What are the different email delivery events?

Knowing if your emails are being delivered to users and how they're being engaged with is crucial for running a successful email newsletter.

At beehiiv, we understand the importance of providing you with the right tools to monitor and optimize your email performance. Our advanced email analytics are designed to help you stay informed about various email events and improve your overall email strategy.

Below is an easy-to-understand breakdown of the nine email events that play a role in your email's journey after you hit "send." With this information, you can make informed decisions and optimize your email campaigns for better results.

  1. Processed: Think of this as the starting point of your email journey. When beehiiv receives your email and prepares it for delivery, the "processed" event is triggered. Each email sent through our system generates a processed event, except for dropped messages (see below).

  2. Blocked: Sometimes, an email won't be sent to the recipient for various reasons. The "blocked" is the result of emails that are dropped, failed deferral, or rejected by the recipients server for any number of reasons.

  3. Deferred: If an email can't be immediately delivered but hasn't been rejected, a "deferred" event occurs. We'll keep trying to deliver the email for 72 hours before it turns into a block. This is also known as a soft bounce.

  4. Bounced: When a server refuses or fails to deliver an email, a "bounce" event is triggered. There are a variety of reasons that an email message can bounce: the email address doesn't exist, the inbox is full, server outages, poor sender reputation due to spam complaints, flagged content in the message content, or a restrictive DMARC record for your sending domain.

  5. Delivered: The "delivered" event occurs when the receiving server accepts an email. However, this doesn't guarantee that the email will end up in the recipient's inbox. The remaining four events provide more information about the email's final destination.

  6. Open: An opened email is the first step toward achieving your desired action from the recipient. The "open" event is triggered when an email is viewed with images enabled. Like other email service providers, beehiiv uses a transparent image beacon to track opened messages.

  7. Clicked: The "click" event represents the peak of email engagement! It occurs when the recipient clicks a link in your email.

  8. Reported Spam: This happens when a user marks an email as spam. From there, the Internet Service Provider (ISP) will send the spam complaint to the Email Service Providers (ESP) like beehiiv. When we receive a complaint, a "spam report" event is triggered. This allows you to take appropriate action and avoid sending future emails to that address. Note: Gmail does not send spam complaints back to ESPs, so beehiiv doesn’t have visibility into any Gmail users that mark emails as spam. 

  9. Unsubscribed: The "unsubscribe" event happens when a recipient unsubscribes from your mailings, indicating they don’t want to receive the email newsletter anymore. 

By understanding these email events, you can better tailor your email campaigns and make data-driven decisions that contribute to your success. beehiiv is committed to providing you with the tools and insights you need to excel in your email efforts. 


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