Deliverability & List Cleaning
Inbox placement, sender reputation, and list hygiene - the infrastructure that determines whether your email program is actually working or just appearing to.
An email program can appear to be functioning while delivering less than half its sends to the inbox.
Open rates look normal because the denominator - delivered messages - is calculated against what left the server, not what reached a primary inbox. Sender reputation degrades gradually, then suddenly: one bad send to a stale list, one spike in spam complaints, and the ISPs that handle your recipients' email start filtering your traffic by default. Most deliverability problems are preventable. Most are also invisible until they've already done significant damage.
How We Work
We audit email programs against the full set of deliverability signals: authentication configuration (SPF, DKIM, DMARC), sender reputation across major ISPs, bounce classification and suppression behavior, list hygiene, and the engagement patterns that inbox providers use to determine whether your mail is wanted.
Fixes address root causes - a misconfigured authentication record, a list that was never properly cleaned, a suppression logic gap that's been letting complaint-prone contacts back into sends. We also establish the monitoring cadence that catches the next problem before it compounds.
Start a Deliverability & List Cleaning Program
Connect with Phil to discuss your goals, your current program state, and how Tactical Marketing structures execution engagements.
Contact Us"The automated Certificate program that the Tactical MA team and I worked on earlier this year wrapped up a few weeks ago and generated over $10 million in deposits."
What a Deliverability & List Cleaning Engagement Delivers
Related deep dive
Email Deliverability →Reputation, authentication, and inbox placement under one operator.
Or browse the full operations library.
Frequently Asked Questions
How do you measure whether the program is working?
We establish the measurement framework before we launch - what gets tracked, how conversions are attributed, and what the reporting cadence looks like. Performance data drives every optimization decision we make.
Do you handle both strategy and execution, or just one?
Both. We design the program and we run it. There's no handoff between the team that plans and the team that executes - the same people who build the strategy are accountable for the results.
What does an ongoing engagement look like?
We operate on retainer-based arrangements with defined deliverables and reporting cycles. You know what we're doing each month, what the performance looks like, and what we're optimizing toward. No black boxes.
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Start the conversation.
If something isn't behaving the way it should, that's where we start. Phil reads every inbound personally and responds within one business day.