webhook for spam-complaint events

Why are spam-complaints such an impactful recipient interaction?

• building and maintaining a strong sender reputation requires close monitoring and analysis of spam complaints

• campaign performance reporting needs to take every single spam-complaint into account to reveal the true impact of each campaign

• spam-complaints are extremely important to understand where our email communication strategy does not meet customer's expectation

  • cadence / message frequency too high

  • message content lacking relevance

  • bad quality of permissions / consent (from certain opt in source - e.g. prize games)

• recipients who issued a spam-complaint require an immediate update of customer master data as a spam-complaints include the impact of an opt-out (permission / consent is withdrawn)

Goals

• 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

Requirements

event trigger

• event sent when recipient clicks "spam-complaint" button / issues spam-complaint via feedback-loop integration with mailbox provider

standard payload included in all webhook events

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

• mailing ID

• encoded mailing2userID (mailId)

• recipient ID

• recipient list ID

event specific payload

• name of mailbox provider (fbl rule name)