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Navigation: Email Marketing

Email Deliverability

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Before You Send an Email


This page assumes that you have a basic understanding of email delivery.

If you do not, the following links can provide insight:

Email Bounce Backs and How to Deal with Them

Why "From" Names and Email Addresses are Important


Sender Policy Framework (SPF) Records

Recipient servers can use an SPF record published in your DNS to determine whether emails have been sent from an authorized server. By adding our SPF record to your Domain DNS, you ensure emails are treated properly.

Adding an SPF Record

Your IT team likely handles SPF records. If you need assistance, reach out to Support:

Ensure that all of the domains and sub-domains that you use to send emails have a valid SPF record.

To authorize the servers to send on your behalf you must include

You can check your SPF records using:


Updating Existing SPF Records and IPs

If you think that the SPF record has already been added, confirm it using Once you have confirmed it, you are done.

If you already added our outgoing IPs, you will need to remove the IPs and add the record instead

The new record allows us to make improvements to the underlying infrastructure, such as adding additional servers, without the need for you to update them on your end.


Include an Unsubscribe Link in all Emails Sent From Correspondence

Unsubscribe links are important to protect your email deliverability and are required by many spam laws around the world, all email sent through Correspondence should have one.

Even if you are using Correspondence to send URLs to live streamed events, you should include an unsubscribe link. In this situation, we recommend adding text clarifying that customers are only unsubscribing from marketing preferences and not from transactional emails.

Choosing Email Addresses/Mailboxes

When setting up your email addresses/mailboxes:

Ensure that they can receive emails too even if the email address is noreply@ so that you can receive bouncebacks.

Ensure that the address names are clear and concise, like (display names are not currently supported).

Use separate subdomains for transactional emails and marketing emails.
If your marketing email subdomain is flagged as spam, your purchase confirmations and corporate emails will not be impacted. You could name your transactional server and your marketing server, for example.

To define your email addresses, refer to Setting Email 'From' Addresses.


Using Email Marketing Responsibly


Email marketing is a very effective tool used to help promote events or special promotions your organization is presenting, however, abuse or overuse of marketing messages can get your organization blacklisted, which at best will prevent your messages from getting to your client base, and at worst disable all email flow to and from your organization.

Transactional Emails

Transactional emails are emails that are on-demand or follow a specific action. They need to be personalised to perform their function (booking confirmations, password resets).

Use separate subdomains for transactional emails and marketing emails.

If your marketing email subdomain is flagged as spam, your purchase confirmations and corporate emails will not be impacted.


Marketing Emails

Marketing emails are sent to groups of people who have opted to be part of a mailing list.·        

Ensure compliance with local data protection laws eg CAN-SPAM, GDPR

Do Not Purchase an Email List from a Provider: You should limit your email audience solely to those that exist within your system. The list of customers that you have in the system has a history with your organization. It is strongly urged that you do not purchase lists of customers that have not purchased any events from you.

Ensure Your Customers Have Opted In to Solicitation: Ensure that your email audience has opted-in to your newsletters or marketing emails.

Make it Easy for a Reader to Unsubscribe from Your Postings: The means your customers should be able to opt-out of emails as easily as possible. Ensure that you use a Do Not Solicit list to ensure that you only message the customers who want to be messaged. For more information, refer to Creating a Single Click Unsubscribe Link

Do Not Repurpose Emails: Ensure that customer email addresses are not used for unwanted solicitation. Just because a customer has a stored email address for online sales, does not mean that this email address can be used for marketing.

Use a Content Checker: You can use an online content checker (isnotspam) to assess the likelihood that the content of your email correspondence will be considered spam. Some content checkers also provide reports, indicating how to improve the content so that it will not be assessed as spam.


Send Volumes

If you send large quantities of messages, we recommend you:

Send email at a consistent rate.
Avoid sending mail in sudden bursts.

Start with a lower volume and then slowly increase the volume over time.

As you increase the volume, regularly monitor the sent/received rates and any responses you get.
Regular monitoring lets you turn lower the sending volume when the sending rate is limited, or when you start seeing errors.

Increasing the sending volume too quickly can result in delivery problems.

When increasing your sending volumes, consider:

The Quantity: The more email you send, the more slowly you should increase sending volume.

The Frequency: You can increase the sending volume more quickly when you send daily instead of weekly.

The Feedback: Make sure you send only to people who subscribe to your emails, and give users an option to unsubscribe.


After You Sent Your Emails

Act on permanent/hard bounce-backs (NDRs) if the error is obvious. Look for error code and Human-readable text (user not found, no SPF record).

Seek advice if the error is related to blacklists or you are not sure what the error is.

If the error is permanent and relates to the recipient’s email address, remove the email from the contact.


You may need to remove the user if you require customers to use an email address to login. If you have to update the account, add a note to the customer so that frontline staff knows why it was updated.


Removing an Email Address From a Contact


To remove an invalid email address from a contact:

1.Open Customer Services from the Desktop.
The Customer|Search page appears.

2.Enter the email address you want to remove in the ‘Default Contact Email’ field.

3.Click ‘Search’.

4.Select the customer.
If the selected default contact, the Customer|Basic page will appear, otherwise the Customer|Advanced page will appear.

5.Remove the address from the ‘Email’ field.

6.Select the User tab.
The Customer|Users page appears.

7.If the ’Username’ is the same as the invalid address, select the del-7.X check box next to the user.

8.Click 'Apply'.

9.A window confirms that the customer was updated.

10.Click 'OK'.

11.Select the Notes tab.
The Customer|Users page appears.

12.Click ‘Add Note’.

13.Add a note explaining why you updated the customer.

14.Click ‘Create

15.If you have not already saved the customer, click ‘Apply’.