Foundational Email Best Practices

Building a strong sender reputation isn’t a one-time activity—it’s a strategic investment. By combining technical hygiene, thoughtful segmentation, and engagement-driven automation, you can maximize your reach and impact using Marketing Engine.

1. Warm Up the Domain/IP Gradually

To build a strong sender reputation and avoid spam filters, especially with new sending domains or IPs:

• Start Small: Send emails to only 500–1000 recipients per day.

• Diversify Recipients: Choose a broad and varied audience (across regions/devices) to demonstrate healthy engagement.

• Ramp Over Time: Increase volume linearly over 2–3 weeks.

• Monitor Deliverability: Use inbox placement tools to detect spam issues early.

Why it matters: ISPs like Gmail and Yahoo track sudden spikes in email activity. A warm-up phase builds trust and reduces the chances of early blocking or throttling.

2. Use Drip Campaigns to Drive Initial Engagement

Set up automated welcome or confirmation sequences when users submit forms (e.g., ticket signups, newsletter opt-ins, event interest).

• Immediate Welcome Email (within 5 minutes): Reinforces intent and boosts engagement signals.

• Follow-Up Sequence (2–3 touches): Include event reminders, highlight benefits, or share fan experiences.

Why it matters: These early touches help establish positive open/click behavior and improve domain/IP reputation with inbox providers.

3. Segment and Target High-Engagement Lists First

Start your campaigns by emailing your most engaged users—those who:

• Opened or clicked in the last 30–90 days.

• Purchased tickets or signed up recently.

• Attended recent events.

Why it matters: ISPs reward high engagement with better inbox placement. It also helps buffer reputation when you expand to colder lists later.

Audience-Specific Tips

Sports Teams

• Use Game-Day Triggers: Post-purchase email + pre-event reminder + game recap.

• Cross-Promote Merchandise: Trigger based on attendance or recent activity.

DMOs (Tourism Boards)

• Highlight Local Experiences: Personalize by user geography or previous interests.

• Seasonal Drip Sequences: Align content with upcoming travel periods.

Experience Providers

• Booking Confirmation Series: Confirm, upsell, and follow up with reviews.

• Engage After Visit: Collect feedback or suggest future events.

Entertainment Venues & Festivals

• Countdown Campaigns: Build anticipation through email sequences leading to event day.

• Segmentation by Genre/Performer: Align subject lines and CTAs with audience interests.

Additional Deliverability Best Practices

List Hygiene

• Remove unengaged addresses.

• Hard bounces and Unsubscribes are automatically suppressed from our end

Consistent Sending Cadence

• Avoid irregular spikes. Send consistently (e.g., weekly or bi-weekly).

Monitor Metrics

• Track open rates, clicks, bounces, and spam complaints.