--- title: "Lustery" id: "22583" type: "case_study" slug: "lustery" published_at: "2026-09-08T07:58:00+00:00" modified_at: "2026-09-14T13:21:33+00:00" url: "https://www.mailsoar.com/case-studies/lustery/" markdown_url: "https://www.mailsoar.com/case-studies/lustery.md" excerpt: "Discover how MailSoar fixed critical transactional email deliverability for an adult content platform, taking inbox placement to 99%." taxonomy_esp: - "ExpertSender" taxonomy_industry: - "Adult" - "Publishing" taxonomy_issue: - "Bad Sender reputation" - "Email infrastructure" - "Low open rates" - "Spam Placement" --- Adult - Content & Media platform Platform - B2C # Lustery Discover how MailSoar fixed critical transactional email deliverability for an adult content platform, taking inbox placement to 99%. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site?utm_source=google&utm_medium=search&utm_campaign=casestudy) Inbox Placement 25%99% Unique Open Rate 8%40% In BriefLustery is a subscription-based adult content platform, distinguishing itself with authentic, real-couple content rather than studio productions. It sends a mix of transactional notifications and marketing emails through an integrated platform, ExpertSender. IndustryAdult - Content Platform - Subscription-based. ChallengeRebuilding deliverability under heavy spam-complaint pressure. SolutionSubdomain segmentation by email type, mandatory email validation at signup, immediate unsubscribe option for non-vital email, IP pool consolidation, engagement-based warmup. OutcomeNo more transactional email deliverability issues, Inbox placement up to 99%. DurationRecovery took a few months; ongoing client for 5+ years. < 2M emails / month Inbox Placement 25%99% Unique Open Rate 8%40% IP / Domain reputation BadHigh The ClientThe ChallengeThe Diagnosis 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. ## What we did ## How MailSoar has helped Lustery fix transactional email deliverability In 6 steps 1. 1**Identification of the source of spam and negative engagement** A full audit traced the reputation damage back to authentication gaps, unsegmented traffic, an oversized IP pool, and structurally high spam-complaint rates tied to the content type. 2. 2**Signup form protection and a clear marketing opt-out** Mandatory email validity verification was added at signup, alongside a clear option for members to opt out of marketing communications from the start rather than reporting them as spam later. 3. 3**Segmentation of emails by type** Transactional and marketing emails were separated by subdomain, so negative engagement on one side could no longer put critical account notifications at risk on the other. 4. 4**Warm-up on the marketing side** The dedicated IP pool was consolidated down to a single IP until volume caught back up, and a proper engagement-based warmup was run to rebuild marketing-side reputation on clean footing. 5. 5**Addition of more automation based on user behavior** Behavior-based automations were introduced to keep marketing emails relevant and timely, supporting engagement rather than working against it. 6. 6**Maintaining progress and deliverability** Ongoing monitoring to keep deliverability and compliance pristine as Lustery continues to grow its marketing program. [https://trustfolio.co/en-GB/profil/mailsoar-hr0DVt0nk/reference/j1khsRbjVZ](https://trustfolio.co/en-GB/profil/mailsoar-hr0DVt0nk/reference/j1khsRbjVZ) [in](https://www.linkedin.com/in/sarah-meisinger/) [Sarah Meisinger Marketing Director, Lustery](https://www.linkedin.com/in/sarah-meisinger/) > We wanted to increase our deliverability and inbox placement as well as test and optimise our transactional email flows and newsletter targeting. MailSoar was able to diagnose and fix our deliverability issues quickly. Being in the adult industry, having top-notch inboxing puts us ahead of the competition. Beyond the fix, MailSoar helps us maintain our deliverability and supports us in executing our marketing goals, e.g., testing campaigns and promotional e-mails for us, with the best chances of success. [https://trustfolio.co/en-GB/profil/mailsoar-hr0DVt0nk/reference/j1khsRbjVZ](https://trustfolio.co/en-GB/profil/mailsoar-hr0DVt0nk/reference/j1khsRbjVZ) ## The results Measurable improvements in email performance and deliverability. 25% 99% Inbox Placement 8% 40% Unique Open Rate Bad High IP / Domain reputation ## MailSoar at a glance MailSoar is an international email deliverability consultancy specializing in inbox placement, sender reputation, email authentication and email infrastructure. 25 Experts Senior deliverability consultants 500+ Clients In 20+ countries 4.9/5 Trustfolio 200+ verified customer reviews **Services**[Find](/services-solutions/deliverability-audit/) (audit) · [Fix](/services-solutions/infrastructure-setup/) (recovery) · [Grow](/services-solutions/recommendation-implementation/) (scaling) · [Run](/services-solutions/ongoing-support/) (monitoring) **Expertise**SPF, DKIM, DMARC, BIMI · IP and domain reputation · Gmail, Microsoft, Yahoo **Platforms**All major ESPs, no platform migration required **Clients**SaaS, e-commerce, finance, publishing, MarTech, high-volume senders [→ Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) [More about MailSoar](/about/) ## Frequently asked Why do adult content platforms face higher spam complaint rates even from opted-in subscribers? Recipients tend to report sensitive or adult content as spam far more readily than other email types, even when they legitimately signed up for it — and without subdomain segmentation, that negative engagement drags down the reputation of every email type on the same domain, including transactional. Separating Lustery's transactional and marketing traffic by subdomain, along with a clearer opt-out path, increased inbox placement from 25% to 99%. Last updated: September 14, 2026 [Voir toutes nos études de cas →](/fr/cas-client/) ## Prêt à rétablir votre délivrabilité ? Un appel offert de 30 minutes avec un consultant senior. Vous repartez avec une solution concrète. [Je réserve un appel](https://meetings-eu1.hubspot.com/pierre-pignault/site-fr?utm_source=site&utm_medium=cta-deliverability&utm_campaign=booking) #### Ready for fast, measurable email performance? Emails in spam, a blacklisted domain, open rates dropping — tell us what's broken and get a straight answer in 30 minutes on how we can help. No commitment. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) [Explore all client case studies →](/case-studies/) #### Ready for fast, measurable email performance? Emails in spam, a blacklisted domain, open rates dropping — tell us what's broken and get a straight answer in 30 minutes on how we can help. No commitment. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) #### Ready for fast, measurable email performance? Emails in spam, a blacklisted domain, open rates dropping — tell us what's broken and get a straight answer in 30 minutes on how we can help. No commitment. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site)