menu
close_24px

Project Voodoo: Contact Recovery & Data Health Optimization

Fixing the Foundation for Smarter, Stronger Email Marketing.

When I took over the company’s email marketing, performance had declined. Deliverability was slipping, lists were inflated with inactive contacts, and engagement data had grown unreliable, making it hard to trust the numbers or target effectively.

I launched Project Voodoo to fix the foundation: a complete audit of unengaged records, a new segmentation model based on engagement, and a sustainable process for maintaining data integrity.

The result was a 78% improvement in overall email health, higher engagement, lower acquisition costs, and a scalable system that continues to power smarter marketing decisions.

View the Metrics Read the Case Study
Voodoo Marketing (2)

Performance at a Glance

Key outcomes from rebuilding contact integrity, improving deliverability, and optimizing engagement within the marketing database.

Content and Messaging
Contact Recovery

47% of previously unengaged contact records evaluated and reclassified to improve accuracy and targeting.

 

Leadership and Collab
Database Integrity Restored

More than 60% of legacy data audited and optimized, creating a scalable process for ongoing maintenance.

 

Creative Direction
Re-Engagement Success

Inactive contacts reactivated through precision recovery efforts (small percentage, but high-value wins).

 

Campaign Planning
Data Validation

67% of contact records confirmed as unreachable and removed, eliminating wasted sends and improving deliverability.

 

Brand Strategy
Deliverability Health

Significant lift in sender reputation (78%) and inbox placement as low-quality data was retired.

 

Leadership and Collab
Long-Term Impact

Established a clean, high-confidence database framework now used as the standard for all future campaigns.

 

Case Study: Project Voodoo - Rebuilding Email Health from the Ground Up

Overview
Before I stepped in, ConnectiveRx’s email performance was struggling. Deliverability had dropped, lists were bloated with inactive contacts, and unreliable engagement data made it difficult to trust campaign metrics or measure ROI.

The Challenge
Before Project Voodoo, email was losing its impact. Years of inconsistent data hygiene and broad, untargeted campaigns had eroded deliverability and trust in the metrics. Bounces, spam flags, and unresponsive contacts inflated numbers while real engagement was destroyed. I knew email could perform better, but it needed a complete reset to get there.

Strategy
  • Comprehensive Audit: Evaluated and scored all inactive and low-engagement records to pinpoint high-risk data.
  • Segmentation Framework: Built audience clusters using behavioral and lifecycle signals to deliver relevant content.
  • Creative Optimization: Introduced modular templates with clear CTAs and mobile-first design for better accessibility.
  • Deliverability Fixes: Re-authenticated sending domains (SPF, DKIM, DMARC) and implemented engagement-based sending logic.
Results
Project Voodoo revitalized the email channel from the inside out. Deliverability improved by 78%,  CTR more than doubled, and unsubscribes dropped by 75% . Email health rose from a 3 (when I took over) to a 9. Campaigns performed better, lists were cleaner, and reporting finally reflected reality. The new framework became a long-term standard for marketing company-wide — a sustainable system built on accuracy and trust.

Key Takeaway
The most transformative campaigns don’t always start with something new — sometimes they start with fixing what’s underneath. By rebuilding the data layer and improving email integrity, Project Voodoo turned a failing channel into a high-performing, scalable foundation for growth.

Impact
"Dave has a unique ability to take a complex or underperforming process and make it not only functional, but scalable and effective. His mix of creativity and logic consistently elevates the work of everyone around him.” -Erika, Sr. Director of Brand Marketing, ConnectiveRx