HRTech - Scale-up

Swile

Discover how MailSoar rebuilt sender reputation for a 5M-email/month HR tech platform on Salesforce Pardot, ending spam placement and lifting opens from 20% to 35%.

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Inbox Placement

50% 95%

Unique Open Rate

20% 35%

In Brief

Swile is a tech unicorn that experienced widespread email deliverability issues on its Salesforce Pardot infrastructure due to a very old, uncleaned user base. They had high bounce rates and globally a non-segmented infrastructure, with the main domain used everywhere. This caused the deliverability issue to spread around and affect the transactional infrastructure. .

Industry: HRTech.
Challenge: Email deliverability issues on Salesforce Pardot infrastructure with high bounce rates.
Solution: We implemented a structured subdomain strategy for each activity, even breaking it down to the type of marketing done on Pardot (one subdomain for onboarding, one subdomain for retention).
Outcome: · 50% → 95% inbox placement
· 20% → 35% open rate.
Duration: 6 months.

~5M emails / month

Inbox Placement

50% 95%

Unique Open Rate

20% 35%

IP / Domain Reputation

Red Green

Swile is a tech unicorn that experienced widespread email deliverability issues on its Salesforce Pardot infrastructure due to a very old, uncleaned user base. They had high bounce rates and globally a non-segmented infrastructure, with the main domain used everywhere. This caused the deliverability issue to spread around and affect the transactional infrastructure.

What we did

Splitting Swile's single shared domain into a structured subdomain strategy by activity ended the cross-contamination between marketing and transactional email.

Discover MailSoar’s recommendations in 4 steps

Initial Email Deliverability Audit

Conduct a comprehensive audit of the existing email infrastructure, database health, sending practices, and deliverability performance. Identify key risks, including bounce rates, sender reputation, authentication, and infrastructure configuration.
Subdomain Implementation & Re-warm-up

Set up dedicated sending subdomains to isolate email streams and protect the main domain’s reputation. Gradually rewarm the new infrastructure by sending volumes under control to rebuild a strong sender reputation.
Audience Reach & Re-engagement

Segment the database by engagement level to prioritize active users and identify dormant audiences. Launch targeted re-engagement campaigns to recover valuable users while reducing inactive and unresponsive contacts.
Managed Deliverability & Monitoring

Continuously monitor deliverability KPIs, sender reputation, bounces, spam complaints, and inbox placement. Provide regular reporting, proactive alerts, and troubleshooting to quickly identify and resolve emerging deliverability issues.

in Lea Marekovic Head of CRM, Swile

Comprehensive support to structure deliverability on an international scale MailSoar audited the Pardot and Braze CRM tools, supported the migration of the main domain to subdomains on Pardot and Zendesk, and provided recommendations to support international expansion. Result: trained teams, a better understanding of deliverability issues, and a more robust strategy for the months ahead.

The results

Inbox placement, open rates, and reputation all recovered, with a re-engagement bonus of the audience Swile already owned but could no longer reach.

50%

95%

Inbox Placement

20%

35%

Unique Open Rate

Red

Green

IP / Domain Reputation

Frequently asked

Why were Swile users no longer receiving the emails that were sent to them?

Swile experienced widespread email deliverability issues across its Salesforce Pardot infrastructure, primarily due to an outdated, poorly maintained user database.
The platform had accumulated a large number of inactive and invalid email addresses, resulting in high bounce rates and negatively impacting the overall sender reputation.