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Webhooks: Replies, Bounces, and CRM Automation

Webhooks: Replies, Bounces, and CRM Automation


Purpose


This article is for teams that send SuperSend webhooks to a CRM or automation tool (for example GoHighLevel, Make, or Zapier) and want to get notified about real prospect replies without being flooded by delivery failures, bounces, or automated mail such as out-of-office. It explains how SuperSend classifies inbound mail into different webhook event types, how to turn event types on or off, and what to do if your downstream workflow is still too noisy.


Prerequisites


  • A Webhook integration configured on a campaign or with Apply to all campaigns at the team level
  • Permission to edit Campaign or Org integrations (depending on where the webhook is attached)


How inbound email maps to webhook events


When someone sends mail back to a campaign mailbox, SuperSend analyzes the message and fires one primary email webhook type for that inbound, depending on what the message is:


What you care about

Typical webhook event

Notes

A person replied to your outreach

reply

Fired when the message is treated as a real reply (for example interested, question, meeting request, not interested, needs review, and similar categories).

A delivery failure or bounce notification

bounce

Fired when the message is classified as a bounce or undeliverable-style notification. The payload can include bounce details.

Out-of-office or similar auto-replies

autoresponse

Fired for out-of-office style messages, separate from human replies.


Other email-related events (for example open, click, unsubscribe, email_sent) are separate toggles and are not the same as an inbound “reply.”


Important: There is no separate checkbox labeled “exclude server mail from replies.” Routing is done by event type: bounces and typical auto-replies are intended to use bounce and autoresponse, not reply. If a specific message is misclassified, you may occasionally see unusual content; in those cases use the troubleshooting section below.


Steps: Reduce noise using SuperSend toggles


  1. Go to Admin → Integrations (org-level), or open Campaign Settings → Integrations for the campaign that owns the webhook.
  2. Open your Webhook integration.
  3. Use per-event toggles to enable only what your CRM workflow needs:
  • To only automate on human-style replies, keep reply enabled and turn bounce and autoresponse off if you do not want those events sent to your URL.
  • If alerts come from bounce or autoresponse in your external tool, disabling those events here stops SuperSend from sending them.


  1. If you use Apply to all campaigns for a team webhook, the same event toggles apply across campaigns—confirm they match what each automation expects.


  1. Save your changes.


Steps: Filter in your CRM or automation tool


Even with the right toggles, your receiving tool may still alert on every POST. Configure it to act only on the events you want:


  1. Inspect the JSON body SuperSend sends. The field type identifies the event (for example reply, bounce, autoresponse).
  2. In your workflow, add a condition so that only type: "reply" (or whichever types you need) continues the automation or sends a user notification.
  3. Optional: add filters on reply.text or reply.subject to ignore patterns your team considers noise (for example repeated automated phrases), if your tool supports it.


For headers, some automations can read X-SuperSend-Event; the payload type field is the reliable source for branching.


Expected result


  • With only reply enabled (and bounce/autoresponse off), your endpoint receives fewer event types, so CRM or workflow alerts should align with reply traffic only.
  • When multiple event types are enabled, your automation should branch on type so bounces and auto-replies do not trigger the same alerts as real replies.


Troubleshooting


  • Issue: You still get many alerts and the payload type is bounce or autoresponse.

Fix: Turn off the bounce and/or autoresponse event toggles for that webhook integration, or add a filter in your external tool so only type: "reply" runs your workflow.


  • Issue: The payload type is reply but the content looks like a system or undeliverable message.

Fix: Note the subject and a short snippet from reply.text and contact support so the team can review classification. As a workaround, add filters in your automation on subject/body patterns you want to ignore.


  • Issue: You need the exact field names or sample payloads for developers.

Fix: Use the public API documentation at docs.supersend.io (Webhooks section) for full payload structure, optional headers, and signing details.




Updated on: 21/03/2026

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