Case Study: Leading National Casual Dine Chain Company achieves restored email deliverability and up to 10% re-engagement with Fishbowl

Engaging Your List for Better Deliverability

A national casual-dining chain gearing up for the holiday season sent a series of daily emails to drive traffic but had never pruned unengaged eClub members, keeping every address on file. Repeated sends to long-dormant addresses hit spam traps (honeypots), got the restaurant’s IP listed on Spamhaus, and produced a seven-day blackout plus a 30-day probationary remediation period that halted their holiday campaign.

The client paid to remove clearly unengaged addresses and implemented an automated re‑engagement program that adds members after nine months of inactivity, sends monthly triggered messages with personalized subject lines and stronger offers, and removes nonresponders after a defined period; they also tested a 6‑month versus 12‑month removal cadence. Results: a one‑time re‑engagement email reactivated only 0.42% of addresses, the 6‑month campaign re‑engaged 10%, the 12‑month campaign re‑engaged 6%, and the restaurant has had no further spam restrictions since adopting the program.