OriginCo
Email infrastructure & deliverability overhaul
99.9%
Deliverability rate
↓ 96%
Spam complaint rate
↓ 78%
Support tickets (email-related)
£265K
Annual support cost saving
The challenge
Transactional emails — order confirmations, dispatch alerts — were landing in spam, creating cascading customer service load.
OriginCo is a fulfilment partner for 120+ e-commerce brands, sending over 800,000 transactional emails per month. Deliverability had degraded over 18 months as their IP reputation suffered from a domain misconfiguration. Dispatch alerts and order confirmations were landing in spam folders — creating a wave of 'where's my order' support tickets that cost the business £340K annually in excess support staffing.
Our approach
Deliverability audit
We audited SPF, DKIM, and DMARC configuration, IP reputation across 14 blacklists, bounce handling, and list hygiene practices. The root cause was a DKIM misconfiguration introduced 22 months earlier that had slowly degraded sender reputation.
IP warming strategy
New sending IPs were warmed over six weeks using a volume-ramping strategy, segmented by email type (transactional vs. marketing) and recipient engagement tier.
Zero-downtime migration
Migration from the old sending infrastructure to the new stack ran in parallel for four weeks. Traffic was shifted 10% at a time as deliverability metrics confirmed each batch was performing. No client was aware a migration had taken place.
“The migration was completely invisible to our clients — which is exactly what you want from infrastructure work. The results were not invisible.”
Tom Achebe
VP Technology, OriginCo
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