Email Workflows for Website Publishing Platforms
Explore email workflows for website publishing products, including team invitations, publish notifications, weekly digests, and sending-reliability considerations.
Framer is a web design and publishing platform used by hundreds of thousands of designers and developers worldwide. Every time someone publishes a site, invites a collaborator, or reaches a usage milestone, Framer sends an email. At their scale — over 4 million emails a month — email reliability is load-bearing infrastructure, not a nice-to-have.
The challenge of scale
At 4 million emails a month, even a 1% spam rate means 40,000 emails per month going to the wrong folder. Framer's product team had seen firsthand what happens when a team invitation email lands in spam: the invitee never joins, the sender assumes they're being ignored, and Framer gets a support ticket. Email deliverability was directly correlated with activated users and team growth.
"Every team invitation that lands in spam is a user we lose. At our scale, that adds up to thousands of users a month. We needed deliverability to be solved infrastructure, not something we were constantly firefighting."
The Sendbound migration
Framer migrated to Sendbound over four weeks. The most complex part was the IP warm-up: with 4 million monthly sends, Framer needed dedicated IP pools that could handle the volume with the reputation to match. Sendbound ran a phased warm-up, gradually shifting traffic from the old provider to new dedicated Sendbound IPs while monitoring inbox placement at Gmail, Outlook, and Yahoo continuously.
What Sendbound handles for them
Since migrating, Framer's engineers have shipped zero email infrastructure code. Sendbound handles DKIM rotation automatically every 90 days. The blocklist monitoring caught two IP listings within minutes and walked the Framer team through delisting — both resolved in under an hour. The DMARC aggregate reports give the security team visibility into any third-party sending in Framer's name.
The Framer team uses Sendbound's React Email integration natively — all of their notification templates are React components that render to cross-client-compatible HTML automatically. When they updated their brand refresh in Q1, updating email templates was a React component edit, not an HTML table editing session.
