Industry

E-commerce

High-frequency lifecycle programmes — carts, browses, back-in-stock, price drops, order confirmations, review requests — combine transactional and marketing profiles. Reputation must be protected across both without sacrificing revenue-per-send.

Challenges

Order confirmations and shipping updates cannot afford deliverability issues
Lifecycle campaigns fire on user behaviour — throughput is bursty and unpredictable
Review requests and re-engagement produce elevated complaint rates when badly timed
Peak season (Q4, seasonal launches) demands headroom that must be planned

Our approach

Dedicated transactional streams for order flow — separate IPs, subdomain and DMARC posture
Per-campaign inbox measurement to catch deliverability drift in real time
Peak-season capacity planning starting in Q3
Segmentation-aware throttling to avoid burst-induced rate limits at major providers

Deliverability recommendations

Order confirmations on tx.brand.com with dedicated IPs, sub-30s median target
Marketing on mail.brand.com with per-brand IP pools if multi-brand
One-click unsubscribe on every marketing message
Suppress non-openers older than 120 days from promotional streams

Example engagements

Multi-brand DTC group: separated tx and marketing across three brands, transactional median at Gmail went from 24s to 7s while marketing complaint rate dropped 38%.

Examples are anonymised. Named references available under mutual NDA.

Questions

Do you integrate with our commerce platform?

Northbound is infrastructure. We sit under whichever ESP or lifecycle tool you use — Klaviyo, Braze, in-house — and provide the deliverable channel.

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