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Campaigns Best Practices

Following these practices will help you run campaigns that are well-organized, reach more recipients, and respect their experience.

  • Verify sender identities early — Set up and verify your sender email addresses before creating campaigns. Verification may take time, and campaigns cannot send until the sender identity is verified.
  • Organize campaigns by campaign group — Use campaign groups to align campaigns with business units or agencies. This keeps recipient lists, templates, and topics organized.
  • Use topics within campaign groups — Topics help subcategorize your campaigns and associate default templates, reducing manual configuration when creating campaigns.
  • Test with small recipient lists first — Before launching a campaign to a large contact list, create a small test list to verify the email template renders correctly and the campaign executes as expected.
  • Use descriptive naming conventions — Name campaigns, templates, and recipient lists with consistent, descriptive names that include the campaign group, purpose, and date where applicable.
  • Publish templates before creating campaigns — Templates must be in a Published state to be selected during campaign creation. Save drafts while editing, but publish before scheduling a campaign.

Common Pitfalls

Avoid: Using unverified sender identities Campaigns require verified sender identities. Attempting to create a campaign with an unverified sender will fail.

Avoid: Uploading CSV files with incorrect formatting Recipient lists rely on properly formatted CSV files with email addresses. Malformed files may result in incomplete or failed uploads.

Avoid: Scheduling campaigns without quiet hours Sending emails during off-hours may lead to lower engagement and higher spam complaints. Configure quiet hours to restrict sending to appropriate time windows.

Avoid: Creating campaigns without reviewing the email preview The template editor includes a Preview tab that shows how the email renders for recipients. Always review the preview before publishing to catch formatting issues.

Performance and Scaling

  • Monitor the Delivery Rate on the Dashboard to identify deliverability issues early.
  • Review the Spam rate in campaign details. A high spam rate may indicate issues with your email content or sender reputation.
  • Use the Dashboard date range selector and filters to compare campaign performance across periods and campaign groups.