The Campaign TTL (Time-To-Live) feature is designed to make sure your time-sensitive campaigns are delivered only when they’re still relevant.
When you send a campaign immediately, delivery doesn’t always happen in a fixed or predictable manner. Emails are sent gradually from IPs, and on new dedicated The Campaign TTL (Time-To-Live) feature is designed to make sure your time-sensitive campaigns are delivered only when they’re still relevant.
When you send a campaign immediately, delivery doesn’t always happen in a fixed or predictable manner. Emails are sent gradually from IPs, and on new dedicated IPs in particular, the sending speed is intentionally slower. This slower pace helps maximize deliverability, improve inbox placement, and protect your domain reputation.
However, in such cases, there’s a risk that time-sensitive emails (like limited-time promotions, event reminders, or flash sales) might reach recipients after their intended window.
That’s where Campaign TTL helps. Once activated, it automatically discards any unsent emails after the expiration time you set, ensuring that outdated messages don’t land in inboxes and confuse your audience.
Before You Begin
Before setting up Campaign TTL for your campaigns, make sure you have:
Campaign TTL add-on enabled: Navigate to Settings > Add-ons and toggle on the Campaign TTL feature before creating time-sensitive campaigns.
Time-sensitive content prepared: Have campaigns ready that truly need expiration windows, such as flash sales, event reminders, or limited-time offers.
Clear timing strategy: Know exactly how long your content should remain relevant (2 hours for flash sales, 1 day for event reminders, etc.) to set appropriate TTL windows.
Delivery timing planned: Consider your audience's time zones and peak engagement hours when setting both send times and TTL duration.
Step-by-Step Instructions
Part 1: Enabling the TTL Add-on
Click on the profile icon in the top navigation bar.
Select Settings from the drop-down menu.
In the Settings menu, click on Add-ons.
Find Campaign TTL and toggle the switch to enable it.
🚀 Part 2: Testing the TTL Feature with a Campaign
Let’s test it by setting up a TTL-based newsletter campaign:
Click on Campaigns in the navigation bar.
Create a new newsletter or duplicate an existing one.
Proceed to the Schedule section in the campaign editor.
⏱️ Part 3: Setting the TTL Duration
In the Schedule section, locate the TTL Duration field.
2. Set the TTL to your desired timeframe (e.g., 2 days).
Use the up/down arrows to adjust the number of days.
3. Select a scheduling option (e.g., Send Now).
4. Click the Send button at the bottom of the page.
In the confirmation modal, click Submit.
📊 Part 4: Viewing Your Campaign Status
Go back to Campaigns from the navigation bar.
Refresh the screen and select Newsletters from the drop-down.
You will now see the updated count and TTL status for your campaign.
Tips & Best Practices
Here are some helpful ways to make the most of Campaign TTL for time-sensitive messaging:
Start campaigns earlier in the TTL window: Launch time-sensitive campaigns at the beginning of your target timeframe rather than at the deadline to maximize reach within the TTL period.
Combine TTL with targeted segmentation: Use smaller, more engaged segments for TTL campaigns since they're more likely to open emails quickly within the expiration window.
Create urgency in subject lines for TTL campaigns: Include time-sensitive language like "Limited Time," "Today Only," or "Expires Soon" to encourage immediate opens.
Avoid TTL for welcome emails or nurture sequences: These evergreen messages don't need expiration since they remain relevant regardless of timing.
Consider seasonal sending patterns: Adjust TTL windows during holidays or busy periods when email engagement patterns might be different.
Troubleshooting Common Issues
Campaign TTL involves timing and delivery coordination, so here are solutions to common challenges:
Problem: "I can't find the Campaign TTL option in my campaign schedule settings."
Solution: First, ensure you've enabled the Campaign TTL add-on in Settings > Add-ons. The TTL option only appears in campaign scheduling after the add-on is activated. Refresh your browser if needed.
Problem: "My campaign finished sending before the TTL window expired."
Solution: This is normal if all recipients received the email successfully within the TTL timeframe. TTL only discards unsent messages, so if delivery completes early, that's actually a good sign of a healthy list and sending infrastructure.
Problem: "I set a TTL, but some contacts still didn't receive the campaign."
Solution: Check your campaign analytics to see if those contacts were skipped due to TTL expiration or other factors like invalid email addresses, unsubscribes, or delivery failures unrelated to TTL.
Problem: "I want to extend the TTL window after the campaign has started."
Solution: Once a campaign begins sending with TTL enabled, you cannot modify the expiration window. Plan your TTL duration carefully before launching the campaign.
Problem: "My TTL window seems too short and many contacts are being skipped."
Solution: For future campaigns, increase your TTL duration or start campaigns earlier to allow more time for delivery. Review your typical campaign delivery times to set more appropriate TTL windows.
Related Articles
Now that you're using Campaign TTL to keep your messages timely, explore these ways to optimize your time-sensitive campaigns further:
10 A/B Testing Ideas: Discover A/B testing strategies that help you maximize engagement within your expiration window.
Types of Email Campaigns: Learn which campaign types benefit most from TTL settings and how to choose the right approach for different time-sensitive content.
How to Download Campaign Analytics: Check out this guide to export and analyze your TTL campaign performance data to optimize future time-sensitive messaging.