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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)
encoded mailing2userID (mailId)
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)
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