The Power of Event Webhooks: Top 3 Advantages

May 03, 2023
Written by
Shalini Pal
Opinions expressed by Twilio contributors are their own
Reviewed by
Ravleen Kaur
Opinions expressed by Twilio contributors are their own

The Power of Event Webhooks: Top 3 Advantages

Event Webhooks are an essential tool for businesses that rely heavily on email marketing. They provide real-time* data on customer interactions with emails, allowing businesses to make data-driven decisions to improve their email marketing campaigns. Event Webhooks are a powerful way to collect, process, and deliver events in real-time. 

There are two types of events: delivery and engagement. These events are delivered through a POST request to the defined target URL. One of the greatest advantages of Twilio SendGrid’s Event Webhook is that the data is in real-time. 

Challenges for email programs

Email programs come in all different sizes, but many of SendGrid’s customers face similar issues. Our new Event Webhook features aim to solve the common pitfalls teams face when working with email data.

Marketing and analytics

Companies are always on the lookout for new and innovative ways to collect data in order to streamline their operations and build accurate customer profiles that enable personalized customer experiences. Our customers have expressed the need for multiple endpoints because they have to make the difficult choice between using Iterable for marketing analytics or getting all the data and building data analytics tools in-house.

Customers are challenged when their email program scales and grows with SendGrid and sending traffic increases greatly. With increased email volumes, customers are constantly looking for a turnkey solution for marketing and analytics. They want raw data directly from SendGrid so they can create their own visualizations and interpretations and also integrate with third-party analytics providers.

Ownership within teams

Customers also face a lack of ownership for the endpoints used by their internal teams. This often results in delays and difficulties for teams seeking a more efficient way to work together and manage resources. SendGrid’s latest Event Webhook update solves this problem by allowing internal teams to have their own endpoints, giving them greater control and ownership over their data and enabling teams to make better and more informed decisions. For example, if your marketing team is interested in looking at engagement event data and your customer support team is interested in delivery event data, each team can stream only the data they need. 

With SendGrid’s latest update to Event Webhooks, you can now send data to multiple destinations and use third-party applications for campaign management. You can also send data yourself and integrate with out-of-the-box marketing solutions that provide more control and flexibility over your data as opposed to being limited to a single endpoint. 

Top 3 benefits of multiple Event Webhooks

Let's take a look at the top benefits of multiple Event Webhooks.

1. Improved customer experience 

Companies can deliver a more personalized and engaging customer experience with Event Webhooks and the right integrations. Once you integrate with your email marketing tool, you can automatically send personalized follow-up emails to your leads. Then, upon collecting data on customer interactions with emails, businesses can provide a more personalized and relevant experience to their customers. This leads to increased customer engagement and loyalty over time

2. Real-time notifications 

Webhooks provide real-time notifications, ensuring that you can respond quickly to critical events. If a customer makes a purchase on your website, you can use a webhook to notify your order management system, ensuring that the order is processed promptly.

3. Data backup and recovery

With the ability to send data to multiple endpoints, customers no longer have to worry about losing their data. You can now back up and secure data to an endpoint of your choice. SendGrid's webhook retry mechanism ensures that if data is lost or if your endpoint is experiencing issues, SendGrid will retry sending events data for 24 hours. Even if the endpoint is down for a few hours, the data will still be sent when the endpoint is back up. You'll have peace of mind knowing that your data is backed and secure.

Leverage Twilio SendGrid’s Event Webhooks

It’s crucial to ensure that user data is protected and secure while accessing data to improve your email sending and deliverability. With Twilio SendGrid, you can configure and settle up security features such as signature verification and OAuth for webhooks with just a few clicks. These two security methods are independent of one another and can be used simultaneously. Read more about our Event Webhooks security features and why email experts love using Event Webhooks.

If you’re new to Event Webhooks and want to learn more, check out our guide to getting started. Have additional questions? Don't hesitate to reach out to our support team

*Event Webhook data is in near real-time. Customers experience events posting either within 30 seconds or when going through batching as the batch reaches a size of 768 kilobytes.

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