Before sending: the list, purpose and responsibilities
When sending, record the purpose of the communication, the range of recipients, the approver of the content and the technical person in charge. Duplicate or known incorrect addresses must be addressed before launch. Opt-outs and exclusions should be part of the list preparation. The organization must separately clarify the conditions under which the given communication can be sent.
Sender identity and a test send
Sender domain settings should be checked with IT. SPF, DKIM, and DMARC support different parts of sender authentication; the specific setting depends on the infrastructure used. In the test send, the appearance, personalized fields, links and the reply address should also be checked. Correct authentication does not guarantee placement in the inbox.
Sending is not the same as reading
Separately handle the send request, receiving server reception, and any subsequent error. The receipt feedback provides information about the server-side delivery step, it does not verify human reading. Therefore, the meaning of each status, the source of the event and the time should be clear in the report.
Temporary and permanent error
A host system that is temporarily unavailable requires different handling than a permanently rejected address. The order of retries and the stop condition must be set in advance. Don't start a new, complete campaign just because some recipients don't have a final status yet: check the event history of the affected messages first.
Complaint, opt-out and operator decision
Bounce, complaint and unsubscribe are separate events. Determine which event triggers which exclusion, list correction, or investigation. Have a designated person to supervise the run and pause it if necessary. The internal action limits must be adapted to the conditions of the service used and the operation of the organization.
What should the management report include?
Designated recipients, excluded addresses, sending attempts, messages received by the receiving server and final errors should be separated. In addition to the ratios, the denominator and the examined period should be included. Measure the business result separately: for example, a response, negotiation or case closure, if these can actually be followed in the given process.
How does NOPA relate to this?
NOPA's bulk email workflow combines preparation, scheduled sending, and event processing. The communication belonging to the case can be assigned to the document process with a common identifier, according to the agreed matching. In the survey, the specific solution must be determined based on the list size, the sender domain, the load and the desired report.
The difference in sending events is also illustrated by a service provider example: Amazon SES - Defining Send Events (English). This is conceptual background, not a statement about NOPA's infrastructure.