Lustery

For a subscription platform, transactional email isn't optional — a password reset or account notice that lands in spam turns into a support ticket or a lost member.

That risk is amplified in adult content, where recipients report even properly opted-in emails as spam far more often than average, dragging down domain reputation for every email type at once.

Lustery came to MailSoar with exactly that problem: authentication issues, no subdomain segmentation between transactional and marketing traffic, and too many dedicated IPs relative to its actual sending volume — a combination that let negative engagement on the marketing side pull critical password-reset emails into spam.

At the time, Lustery was sending under 2M emails/month through ExpertSender.

Lustery's case is a negative-engagement reputation collapse, hitting transactional and marketing email alike:

• Authentication issues: gaps in the domain's authentication setup left every sending source under-protected and easier for mailbox providers to distrust.

• No subdomain segmentation: transactional and marketing traffic shared the same sending reputation, so complaints generated by marketing email dragged critical messages — including password resets — into spam along with it.

• Too many dedicated IPs for the actual volume: the IP pool was oversized relative to real sending volume, diluting the engagement signal on each IP and making it harder to build a solid reputation on any of them.

• High spam and unsubscribe rates inherent to the content type: due to the nature of the emails, recipients frequently reported them as spam despite having legitimately opted in, compounding the reputation damage.

The concrete result: an inbox placement rate of only 25% and a unique open rate of 8% — including on password-reset and account emails that members actively needed to receive.

MailSoar segmented Lustery's emails by subdomain by type — transactional versus marketing — so that password resets and other vital notifications were no longer exposed to marketing-driven reputation risk.

Mandatory email validation was added to the signup form, and members were given the option to immediately unsubscribe from any form or non-vital communication rather than report it as spam.

The oversized IP pool was consolidated into a single IP until volume justified adding more, and a proper engagement-based warmup was run on top of the new setup.

With transactional and marketing traffic isolated, members reliably receive the account emails they need — password resets included — regardless of how the marketing program performs.

Giving members a clear, immediate way to opt out of non-vital email also cuts spam complaints at the source instead of just managing their downstream effects.

Five-plus years into the partnership, Lustery has resumed its full marketing program at scale while maintaining pristine deliverability and compliance.