1. Processed
This event happens when the email is sent out.
2. Dropped
There are a number of reasons your email will not even be sent to a recipient for the delivery. This event informs your system when an email has been dropped. Further, it provides a reason for the drop, such as if a client unsubscribed previously, or the email bounced or was spam reported before.
3. Deferred
When an email cannot immediately be delivered, but it hasn’t been completely rejected the deferred this is sometimes called a soft bounce. We will continue to try for 72 hours to deliver a deferred message. After 72 hours, the deferral turns into a block.
4. Bounce
If a server cannot or will not deliver a message, SendGrid fires a bounce event. Bounces often are caused by outdated or incorrectly entered email addresses. Many times you won’t know a bounced email address until it bounces, so this event can help you ensure it doesn’t bounce again by removing it from your lists.
5. Delivered
When an email has been accepted at the receiving server, the delivered event happens. This event does not guarantee that the email was placed in the recipient’s inbox. In fact, a delivered email is only the beginning of an opaque process. The remaining four events begin to give us hints about whether anyone will ever see this delivered email.
6. Open Open
An opened email is the first step toward the action you want your recipient to take. This event fires every time your email is viewed with images turned on. Like all email service providers, we use a transparent image beacon to track opened messages. This beacon is currently the only way a sender can tell if an email has been opened.
(To learn how image opens are affected by Google’s new image caching read here)
7. Click
The click is the pinnacle of email engagement! Your call to action, whether it is to confirm a newly registered account or to view a recommended product, asks the recipient to click a link. Pathway tracks that interaction and triggers a click event.
8. Spam Report Spam Report
Most Internet Service Providers (ISPs) provide a feedback loop, sending specific spam complaints to the Email Service Providers (ESPs). When Pathway receives a notice, we trigger a spam event, so that you can react appropriately—or at the very least, never send another email to that address!
9. Unsubscribe
One of the most important events triggers when a recipient unsubscribes from your mailings. Reacting immediately to an unsubscribe by removing the email from your lists can pay long-term dividends in fewer spam reports and a higher engagement rate.
Please note that all management systems with 2-way sync will be able to get these events as an Activity/Abeyance/Suspense with the email attached. More information is on this link.