Success Stories / Equitymaster
How Equitymaster Scaled Daily Email Volume and Reached
Top-Tier Sender Reputation with Mailercloud
Founded in 1996 as India's first financial website, Equitymaster provides independent equity research to more than 17,00,000 users across 72 countries. Daily market commentary, research alerts and subscriber newsletters are not marketing for the product — they are the product.
As the subscriber base grew, that daily deadline collided with an email setup that couldn't safely carry more volume. Mailercloud rebuilt the foundation, then scaled on top of it.
Challenges Faced
Growing the audience faster than the sending setup could carry it
Equitymaster's readers expect market commentary the morning it matters. That makes email a deadline, not a channel — and as the list grew, three problems started compounding on each other.
Scaling volume without breaking trust
The team needed to reach a significantly larger audience per campaign. Pushing more mail through the same configuration risked throttling, deferrals and reputation damage at exactly the moment reach mattered most. There was no structured, safe path to a higher send.
Technical configuration gaps
DMARC records were absent and DNS verification was incomplete. Without full authentication alignment, mailbox providers had no reliable way to confirm that Equitymaster's mail was really Equitymaster's — and inconsistent inbox placement followed.
Engagement below its potential
Open and click-through rates sat under benchmark for financial publishing. Part of that was placement — mail sorted into Promotions or Spam never gets the chance to be opened. Part of it was presentation: sender names, subject lines and templates weren't working as hard as the research inside them.
For a research publisher, a missed inbox isn't a missed open. It's a subscriber who didn't get the call in time.
How Mailercloud Supported Equitymaster's Email Growth
Fix the foundation first, then scale on top of it
Mailercloud's team treated this as an infrastructure problem before a campaign problem. Four workstreams ran in parallel, and volume only moved once the foundation held.
Google Postmaster domain reputation raised to High and Microsoft SNDS status moved to Green, the two benchmarks that decide Gmail and Outlook placement.
A day-by-day ramp calibrated to IP and domain warm-up limits, advancing only when placement held at each step.
SPF, DKIM and DMARC published, aligned and verified end to end, to current industry standards.
Recognisable sender names, subject lines that earn the open without tripping filters, and templates that stay visually strong while remaining spam-safe.
Google Postmaster reputation
Gmail inbox vs. Promotions vs. Spam
Microsoft SNDS status
Outlook, Hotmail and Live placement
Domain authentication
SPF, DKIM and DMARC alignment
Campaign volume headroom
Raising sends without throttling
The Solution:
How Equitymaster Implemented
Mailercloud
Two disciplines, run continuously rather than as a one-off migration.
Discipline 01
Comprehensive health checks
Regular DNS audits across SPF, DKIM and DMARC, with misalignments resolved before they affected sending. Real-time monitoring surfaced rising bounce rates, complaint spikes and blocklisting threats while they were still small — and provider-side reputation was tracked continuously, so the volume plan always reflected current standing rather than last month's.
Discipline 02
Advanced segmentation
Contacts divided by behaviour, engagement level and stated preferences, so each campaign spoke to a defined audience rather than the whole list. High-engagement segments went first on every volume increase, sending positive signals to providers ahead of the rest. Lower-engagement cohorts were reintroduced gradually and monitored, not dropped or blasted.
Engaged subscribers first. Volume second. That order is why the ramp held.
Equitymaster's email performance in figures
Campaign volume scaled on schedule — no throttling events,
no blocklisting, no rollback of the daily plan.
High
Google Postmaster domain reputation
Trusted
Microsoft sender status across Outlook and Hotmail
100%
SPF, DKIM and DMARC aligned
35%
Average campaign open rate
Mailercloud features used
Everything in this story ran on the standard platform — no custom build.
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