Email Tracking and Bounce Management

Exponea provides out of the box email tracking and bounce management for all of our native email provider integrations to enable our users to easily analyze email performance, manage deliverability and email list health.

Email tracking

Email campaigns generate campaign events for all customers in the audience of the campaign, covering actions from the email being sent from Exponea to customers opening and clicking the email. The full structure of the campaign events can be found in the System events article.

Email campaign events contain a status attribute describing different steps of the email delivery and interactions. The status attribute can be divided into 3 main groups:

1. Sending from Exponea

Status

Describtion

enqueued

Exponea enqueued the email to the email provider.

enqueue_failed

Exponea could not enqueue the email either due to an error on the provider side (connection error) or on Exponea side (e.g. error in jinja). The attribute message will contain details of the error.

suppressed

Exponea suppressed the email due to one of the following: missing consent, Frequency policy, Cumulative bounce, Suppression lists or Email list hygiene filter. The attribute type and message will contain details of the suppression type.

2. Delivering the email

Status

Describtion

delivered

Email provider confirmed delivery of the email.

soft_bounced, hard_bounced, preblocked

The email provider notified Exponea that the email bounced and was not delivered. See section Bounce management for more details.

2. User interactions

Status

Describtion

opened

The customer opened the email (the pixel in the email was loaded).
Note that some services block these pixels, which may result in customers who only have the clicked event tracked, without opened.

clicked

The customer clicked on a link inside the email. This also includes clicking on the unsubscribe link.

unsubscribed

User unsubscribed using List unsubscribe.

complained

The customer marked the email as spam. See section Bounce management for more details.

Bounce management

Email messages that were not successfully delivered to an email address constitute an email bounce. This will result in an automatic email response from the mail server or mailbox provider like gmail, notifying the email sender of the non-delivery and other information. Exponea automatically processes these responses from email providers and assigns every unsuccessful email delivery attempt into one of the following bounce categories:

Soft bounce

Emails could not be delivered because of temporary problems, such as the domain being temporarily down.

Action:

  • Track campaign event with status=soft_bounced

Hard Bounce

Emails could not be delivered because of permanent problems, such as the address is undeliverable, e.g. it doesn’t exist.

Action:

Cumulative Bounce

Emails could not be delivered because of problems that can be temporary or permanent such as missing MX records for the domain or full inbox. See section cumulative bounce logic for more details.

Action:

  • Track campaign event with status=soft_bounced and cumulative=true

🚧

Only for Mailgun

Cumulative bounce is currently only available for Mailgun.

Preblocked

Emails could not be delivered because they were blocked by the email service provider, e.g. when the address is on the suppression list of the provider.

Action:

Complained

Emails could not be delivered because they were l marked as spam or sent to the spam folder.

Action:

  • Track campaign event with status=complained
  • Revoke consent used for sending the particular campaign

Invalidating a contact

In case of permanent bounces such as Hard Bounce or Preblocked Exponea automatically invalidates the contact to prevent further attempts to send emails and protect your IP reputation and deliverability.

Action:

  • Customer attribute email_invalid set to true
  • Track event contact_invalid containing details about the invalidation:
    • Channel: lists the channel through which you approach your customer's invalid contact details (example: email)
    • Contact_info: lists the customer's exact email address that was deemed invalid
    • Reason: lists the reason why was the email address deemed invalid
      • Source: identifies which source determined that the contact is invalid (example: Exponea / ESP).

Once email_invalid attribute is set for a customer profile Exponea will automatically exclude such profile from all email campaigns and won't try to send further emails.

🚧

Transactional Emails

Setting the email_invalid flag does not have an effect on transactional emails, we always try to send those regardless of any suppression.

Cumulative bounce logic

🚧

Only for Mailgun

Cumulative bounce is currently only available for Mailgun.

Cumulative bounce logic is applied to bounces that can either be temporary or permanent and only after repeated failed attempts can we confidently classify it as a permanent bounce. Cumulative bounce logic will watch for repeated soft bounces with attribute cumulative=true and based on the defined rules will first result in temporary suppression and eventually in permanent suppression:

  • Temporary suppression
    Will temporarily suppress email addresses for a defined period of time (7 days)
    This will result into campaign event with status=”suppressed” and message=”Temporarily suppressed due to repeated soft bounces for this email address” and valid_until=timestamp
  • Permanent suppression
    Will permanently suppress email address and invalidate the contact, tracking event invalid_contact with reason=“Permanently suppressed due to repeated soft bounces for this email address”

Rules for the cumulative bounce

  • If there are 3 consequent soft bounces in 7 days or 5 consequent soft bounces over any timeframe, this will lead to temporary suppression for 7 days.
  • After the temporary suppression expires, 1 soft bounce consequently after that will lead to permanent suppression.

📘

Consequent soft bounces mean no signs of activity (delivered/open/click campaign events) in between soft bounces (with attribute cumulative=true)

These rules are evaluated at the time of next campaign sending attempt e.g:

  • If the next sending attempt is within the period of temporary suppression (7 days since the last soft bounce), the sending will be blocked and result in campaign event with status=”suppressed” and message=”Temporarily suppressed due to repeated soft bounces for this email address”
  • If Customer already has 3 soft bounces, the temporary suppression period is over, and they have another soft bounce, they won't get permanently suppressed immediately after the last soft bounce. Permanent suppression will appear with the next campaign sending attempt.

📘

Cumulative logic will not apply if the email property does not match the recipient in the soft bounce events counted in the cumulative bounce

Updated 2 months ago

Email Tracking and Bounce Management


Suggested Edits are limited on API Reference Pages

You can only suggest edits to Markdown body content, but not to the API spec.


We rely on cookies

to optimize our communication and to enhance your customer experience. By clicking on the Accept and Close button, you agree to the collection of cookies. You can also adjust your preferences by clicking on Manage Preferences. For more information please see our Privacy policy.

Manage cookies
Accept & close

Cookies preferences

Accept & close
Back