Events - B2B - Conferences
Human X
Discover how MailSoar fixed HumanX's spam placement weeks before its flagship event, protecting ticket sales and attendee communications.
Talk to a deliverability expert See more case studiesInbox Placement
Unique open rate
HumanX is a B2B event and conference company, running a flagship event alongside a calendar of other events throughout the year.For an events company, email is the ticket-sales engine and the main channel for pre-event logistics — schedules, welcome packages, on-site instructions — so any deliverability failure in the run-up to an event directly threatens attendance and the on-site experience.
- Industry
B2B events & conferences - IA.
- Challenge
Widespread spam placement approaching event time, poor audience management, lack of dynamic segmentation.
- Solution
New sending subdomain, list cleaning, segmentation by recent engagement, and an accelerated warmup timed to the event date.
- Outcome
No more spam placement; an event email strategy that drives ticket sales without harming inbox placement.
MailSoar now runs HumanX's email strategy on an ongoing basis across its full event calendar — pre-event, during, and post-event — keeping campaigns effective without putting inbox placement at risk again.
- Duration
Recovery within weeks.
1M emails / month
Inbox Placement
Unique open rate
IP / Domain reputation
HumanX is a B2B event and conference company that came to MailSoar just weeks before its flagship event. They were encountering severe deliverability issues:
• low open rates and
• a widespread spam filtering meant attendees weren't receiving critical event communications, driving down ticket sales and leading to a spike in support complaints from people missing their welcome packages.
At the time, HumanX was sending around 1M emails/month across HubSpot and Brevo.
Recovering Deliverability ahead of a Major B2B Event.
HumanX's case combines poor list management with an unusually tight recovery window:
• Poor audience management: no ongoing hygiene practices had been applied to the contact list, letting problematic segments quietly degrade sender reputation over time.
• Lack of dynamic segmentation: campaigns went out to the full list regardless of recent engagement, amplifying negative signals instead of containing them.
• A hard external deadline: unlike most deliverability recoveries, this one had to happen in days, not months — the flagship event date wasn't moving, so there was no room for a slow, conservative fix.
The concrete result: an inbox placement rate of only 20% and a unique open rate of 8–10%, with attendees missing welcome packages and event logistics — translating directly into support tickets and lost ticket sales.
MailSoar implemented a new sending subdomain, cleaned the existing contact list with Bouncer, segmented it by recent engagement, and restarted a warmup in the weeks leading up to the event — recovering inbox placement in time to run both event-day and post-event campaigns.
With inbox placement restored in time for the event, HumanX's welcome and event-day emails reached attendees again, easing the support burden and protecting ticket sales in the final stretch.
MailSoar now runs HumanX's email strategy on an ongoing basis across its full event calendar — pre-event, during, and post-event — keeping campaigns effective without putting inbox placement at risk again.
What we did
How MailSoar Recovered HumanX's Deliverability Before Its Flagship Event
A 4-Step Event-Ready Plan
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Rapid, event-critical audit
With the event date fixed, MailSoar ran an expedited audit to pinpoint the exact causes of the spam placement — tracing it back to poor audience management and a lack of dynamic segmentation.
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Infrastructure and list reset
A new sending subdomain was set up, the contact list was cleaned using Bouncer, and remaining contacts were segmented by recent engagement to stop further reputation damage.
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Accelerated, event-timed warmup
A warmup was restarted weeks ahead of the event, timed so inbox placement would recover before welcome-package and event-day emails needed to go out.
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Ongoing, calendar-wide email strategy
MailSoar now manages HumanX's email strategy on an ongoing basis across its full slate of events throughout the year, covering pre-event, during, and post-event campaigns.
We partnered with MailSoar to improve our email deliverability and sender reputation. They helped us set up a new dedicated subdomain to isolate our transactional/marketing mail flow from our primary domain, and worked with us to bring our DMARC compliance up to 97%. Since implementing MailSoar's recommendations, our email delivery rate has climbed to 99.6%. Just as importantly, the sender reputation for both humanx.co and mail.humanx.co went from "Bad" to "High". A great turnaround that's had a real impact on our ability to reliably reach our audience.
The results
Measurable email performance improvements
Frequently asked
Can email deliverability be fixed in time for an already-scheduled event?
Yes, but it requires compressing the usual recovery playbook into days rather than months: a fast audit, a fresh sending subdomain, aggressive list cleaning, and an accelerated warmup timed to the event date. That's how HumanX went from 20% inbox placement to 95% in the weeks before its flagship event, in time to deliver welcome packages and event-day communications.
