The Challenge
In the past, Follett Content transitioned its email sending to a new hosting platform, but the domain warmup process was not handled correctly. This failure severely damaged the company’s email sending reputation, causing many of its emails to be blocked or sent to spam folders. As a result, Follett’s audience wasn't receiving important communications, which led to a host of other issues. With a new migration to the HubSpot platform planned, the company needed a reliable solution to avoid the same mistake and prevent future deliverability problems.
The Solution
Bluleadz developed a strategic, gradual domain warming plan. The team first identified Follett’s most highly engaged contacts and created a custom schedule to slowly increase the volume of emails sent to these individuals over a 40-day period.
This controlled approach was designed to steadily improve Follett’s sending reputation without raising red flags with email providers. Throughout the process, the team closely monitored HubSpot's internal email health tool.
This careful, hands-on approach, used in conjunction with HubSpot’s automated domain warming feature, provided an extra layer of assurance for a successful transition.
The Results
The partnership resulted in a complete and successful domain warmup. Within the 40-day period, Follett's email health score was strong and its sending reputation was fully restored. The company was able to seamlessly transition their marketing emails to their HubSpot portal and can now confidently send emails without concerns about deliverability or a damaged reputation.
