Nick Dazé, CEO of PocketList, and his co-founders are product people. They know the ins and outs of technology and building systems. They can identify the complexities and nuances in code, and in system logic.
Yet, when the emails for their start-up PocketList, an apartment rental app, stopped delivering to their customers, they knew they had a problem no amount of product or technology expertise could solve.
“Particularly for us, our email deliverability issues turned into a crisis,” says Nick. “We’re a software product, and one of the most important pieces of that stack are notification emails and push notifications. With low email deliverability, we were in a situation where our notification emails were going to people's spam inboxes. Folks would get a new notification or message on PocketList, and they’d never see it. Obviously that’s very, very bad. It was a very harrowing time.”
The issue, it turned out, was that their team naively began sending a large volume of email without properly warming up. Transaction emails, newsletter blasts, and cold outreach from the same domain without a proper warm up was getting them into trouble.
Earlier in the year, they had hired a full-time growth marketer who was schooling the founders in paid digital acquisition and CRO – but no one on the team had any email marketing experience, nor the technical chops required to solve the problem at hand.
“We immediately put out the feelers to our investors, friends, family – anyone we thought could help. We knew we needed to fix it, and fast. We just didn’t know how.”