Custom Campaign Creation Best Practices Guide
Below is a quick guide to help you launch and send custom campaigns with the best chance of reaching customers. It covers domain warm‑up, how custom campaigns are prioritized, daily send limits, campaign guidance, and a simple spam‑prevention checklist.
Domain Warm Up and how this affects custom campaigns
If you have a new Audience Activation account (younger than 15 days) then it may still be on domain warm-up mode. Because the system is warming up and sending in smaller batches to build a safe domain reputation, send priority is given to Fullpath SYSTEM campaigns (these have established, formatted, safe and reputable subject lines, content, and links).
- Only after high‑priority system campaigns are sent will Custom Campaigns (fixed or dynamic) be eligible.
- It is NOT recommended to send custom campaigns during the first 10 days of a newly launched account.
Audience Activation daily send limits and how this affects custom campaigns
In order to make sure your domain (and Fullpath's) remain reputable sender accounts with normal use patterns that do not raise flags for spam or blacklisting, Fullpath applies a daily send limit on all accounts.
- The send limit is calculated as: (maximum single‑day sends in the last 10 days) × 2.
- Example: if one day in the last 10 days had 20,000 sends, the daily limit becomes 40,000.
- Purpose: prevents sending spikes that could make the sender appear as a spammer.
- Even though a campaign targeting 100,000 addresses is set up, it may only send up to the daily limit (e.g., 40,000) in one day, depending on other sends that day.
- It is NOT recommended to send extremely large custom campaigns as FIXED campaigns because you may reach your send limit with system campaigns before your custom campaign is even queued up.
Campaign guidance
1. Got a large audience: create a high‑priority DYNAMIC campaign (not a fixed campaign); fixed campaigns often hit the daily limit and won’t reach all shoppers.
2. Got a small audience: smaller, more targeted audiences produce better performance ratios (though absolute numbers may be smaller). Fixed or Dynamic are appropriate.
3. Sending a High priority campaign: it will usually reach all eligible shoppers within 2–3 days because it'll be sent first.
4. Timing: there is no evidence that sending on a specific day or time increases performance. Dynamic campaigns launched after 12noon will be sent out the following business day.
Spam‑preventing best practices
1. Avoid emails that are a single image; use a mix of text and images (about 60% text / 40% image).
2. Make subject lines relevant and under 45 characters.
3. Don’t use excessive exclamation marks or other punctuation in the subject line.
4. Don’t use ALL CAPS, especially in the subject line.
5. Don’t use link shorteners (e.g., bit.ly).
6. Avoid spam‑triggering words such as: Act Now, Guarantee, Best Price, Free, Click Here, Apply Online, Limited Time, Urgent, Buy, Cash, Cheap, Earn Money, Winner, Risk‑Free, Bonus, Congratulations, Discount, Exclusive Offer, No Obligation, Save Big, Special Promotion, Guaranteed, Debt‑Free, Instant, Miracle, Offers.
If you have account‑specific questions about daily limits or warm‑up status, please contact your account manager.