Queen One and Rejoiner’s migration to GreenArrow

Queen One recently switched to GreenArrow as their SMTP/API email delivery vendor, and we recently got together with Mike Arsenault to interview him about his experience working with GreenArrow and migrating all of their traffic.

Queen One is a brand technology company that builds algorithmic messaging infrastructure for ecommerce brands. Mike Arsenault is the Founder of Rejoiner (acquired by Queen One) and now leads product strategy at Queen One. With more than a decade of experience in ecommerce messaging infrastructure, he has overseen the migration and optimization of high volume email programs serving retail brands globally.

Why did you decide to switch vendors?

Mike Arsenault: Rejoiner was acquired in February 2025, and we had been with our previous vendor for nearly ten years.

Over time, the relationship stopped feeling like a partnership. Pricing lacked transparency, and even as we scaled, it never felt collaborative. Every time we tried to deepen the relationship, it remained distant and hands off.

We are in the email business, so this is arguably the most important vendor decision we can make. It often felt like we could not get anyone’s attention. From both a commercial and deliverability standpoint, it did not feel like they were truly in our corner.

When deliverability challenges came up, the solution was often to pay thousands more per month for help. That is not a partnership. That is a transactional upsell.

After the acquisition, we ran a full market evaluation. I spoke with around 15 vendors. It had been a while since I had gone through that process, and it was eye opening. Ultimately, it became clear that we needed a partner, not just infrastructure.

Why did you select GreenArrow as your new vendor?

Mike Arsenault: The number one factor was technical expertise.

In our conversations, it was immediately clear that GreenArrow deeply understood deliverability and email infrastructure. In the reference calls I conducted, it became obvious that they had extensive experience working with companies like ours, particularly Martech platforms operating at scale.

That alone put them ahead of the pack. On top of that, there was a strong cultural fit. The working relationship has only improved over time.

It came down to four questions:

1. Do we want to work with these people?
2. Are they true experts?
3. Can we achieve our commercial objectives with them?
4. Is this the best technical solution in the market?

The answer to all four was yes.

What is especially notable is the quality of the team. Every interaction, whether product, deliverability, or technical support, has involved someone who clearly knows their domain. That is a stark contrast from our previous experience.

What was the migration process like?

Mike Arsenault: It was smooth, especially considering the complexity involved.

GreenArrow helped us build a clear migration plan and provided detailed documentation to support re-authenticating every sender domain we manage. In some cases, we had to support authentication across both our old and new infrastructure simultaneously, which added nuance.

There were a few expected bumps along the way, but GreenArrow was proactive in identifying issues quickly and helping us correct them.

We completed the migration in roughly 65 days.

From our customers’ perspective, aside from updating authentication records, the process was essentially invisible. That was the goal.

Was there any effect on email deliverability?

Mike Arsenault: Our objective was continuity.

We live and die by our clients’ email revenue performance. As long as revenue remained stable and inbox placement remained consistent during the transition, we considered it a success.

That is exactly what happened.

What has the reliability of GreenArrow been like?

Mike Arsenault: From my perspective, it has been 100 percent reliable.

We executed this migration during Q4, the most intense retail ecommerce sending period of the year, and the system performed without issue.

That gave us a great deal of confidence.

What has the throughput performance been like?

Mike Arsenault: During initial warmup, GreenArrow intentionally throttled volume, which was the right call. That was interesting to observe and reflected a deliverability-first mindset.

Once fully ramped, performance has felt extremely strong at scale.

What has your experience been working with GreenArrow?

Mike Arsenault: The level of care during onboarding and migration was unique.

We had weekly calls with senior team members, including the founder, who were deeply involved. GreenArrow never missed a call.

On technical questions, we consistently received accurate answers the first time. That builds trust.

On the deliverability side, Jess has been proactive, which I greatly appreciate. In our previous setup, there was no proactivity. Now we are alerted when something looks unusual with a sender. That kind of partnership matters.