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Status explanation: 'Future Consideration' = Continuing to collect further feedback, not planned at this time. 'Investigating' = Prioritized for deeper customer and feasibility investigations ahead of planning development.

Status Shipped
Product Campaign
Created by Guest
Created on Jan 19, 2021

webhooks for suppression events (unsubscribe / bounce)


  • we receive response- & interaction-data within seconds

  • we process suppression events (unsubscribe, spam-complaint, bounces) close to real-time

  • we replace existing response export-jobs

    • as currently used for closed loop interface (kms)

    • as used to provide data for our datalake / big query

  • with webhooks we can process response data immediately in order to trigger subsequent steps - e.g.

    • customer master data updates

    • re-calculation of next best offer / next best action

    • trigger for follow up communication within the same or an alternate communication channel

Background and strategic fit

  • event-driven communication has increased through the last years and became the key-driver for more relevance and personalization in CRM strategies

  • event based communication and decision making requires interaction data to be available near real-time

  • all communication channels need to deliver interaction data near real-time to fuel customer profiling and allow consistence communication across all channels


standard payload included in all webhook events

  • mailing group ID (client- / mandator-ID)

  • mailing ID

  • encoded mailing2userID (mailId)

  • recipient ID

  • recipient list ID



event / usecase



webhook for unsubscribe event

event sent in case a recipient withdraws email marketing permission via visible unsubscribe link or list unsubscribe header

usecase: the IP-address & user agent (http header) allow us to identify bots / spam-filters accessing unsubscribe-links

data to be included:

  • IP-address & http user agent (not for list unsubscribe header method)


webhook for bounce event

event sent for each failed message delivery attempt (hard-bounce / final soft-bounce)

data to be included:

  • bounce-category (hard- / soft-bounce)

  • error message

  • smtp error code

  • rule-name (indication if bounce reason is "spam related")


enhanced webhook for unsubscribe event - "nice to have"

event sent in case a recipient withdraws email marketing permission via visible unsubscribe link or list unsubscribe header - with additional data in payload

usecase: we need to calculate the number of unsubscribers who have used the visible opt-out link and reached our landing page where our survey for unsubscribe reasons is shown. This allows us to calculate the answer-rate of our survey.

additional data to be included:

  • unsubscribe method (http-LUH vs. smtp-LUH vs. visible unsubscribe link in text- / html-part)


webhook for "outbounced" event - "nice to have"

event sent for each recipient who reaches the status "outbounced" (maximum number of failed delivery attempts)

usecase: our routing-mechanism needs to be aware which email-addresses have reached the blocking-status "outbounced" and can not be reached with Episerver Campaign

data to be included:

  • exceeded bounce-limit (soft- / hard-bounce limit)

  • bounce counts for soft- & hard-bounce

  • Guest
    Mar 10, 2021


    as the information smtp error code and bounce message are of interest in more use cases than just webhooks, this will be implemented via API retrieval.

  • Guest
    Feb 10, 2021

    Yes, that would be a valuable addition.

    Regarding the "outbounced" event (aka threshold exceeded): Could this info be part of the payload in the bounce event?