Ecommerce - Beauty - B2C
Ogee
Discover how MailSoar fixed Ogee's Klaviyo deliverability issues, tripling email performance and restoring inbox placement to 98%.
Talk to a deliverability expertInbox Placement
Unique open rate
Ogee is a fast-growing, US-based clean and organic beauty brand, known for skincare and makeup formulated with plant-based ingredients. Ogee came to MailSoar with a deliverability problem that surfaced right after migrating to Klaviyo: low open rates on both manual campaigns and automations, directly hurting sales, with no clear read on what had caused the drop. At the time of this engagement, Ogee was sending on Klaviyo at a volume of roughly 10M emails/month — a scale at which email is a primary, not secondary, revenue channel.
- Industry
Ecommerce, Beauty.
- Challenge
Post-Migration Deliverability Drop.
- Solution
New subdomain, database cleaning and re-segmentation, warmup restart, automation audit and fixes, BIMI + Apple Verified Mail implementation.
- Outcome
Email performance up 3x within a few months, with a similar increase in ROI.
Restoring inbox placement turned email back into a reliable revenue driver: performance tripled within the first few months, with ROI increasing at a similar rate. Five years on, Ogee still relies on MailSoar to keep deliverability healthy and to advise on an email program that has become core to the brand's growth.- Duration
Initial recovery 3 months, now an ongoing project.
10M / month
Inbox Placement
Unique open rate
IP / Domain reputation
Ogee is a fast-growing, US-based organic beauty brand, sold primarily through eCommerce.
Ogee came to MailSoar with a deliverability problem that surfaced right after migrating to Klaviyo: low open rates on both manual campaigns and automations, directly hurting sales, with no clear read on what had caused the drop.
At the time of this engagement, Ogee was sending on Klaviyo at a volume of roughly 10M emails/month — a scale at which email is a primary, not secondary, revenue channel.
Ogee's case is a textbook post-migration deliverability collapse, compounded by a diagnostic blind spot:
Unclear root cause after a platform migration: deliverability issues appeared after moving to Klaviyo, without the internal team being able to pinpoint what had changed or why.
• Hidden negative engagement: once inbox placement collapsed, it became impossible to see which specific sends were driving complaints — spam placement was masking the real culprits.
• Faulty automations: a subset of automated flows turned out to be generating outsized negative engagement, quietly dragging down domain-wide reputation.
• Unsegmented, stale audience: campaigns and automations weren't segmented by recent engagement, so long-inactive subscribers kept diluting performance and reputation signals.
The concrete result: an inbox placement rate of only 20% and a unique open rate of 13% — email was effectively invisible to most subscribers, with a direct hit to revenue for a brand built on email-driven sales.
MailSoar ran a 3-month recovery plan:
• an initial audit,
• a new sending subdomain,
• a database cleanup and re-segmentation,
• and a fresh warmup — pausing and selectively restarting automations to isolate and fix the ones driving negative engagement.
The engagement also included implementing BIMI, with Ogee's logo Apple-verified for maximum inbox visibility.
What we did
How MailSoar helped Ogee Recover from a Post-Migration Deliverability Drop and Triple Email Marketing Performance
In 4 steps
-
Deliverabiity Audit - Find
A full audit to pinpoint the root cause of the deliverability drop, followed by a clear recovery plan presented to Ogee's team, with checkpoints in place to track progress along the way.
-
Infrastructure fix and automation audit - Fix
MailSoar implemented a new subdomain, cleaned the database, and re-segmented by recent openers before restarting a proper warmup. Automations were paused and selectively restarted to reveal — and fix — the ones quietly driving negative engagement, previously hidden by spam placement.
-
Expansion and re-engagement - Grow
Once back in the primary inbox, MailSoar worked with Ogee to grow the active audience, reach a wider share of subscribers, and run re-engagement tactics to clear the backlog of non-openers.
-
Ongoing monitoring and compliance - Run
MailSoar now monitors, reports on, and troubleshoots deliverability on an ongoing basis, while keeping Ogee's infrastructure aligned with current best practices — including BIMI and Apple Verified Mail for added visibility and security.
We came to MailSoar to help with our deliverability. We were so happy with their work on this, that we have continued to work with them for the past year to monitor our deliverability and to act as trusted consultants for a very important email marketing program. Our email deliverability metrics have drastically improved since starting with MailSoar. As a result of this email performance and revenue improved drastically.
The results
Measurable email performance improvements
Frequently asked
Why can automations quietly damage deliverability after a platform migration?
Once inbox placement collapses, negative engagement from specific automated flows becomes invisible — spam folder placement hides which sends are actually driving complaints. That's what happened at Ogee after migrating to Klaviyo: pausing and selectively restarting automations was the key step that revealed the faulty flows, part of a 3-month recovery that took inbox placement from 20% to 98%.
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
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