Mail.tech · Email automation platform
Building an email automation platform from 0 to 1, for hundreds of millions of subscribers
Case study
2018–20
Web · B2B
Context
Mail.tech was Media.net's email automation and marketing platform. It lets email marketers manage subscribers, build campaigns and automations, and choose the best delivery route (email service providers, SMTP relays or their own servers) for each recipient domain, campaign or segment, all from one place.
The goal: one clear platform for hundreds of millions of subscribers, and the complex delivery behind them.
About Media.net
Founded in 2010 and headquartered in Mumbai, Media.net is a contextual advertising company operating globally. It was acquired in 2016 by a Chinese consortium for $900M.
The challenge
Email marketing at this scale isn't just sending emails. Every campaign connects to subscribers through specific IP pools and ISPs, and every team, from creative to delivery to revenue, depends on it. Users had to understand what was happening across millions of subscribers, thousands of campaigns and a complex delivery setup, and still make quick, confident decisions.
Roles & responsibilities
I led visual and product experience design end to end, from brand creation to final pixel. It was a true 0-to-1 build: I created the visual language and the design system, and designed every module around how people move through large datasets and complex workflows. I worked with product and engineering from first concepts to release, tested on staging, and refined the product based on how teams used it.
What I delivered
Brand identity and visual language, from scratch
Design system and component library built for scale
Core modules: Dashboard, Subscribers, Campaigns, Automation, IP Pools, Analytics
Data visualisation for email and revenue performance
Iterations from V1 to V10 as the platform grew
Design guidelines and documentation
Implementation support, staging testing and refinement
Key decisions
Map the system before designing screens. Domain, creative, subscribers, campaigns, ISPs, IP pools, automation and triggers are all connected, so we mapped how data flows between them first.
Subscribers first. As the subscriber base grows, the product grows, but only the right subscribers bring revenue. Filters, audience insights and open-time stats help marketers find them.
The campaign as the hub. Creative, ISPs, IP pools, subscribers and revenue all meet in a campaign, so it shows running, recurring and triggered campaigns with their stats, and links straight to server and campaign monitoring.
A visual language that grows with the data. As the subscriber base kept growing, a new visual language and design system replaced the first version, and the platform went through 10 major iterations.
Stay with it through build. Guidelines and documentation for engineering, then UI implementation reviews, staging tests and fixes.
Outcome
0→1
a complete B2B platform, from brand to final pixel
10M+
Hundreds of millions of subscribers managed on the platform
V1→10
major iterations as the platform scaled
6 core modules on one design system
Mail.tech analytics dashboard
The Challenge
Background
Email marketing at enterprise scale isn't just about sending emails—it's about managing intricate systems where campaigns connect to subscribers through specific IP pools, routing to different ISPs, while tracking performance across every touchpoint.
Users need to understand what's happening across millions of subscribers, thousands of campaigns, and complex infrastructure—all while making quick, confident decisions.
Dashboard
Subscribers
IP Pool Management
Visualizing Complex Infrastructure
IP pools are how campaigns route through infrastructure to different ISPs. This is highly technical but critically important for deliverability.
Personalised campaigns
Brand style guide
