In the world of digital marketing, your message is only as powerful as its ability to actually reach the inbox. Even the most creative campaigns fall flat if they end up in the spam folder. Recognizing this, ATG Entertainment partnered with Iterable’s Deliverability Services to overhaul their strategies, improve their sender reputation, and ultimately drive higher revenue.

ATG Entertainment: Strategic Re-engagement Without the Risk

When ATG Entertainment migrated to Iterable, they faced a common challenge: a large database with varying levels of activity. To maintain a healthy sender reputation, they needed to identify and remove inactive subscribers without losing potential value.

The Strategy

Iterable provided expert recommendations on executing a low-effort “click-to-win” incentive campaign. The goal was to prompt a simple, non-purchase action to rebuild engagement. To protect deliverability, the team implemented a “safe” rollout:

• Risk-Based Batching: Split a segment of ~746k disengaged customers into seven batches of ~100k to avoid triggering spam filters.
• Zero-Friction Incentive: Launched a “click-to-win” competition for vouchers worth up to £250, requiring no forms—only an email click.
• Behavioral Routing: Classified users based on value and risk, moving “Engaged Active” users to BAU and suppressing “Disengaged Inactive” users.

The Results

The campaign was a resounding success in cleaning and categorizing the database:

• Successful Recovery: Successfully re-engaged 8% of the previously disengaged customer base.
• High-Intent Interaction: Achieved a 24% Click-to-Open Rate on the re-engagement campaign.
• List Hygiene: Identified and suppressed 354,484 “Disengaged Inactive” users (47% of the segment) to protect future sender reputation.
• Campaign Participation: Drove 10,539 competition entries through the low-effort engagement model.

“Our monthly meetings with Anne-Sophie Marsh, part of Iterable’s Deliverability team, have been exceptionally insightful and instrumental in maintaining a deliverability rate of 99.8%. The guidance we’ve received has helped us safeguard brand trust, avoid spam traps, and implement a more strategic approach to sunsetting disengaged subscribers. Her invaluable expertise has not only protected our sender reputation but also contributed to a measurable uplift in overall engagement.” 

~ Kavita Magecha, CRM Manager @ ATG Entertainment

Looking Ahead to 2026

Both ATG Entertainment and Powtoon have proven that deliverability isn’t just a technical metric—it’s a revenue driver. As we move into 2026, the focus shifts toward advanced visibility and further optimization.

Iterable continues to work with these brands on:

• Advanced Branding: Implementing BIMI and Apple Branded Mail to increase trust and visibility in the inbox.
• Automated Maintenance: Introducing automated re-engagement and removal strategies to protect database health in real-time.
• Continuous Hygiene: Refined data capture processes to ensure a high reputation is maintained for years to come.

Is your brand reaching its full potential in the inbox? Contact the Iterable Deliverability team today to see how we can help you optimize your sender reputation.