Delivery events can tell your team who may need a next step. Use clicks, replies, and repeated engagement as context, then review the customer record before outreach.

What this guide helps you do

• Identify events that are useful for follow-up.
• Create tasks or Audiences from engagement signals.
• Avoid contacting people based on weak or misleading signals.

Before you start

• Know the campaign goal and main call to action.
• Review Customer 360 before assigning follow-up.
• Confirm the contact can receive the type of follow-up you plan.

Do it manually

1. Open the delivery or campaign report.
2. Filter to meaningful events such as clicked, replied, registered, or submitted a form.
3. Open sample customer records to confirm context.
4. Create a follow-up Audience, task list, or journey entry.
5. Assign owners and due dates for manual follow-up.
6. Track outcomes in Customer 360.

Ask Faster AI

• Create a follow-up task list for people who clicked the pricing link and have no booking.
• Build an Audience from high-intent engagement events and preview the count.
• Summarize which engagement events from this campaign deserve sales follow-up.

Review before saving, sending, or starting

• Use clicks and opens as signals, not proof of purchase intent.
• Check whether the person already converted before follow-up.
• Avoid sending repeated messages to people who unsubscribed or bounced.

Common issues and fixes

• If follow-up volume is too high, narrow the event criteria.
• If tasks lack context, include campaign name, link clicked, and suggested next action.
• If people complain, review consent, frequency, and Audience rules.

After you review delivery data

• Look for patterns across bounces, skips, clicks, replies, and unsubscribes instead of reacting to one number alone.
• Open the customer records behind important events so follow-up is grounded in real context.
• Create cleanup tasks for bad addresses, risky lists, missing consent, or unclear ownership.
• Use the findings to improve the next Audience, broadcast, journey, newsletter, or sequence before sending again.

Email deliverability at scale

For how delivery events become the feedback loop behind safer follow-up and better reputation, read the deliverability engineering article. What It Takes to Deliver Email at Scale.

Referral systems for local businesses

For how replies, clicks, and other engagement events can point to referral-ready customers, read the referral strategy article. Referral Strategies for Local Businesses That Don't Feel Awkward.

Connected workflows

• Manage sender mailboxes
• Respect unsubscribe and contact preferences
• Review campaign performance
• Use customer activity for follow-up

Placeholder media

• Screenshot placeholder: add an annotated screenshot of use delivery events for follow-up with customer names, emails, counts, and private campaign data blurred.
• Video placeholder: add a short walkthrough that starts from Engagement, shows the manual path, then shows the review step before any journey, broadcast, newsletter, or sequence goes live.

Related help

• Review engagement events
• Investigate bounces and skips
• Troubleshoot email deliverability