How CAMS Regained Email Reputation and Reached 5 million Users with cmercury
Client Profile
Company Name: CAMS
CAMS (Computer Age Management Services) is a leading technology-driven financial infrastructure and services provider. Trusted by asset management companies and financial institutions, CAMS plays a critical role in streamlining investor services and ensuring seamless digital onboarding. With a growing user base and complex communication needs, maintaining consistent email performance was key to their growth strategy.
The Challenges
CAMS faced a two-fold challenge:
- Declining email reputation, which affected inbox placement and campaign effectiveness.
- An urgent need to increase registered users without compromising deliverability or performance metrics.
The brand required a strategic, data-first approach to reverse the dip in reputation while scaling up outreach to potential users.
Solution:
cmercury stepped in with a structured approach combining data hygiene, smart segmentation, and performance-driven sending strategies.
Fresh Data Collection & Cleaning
To start fresh, we helped CAMS build a clean, high-quality database of potential users. By eliminating outdated or low-quality data, we laid the groundwork for better engagement and improved sender reputation.
Three-Bucket Email Segmentation Strategy
We categorized recipients into three engagement buckets:
- Openers (highly engaged users)
- Non-openers (past users with low activity)
- New users (recently added to the database)
We optimized the email sending distribution across these groups using a 60:30:10 ratio—focusing more on engaged users while gradually introducing less active and new users into the cycle.
Progressive Engagement Strategy
Rather than blasting campaigns to the entire list, we slowly increased exposure for non-openers and new users, warming them up through targeted and relevant content. This maintained performance while expanding CAMS’ reach.
The Results
✅ Reputation Recovered
Thanks to the segmentation and optimized delivery strategy, CAMS’ domain reputation significantly improved, restoring inbox placement and engagement consistency.
✅ Higher Click Rates Achieved
Click rates across campaigns improved steadily, a clear indicator of better targeting and stronger content alignment with user intent.
✅ 5 Million Registered Users Reached
With sustained performance and smart outreach, CAMS successfully scaled its registered user base to 5 million, without compromising on email quality.
“cmercury gave us a powerful yet practical framework to rebuild our email reputation while scaling outreach. Their segmentation and engagement strategy allowed us to confidently increase user registrations without worrying about performance drops. The results speak for themselves—we’re stronger and smarter in how we connect with our users.”
Conclusion
By blending clean data practices with intelligent segmentation and gradual engagement, CAMS successfully turned around its email marketing performance. This case study shows how cmercury’s strategic approach can help large-scale enterprises recover sender reputation, boost engagement, and drive substantial user growth—even under pressure.
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