIM, and DMARC were not properly optimized, leading to poor sender trust.
  • ✅ Low Open Rates in Key Campaigns: Sequences had open rates as low as 13.6%.
  • ✅ Spam Complaints & Filtering Issues: Many emails were being flagged by ISPs, resulting in lost engagement opportunities.
  • ✅ List Segmentation & Cleaning: High bounce rates and outdated segmentation strategies were harming email performance.

Our Approach

To improve deliverability, we conducted a full audit and implemented four MarTech-powered solutions:

1. Email Authentication & Domain Reputation Fixes

We optimized SPF, DKIM, and DMARC, using tools like GlockApps and Google Postmaster to monitor inbox placement and sender trust.

2. Seed Strategies & Domain Warm-Up Process

Gradual sending and seed list testing helped rebuild reputation and improve inbox performance.

3. List Segmentation & Engagement-Based Targeting

We removed inactive contacts and used behavior-based segmentation to prioritize engaged users.

4. Workflow & Content Optimization

We A/B tested subject lines and CTAs to optimize engagement and avoid spam filters.

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The Results

After implementing these strategies, BetterHelp saw a dramatic improvement in email performance:

✅ Inbox placement increased from 68% to 94% within 60 days.

✅ Open rates improved by 45%, with sequences like Remote Counselors and Regain US reaching nearly 50% open rates.

✅ Spam complaints dropped by 70%, improving domain and sender reputation.

✅ Higher engagement across automated workflows, leading to increased user retention and conversion.

 

💡 Conclusion

 

By leveraging advanced MarTech tools, data-driven insights, and seed-based warm-up strategies, BetterHelp successfully transformed its email deliverability and engagement strategy.

The improvements not only ensured that emails reached their intended audience but also strengthened user interactions and conversions—ultimately maximizing the effectiveness of their HubSpot email marketing efforts.

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