Since email response is the cornerstone of your transactional email program, having access to open and click data is imperative to optimization. That is why we recommend that you implement the SendGrid Event API. It can provide you with sending activity as far back as the records go without storage restrictions and can POST events included with all relevant categories and unique argument information. Here is some of the data that you can extract using the Event API:


  • Processed

  • Delivered

  • Opens

  • Clicks

  • Unsubscribes

  • Spam Reports

  • Deferred

  • Bounces

  • Drops

The following graphic shows where events can be generated as email is being processed:

You can take the Event API one step further by automating key systems to take a specific action. TeamSnap, a web app for managing sports teams and groups, uses the Event API to automatically remove bounced emails and complainers. They send 10 million emails per month and in order to ensure good transactional email deliverability, they wanted to instantly remove bad email addresses from their file. By implementing a few bits of code, they were able to automate the operation and improve their delivery rate to 99.8%. You can read more about how they did it here.

You can also use the Event API to process or analyze data to present intuitive charts and graphs and even pull this same data into your own interface to manage your data in one place. The Event API also allows you to segment lists according to various criteria such as opens in the past week or clicks in the past month. You can also use the compare categories section to manually select categories and run a side-by-side analysis of data. The main profile dashboard and global stats also offer segmentation of data by category. Armed with this capability, you can customize the data to suit your business needs and optimize your campaigns for better results.

To learn more about how Event APIs work, read our online documentation. To learn more about all of SendGrid’s flexible APIs, download our free SendGrid API Guide.

Carly Brantz
With more than 15 years of experience, Carly Brantz is an email deliverability and inbound marketing veteran. As the VP of Revenue Marketing at SendGrid, Carly empowers her team to transform marketing from a cost center to a revenue generator. With a key focus on funnel optimization, Carly leads the team responsible for content creation, lead nurturing, SEO/SEM, and website optimization. An accomplished speaker, Carly shares her email delivery and revenue marketing tactics as a headline speaker on SendGrid’s international roadshow as well as other Marketing conferences.