Yankee Candle’s Path to 100% Inbox Placement
Yankee Candle’s email program carries real weight in Newell’s portfolio of household names. Seasonal promotions, brand storytelling and peak holiday moments all depend on inbox reach—and they were seeing deliverability issues. The move to a new platform included leaving behind Certification and trusting modern signals. With Inbox Monster’s platform and experts, the team built a deliberate plan and the results followed.
Impact & Results
100%
Microsoft inbox placement across U.S. brands
6 weeks
Time to reach 100% inboxing after rollout
Setting the foundation with step-by-step strategy
Rather than jump into the deep end, the team started with the lowest-volume brand and scaled up once the foundation proved solid.
Focus areas:
- Data hygiene and segmentation tiers
- Friendly unsubscribe language in pre-headers
- Re-engagement campaigns as safety valves
- Proactive monitoring to catch red flags
Leaving Certification behind raised understandable nerves, but the combination of accurate testing and disciplined sending patterns created early proof points the team could trust.
When Spamcop spiked, quick work brought a fix
A messy moment came when Spamcop listings jumped. Guided by Inbox Monster, the team used SQL queries and last-click reporting to identify problematic domains and suppress non-engagers. The effect was immediate—and durable.
Result highlights:
- Spamcop listings stopped almost immediately
- Spamtrap hits dropped significantly
- Clean, engaged audiences became the default
Careful ramping, stronger reputation
Suppressing unengaged subscribers solved one problem; reintroducing them safely was the next. The team took a patient, precise approach, adding back 5–10% at a time, always blended with highly engaged audiences. With Inbox Monster’s data and the expert support of Deliverability Principal Josie Garcia, they demonstrated to Microsoft that these sends belonged in the inbox.
Outcome:
Within six weeks, all U.S. brands in Newell’s portfolio—including Yankee Candle—were achieving 100% inbox placement at Microsoft. No shortcuts. No outdated crutches. Just the right plan, pacing and expertise.
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Josie Garcia