How Outdooractive keeps its spam rate below 0.1% while sending over 300 million emails a year with complex segmentation
With over 60 million users, 8,500 B2B partners, and more than 1.5 million tours, Outdooractive is Europe’s largest platform for outdoor experiences.
Its challenge? Managing large volumes of email – from community messaging and automated system emails to B2B campaigns – that must be reliably delivered and personalized. To deliver consistent, GDPR-compliant, and targeted content, the team needed an email setup that would remain efficient, scalable, and transparent, even with many internal stakeholders involved.
The previous solution lacked the flexibility to manage different email types effectively and wasn’t intuitive enough for smooth collaboration across teams.
Solution: A future-proof setup that scales with demand
To meet the growing demands of its email program, Outdooractive chose a platform that offers both automation and creative control. At the core: a setup that supports collaboration while maintaining full control over delivery processes and campaign performance.
With Sinch Mailjet, the team found a solution that delivers different types of emails efficiently and consistently – straight to the inbox, in a unified look and feel.
- Platform + API: a flexible combination
Outdooractive uses Mailjet’s intuitive Email Editor for editorial content and approvals, while the email API handles automated flows like syncing user data and newsletters. This setup keeps sending integrated, efficient, and scalable. - Modular email templates
Pre-built, branded templates and reusable content blocks ensure consistent communication across teams – with minimal effort. - Personalization at scale
Each week, Outdooractive sends an average of 3.5 million personalized “For You” emails in four languages, tailored to recipients’ language, interests, and behavior. Mailjet’s advanced segmentation and dynamic content blocks deliver the right content to the right people – on brand and at scale. Automated campaigns ensure every message lands in the right inbox at the right time. - Streamlined approval processes
With integrated comments and collaboration tools, the team reduces friction and saves time – even when multiple departments are involved. - Deliverability built in
Outdooractive prioritizes clean lists, low spam rates, and high deliverability. Mailjet supports these goals with automatic list hygiene, detailed deliverability insights, and exclusion of inactive contacts – ensuring reliable delivery to engaged recipients.
A dedicated Technical Account Manager is on hand to support the team – whether with API integrations, template setup, or deliverability questions.
With Sinch Mailjet, we’re not just getting the right technical setup, we’re also getting expert guidance and support. Our dedicated Technical Account Manager helps us consistently keep our deliverability above 96%.
Result: More speed, less effort
Outdooractive has thus created a scalable email infrastructure that reliably covers both mass mailings and targeted communications – tailored to different target groups and areas of application.
Since adopting Mailjet, the team has been able to create campaigns faster, target them more precisely, and ensure delivery. The intuitive Email Editor allows even non-technical teams to create content independently.
Thanks to modular templates, brand identity stays consistent. API integration keeps data in sync and reduces manual steps. Collaboration tools speed up internal alignment, while good list hygiene maintains a deliverability rate above 96% and a spam rate below 0.01% – with consistently high open rates. For comparison: industry-wide, the average deliverability rate is around 85.1% and spam rate around 0.1% (source: EmailToolTester). Outdooractive significantly exceeds both benchmarks.
Mailjet is a powerful email solution from the Sinch Communication Cloud. The wider Sinch product suite provides us with a scalable foundation to manage every use case in our customer communications from a single platform.
