Choose the right recipient management approach

Keep these recommendations in mind regardless of which approach you choose:

Plan for no frequency capping

Xperience does not limit how many emails a contact receives. If you target overlapping contact groups with separate emails, contacts in multiple groups may receive duplicate or near-duplicate emails. Coordinate your sends and use exclusion groups to prevent this.

Schedule simultaneous sends

When sending different email variants to different contact groups (e.g., general vs. fans-only), always use Schedule for later and set the same delivery time. This ensures consistent delivery and avoids contacts receiving both versions.

Recalculate contact groups before sending

If you change a contact group’s conditions, recalculate the group to make sure the contact list is up to date before you send. Avoid recalculating during peak traffic to reduce load on the system. See Contact groups for details.

Review bounces and delivery statistics regularly

Bounced contacts are automatically excluded from future sends, which helps maintain list health. Monitor your email statistics to catch delivery issues early.

Test with smaller segments first

Before sending to your full recipient list, consider sending a test to a smaller contact group. This lets you validate content, formatting, and delivery before reaching your entire audience.

Use automation for one-time sequences, not recurring newsletters

Automation flows work best for short, triggered sequences (welcome emails, form follow-ups). For ongoing newsletter-style communication, use regular emails with recipient lists. See Create email automation to learn more.

Handle bulk imports carefully

When you import contacts in bulk, the standard subscription flow (double opt-in, event handlers) is bypassed. Make sure your team has verified consent for imported contacts before adding them to recipient lists. After importing, recalculate your contact groups to ensure the imported contacts are correctly segmented.

Choose the right approach for your project

Here’s a quick summary to help you decide:

You can always start with one approach and evolve as your email marketing matures. If your needs span both scenarios, the hybrid approach gives you the best of both worlds.