Customer story
Eventbrite
The global ticketing platform cut email campaign seeding from hours or days to a matter of minutes — giving every team near real-time visibility into deliverability across the business.
Sector
Event ticketing
Channels
Headline
Seeding in minutes, not days
The challenge
Deliverability data that was too slow and too manual to trust.
Eventbrite is a global self-service ticketing platform for live experiences, where anyone can create, share, find, and attend events. Email is a mission-critical channel across the business — for event creators, for attendees, and for re-engagement campaigns. Sending timely confirmation emails with QR access codes is crucial, and Eventbrite relies on Bird to help ensure those tickets reach the inbox.
But getting accurate deliverability metrics for each of those emails meant a manual seeding process that held the team back in several ways.
- Seeding was a manual process. Providing accurate deliverability metrics for each email required manual seeding — a regular part of the workflow that took time, involved code changes to update seed lists, and was subject to release schedules.
- A large activation barrier for teams. Many teams were reluctant to manually seed their emails because the process sat outside their domain, so only a few high-priority emails were ever seeded.
- Generic, unreliable metrics.Their previous tool relied on seed lists the team didn't use, so it couldn't produce the data they needed — and a lack of education on how to set it up was an extra obstacle.
- It took too long to identify issues.Large gaps in the team's understanding of deliverability left them with an incomplete picture of email performance, and a poor inbox reputation that customer experience teams couldn't diagnose.
The solution
Bird Deliverability Analytics, with seeding set up in minutes.
Eventbrite partnered closely with the customer and technical teams at Bird, and moved its email program to the Bird ESP and Bird Deliverability Analytics — a tool for both deliverability specialists and customer experience teams. It needed something that could rapidly seed different emails or campaigns independently while letting the team keep its current way of reporting.
After switching, Eventbrite could set up seeding for a campaign in a matter of minutes instead of the hours or days it took previously. The Automatic Inline Seeding (AIS) tool can be configured from the API or UI and lets teams seed email campaigns without building a seeding pipeline or relying on individual business units — a "set-it-and-forget-it" configuration that keeps the most up-to-date deliverability information available in the Bird dashboard.
Eventbrite thoroughly analyzed the main players in the ESP market and chose Bird for the robust mix of features and services offered. The fact that Bird delivers more messages to the inbox than any other provider — not just to the recipient, but to the actual inbox — was a key deciding factor.
“The Bird team has stood out from day 1 for their support and guidance. From technical support to deliverability reporting and business reviews, they have been really helpful and on top of our expectations.”
Juan Pablo Marsano, Sr. Engineering Manager, Eventbrite
The results
Reliable metrics, available to every team.
Eventbrite has used Bird since March 2020, customizing the platform over time to boost email deliverability and shorten the time it takes to identify and resolve issues. The Email Team now has detailed, near real-time data on how its emails are inboxing across the entire business — without interrupting engineering sprints — and customer experience teams can rapidly verify the status of emails to assist both creators and attendees.
Minutes
To set up seeding for a campaign, instead of the hours or days it used to take.
Hours saved
Fewer hours spent on email operations for the customer experience and email teams.
All teams
Visible deliverability metrics now available across the business, easing pressure on customer experience and technical teams.
“Bird not only helps us provide a holistic experience for our event creators and attendees but also provides us with reliable metrics of our email ecosystem.”
Juan Pablo Marsano, Sr. Engineering Manager, Eventbrite
Carry-forward reference from bird.com. Metrics and named quotes reported by Eventbrite.
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