Overview

A customer's email status determines whether or not they are reachable.

Email status values

The Email Status attribute can have the following values:

Reachable (0): a reachable email address.
Malformed (2): the email address doesn't conform to email address syntax, uses an unidentified tld (top-level domain), or uses the @qq.com domain.
Reported Spam (4): the email address reported content as spam to their ISP.
Hard Bounce (5): messages sent to this email address have hard bounced.

Email campaigns are only sent to customers who are reachable, even if that criteria is not explicitly stated in the targeting criteria. Reachable is defined as email_status=0.

Create a reachable segment

To create a segment of reachable customers:

Navigate to Customers > Profiles via the main navigation.
Select the + Segment option in the upper left.
Select the Create New Segment option.
Select the Have certain attributes expression for Customers who.
Select the Email Status attribute for Customers with attribute.
Select Is Reachable (0) for Where Email Status.
Select the Apply or Save option at the upper right.

The profiles of your reachable customers will be displayed below. However, these customers are still subject to marketing consent.

Email status changes

Validation - An email address is automatically validated the first time it is received and when the address changes from a previous version. The validation will put the customer into the 0 or 2 status.

Email events - Email status can also be changed following a customer's action:

event = email/action = spamreport. The email status set to 4.
event = email/action = hard_bounce. The email status set to 5.

Manage customer subscriptions

There are two approaches to subscription management:

The email service provider (ESP) - Many email service providers provide a mechanism for customers to manage their subscription preferences. The ESP offers subscription management links where customers can opt-in and opt-out of emails. If a customer has unsubscribed, then the ESP will suppress any sends to that customer. Zaius integrates with the ESP, processes unsubscribe events from the ESP and updates the customer's email status appropriately.

Account preferences at the website or app level - Many Zaius' users provide customers with a native account management page where they can adjust their personal information and manage email subscriptions. In these cases, Zaius must be sent list/unsubscribe and list/subscribe events when customers update their preferences. These events can be sent via JavaScript or HTTP API.

Note: It's possible to combine these two approaches; however, Zaius does not inform the ESP of a customer resubscribing. If a resubscribe event is sent, the email may still be suppressed by the ESP.

Special considerations

Some third-party providers handle data in ways that require particular policies or processes to be used.

QQ.com

Emails to qq.com addresses are suppressed to protect your email reputation and deliverability rates. Tencent, the owner of qq.com, has a stringent email frequency/rate policy, which the vast majority of ESPs are unable to accommodate.