Inventory Management allows publishers to view real-time audience availability from their first-party subscriber data and reserve that inventory for dedicated email campaigns sold to advertisers.

Many publishers estimate audience availability using spreadsheets or total list size, making it difficult for sales teams to confidently answer questions like “How many IT Directors do we actually have?” or “Do we have enough audience available for next Tuesday?”

With Inventory Management, you can search your live subscriber data to see exactly how many recipients match specific targeting criteria before committing to a campaign.

For example, if an advertiser wants to reach IT Directors in the healthcare industry, your team can search that audience and immediately see how many qualified recipients are available. If inventory is available, it can be reserved and scheduled for a dedicated send.

Inventory Management also allows you to configure frequency caps, limiting how many dedicated campaigns a subscriber can receive within a specific time period. For example, you may choose to limit subscribers to three dedicated sends per week. This protects the subscriber experience while allowing your team to confidently manage available advertising inventory.

Using Inventory Management allows publishers to move beyond spreadsheet estimates and instead sell and manage email inventory based on accurate, real-time audience data.

In this article

• Reserving Available Inventory

• Using an Inventory Reservation

Reserving Available Inventory

Before creating a reservation, you must search for available inventory. Inventory availability is calculated per list, per day.

Follow these steps to search for available inventory and create a reservation.

1. Once logged in, click More → Inventory.
   The list of current reservations will appear, organized with the most recent reservations at the top.

2. Click Search Standalone Email Inventory.

3. Select the List you want to use from the List dropdown menu.
   If you have many lists, you can use the List Category dropdown to narrow the available options.

4. Apply any additional targeting filters if needed.

   Purge Mailings
   Exclude recipients who received selected mailings.

   Suppression Lists
   Suppress recipients who exist on selected lists.

   Audience Targeting
   Choose an existing segment or define targeting conditions to further refine the available audience.

   Web Behavior
   Apply additional behavioral targeting filters if available.

5. Each time you apply new filters, the page refreshes and updates the available inventory count displayed at the bottom of the page.

6. Use the Week Beginning dropdown to select the date for the campaign.

7. Review the inventory summary, which displays:

   • Total list capacity

   • Current reservations

   • Remaining available inventory

8. If inventory is available, click Reserve.

9. The Create New Reservation page will open. Enter the reservation details:

   • Reservation Title – name of the reservation

   • Advertiser – name of the advertiser purchasing the campaign

   • CPM – cost per thousand impressions in dollars

   • Reservation Size – number of recipients to reserve

10. Click Reserve to confirm the reservation.

Using an Inventory Reservation

After creating a reservation, you must schedule the corresponding mailing. This can be done immediately or later from the Inventory page.

Method 1: Schedule Immediately After Creating a Reservation

1. After clicking Reserve, the Reservation Confirmed page will appear.

2. Click Schedule This Reservation For Delivery.

3. The Choose Campaign screen will open. The top of the page will summarize the targeting criteria determined by the reservation.

4. Scroll to the bottom of the page and select the campaign you want to use.

5. Click Schedule Reservation.

A new mailing will be created using the reserved audience. You can then complete and send the mailing using the standard mailing workflow.

Method 2: Schedule From the Inventory Page

You can also schedule a mailing from an existing reservation at any time.

1. Click More → Inventory.

2. Locate the reservation in the Reservations section.

3. Click Schedule next to the reservation you want to use.

The Choose Campaign screen will appear. Select a campaign and continue building the mailing as usual.