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Build an event-driven workflow around your email provider: capture delivery events, update message and recipient records, and suppress addresses that should not be retried. A successful send API response means the provider accepted the request; it does not prove the message reached an inbox.
What email events tell you—and what they do not
Providers expose several stages of an email’s lifecycle. Amazon SES, for example, documents events for sends, rendering failures, rejects, deliveries, bounces, complaints, delays, subscriptions, opens, and clicks. Aggregate statistics can help track overall activity, while event-level records can identify outcomes for particular messages or recipients. The available monitoring methods and their granularity differ; see AWS’s SES sending-activity monitoring documentation.
Keep the stages distinct. A send request can be accepted even when delivery is later suppressed. A delivery event describes delivery to the recipient’s mail system, not guaranteed inbox placement. A delay is not necessarily a final failure, and a send event is not a delivery confirmation.
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Amazon SES
SES supports bounce and complaint feedback through notification email, Amazon SNS notifications, or event publishing. Event publishing can route event data to CloudWatch, Firehose, or SNS; AWS notes that CloudWatch metric use in this context may incur additional charges. Choose a path that covers the messages you send and provides the detail your application needs.
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SES identity notification settings apply to messages sent from that identity in the AWS Region where the notifications are configured. If multiple notification methods are enabled, one event may produce multiple notifications. If neither notification configuration nor event publishing is in place, feedback may instead be forwarded to the message’s Return-Path or Source address. Review AWS’s SES event-notification setup guide and verify the configuration for each sending identity and Region.
Mailgun
Mailgun webhooks send an HTTP or HTTPS POST with a JSON payload to a configured endpoint when an event occurs. Mailgun describes them as near real-time and documents uses such as recording delivery outcomes, removing addresses that bounce, complain, or unsubscribe, displaying message status, and triggering a fallback channel when a critical transactional message fails. See the Mailgun webhook documentation.
Plan capture before sending
Event systems cannot reconstruct events from before monitoring was enabled. AWS says SES monitoring mechanisms do not provide records for emails sent before their implementation. Set up and verify event capture before production sends if you need a usable history; see AWS guidance on SES event logs and notifications.
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Separate permanent bounces from temporary failures
A hard bounce is a permanent rejection, such as an invalid address. Treat it as a reason to stop ordinary retries and suppress the address unless you have a verified correction. A soft bounce reflects a temporary condition, such as a busy receiving server or full mailbox. SES may retry temporary failures and report a final failure only after its retry period, so do not interpret every early delay or temporary failure as a permanent rejection. AWS explains these distinctions in How email sending works in Amazon SES.
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Suppress complaint-generating recipients
A complaint means the message reached the receiving mail system and was marked as spam. AWS advises against repeated delivery attempts to addresses that generate complaints. Complaint data may not identify one person with certainty: ISPs often do not provide the complainant’s address, so an SES event can identify possible recipients from the original message and ISP information. Treat the event as a stop-sending signal, but preserve that uncertainty when attributing it to a recipient.
Apply suppression at the right scope
Suppression behavior is provider-specific, not a universal address list. Mailgun organizes bounce, complaint, and unsubscribe suppressions by domain, and its records can be reviewed in the control panel or accessed through relevant APIs. SES has account-level and global suppression behavior, so an accepted send request may still be suppressed. Check the provider’s suppression scope and status before retrying or troubleshooting a send; see Mailgun’s suppression documentation and AWS’s SES monitoring overview.
Build a resilient event handler
For SES SNS notifications, the payload is JSON with a top-level notification type, a mail object, and an event object such as bounce, complaint, or delivery. A notification can cover several recipients or one recipient; SES does not guarantee notification ordering or batching. Design around those documented limits rather than assuming a stable recipient count or chronological arrival. AWS describes the payload structure in Amazon SNS notification contents for SES.
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- Validate the notification. Confirm it is a legitimate event from the configured provider path before changing account or recipient state.
- Parse by event type. Read the documented event fields and treat recipient entries independently, including when a notification contains multiple recipients.
- Record the event before acting. Persist the provider event and message identifiers alongside the event type and relevant recipient data so later investigation can distinguish a send, delivery, bounce, complaint, or delay.
- Make updates idempotent. Reprocessing the same notification should not create duplicate history or undo a stronger suppression decision. This is a sound engineering safeguard because SES does not guarantee ordering or batching.
- Update recipient and message state separately. A message event records that message’s outcome; a suppression decision affects future sends to an address. Keep enough context to handle a multi-recipient message without applying one recipient’s outcome indiscriminately to another.
- Reconcile gaps. Compare event records with provider-level statistics and investigate missing or unexpected outcomes. Aggregate monitoring and event publishing offer different levels of detail, so use each for the questions it can answer.
Monitor delivery outcomes at the right level
Use aggregate counts and rates to spot changes in sending activity, then use event-level records to investigate specific messages and recipients. Track delivery, bounce, complaint, reject, and delay outcomes separately where your provider exposes them. Segment monitoring by the sending identity, domain, or other configuration scope that matters to your setup; in SES, identity and Region affect notification configuration.
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Do not treat a send count as proof of delivery, or delivery to a mail server as proof of inbox placement. Nor should you infer that an event was captured merely because the provider accepted a send: coverage depends on the event destination and configuration you applied.
Quick Recap
Choosing an event approach
| Decision area | Amazon SES | Mailgun |
|---|---|---|
| Capture options | Notification email, SNS notifications, or event publishing to destinations including CloudWatch, Firehose, or SNS; available detail depends on the method. AWS documentation | Configured HTTP or HTTPS webhook endpoint receives JSON POSTs for events. Mailgun documentation |
| Suppression organization | Includes account-level and global suppression behavior. AWS documentation | Bounce, complaint, and unsubscribe suppressions are organized per domain. Mailgun documentation |
| Configuration scope to check | Identity notification settings apply in the AWS Region where configured. AWS documentation | Domain-organized suppressions; webhook behavior depends on the configured endpoint and event setup. Mailgun documentation |
| Payload ordering and batching | SNS notifications may cover multiple recipients or one recipient; ordering and batch size are not guaranteed. AWS documentation | Not stated in the cited webhook documentation. |
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