How Mailwell covers the whole of email marketing
Mailwell keeps subscriber data, how you reach them, and how you read the results in one place. It starts with a contact list you enrich with custom fields and tags, so you always know exactly who you are emailing and why. Double opt-in at sign-up, plus automatic handling of unsubscribes and bounces, keeps the database clean without you working through contacts one by one.
For sending itself, you get a visual editor as well as room for your own HTML, scheduling for an exact time, and A/B testing on subject lines for one-off campaigns. When something needs to happen repeatedly – a welcome series after sign-up, a nudge after inactivity, a sequence after a purchase – automation sequences on the Growth plan and above run on preset triggers, so you are not re-launching a campaign by hand every time.
Every campaign gets its own stats on opens, clicks, bounces and unsubscribes, available right after sending rather than buried in a monthly summary. On the Pro and Enterprise plans, the REST API and webhooks add the ability to drive subscribers, campaigns and sequences straight from your own system, and to receive event notifications in real time instead of polling for data on a schedule.
Subscriber management
Subscribers are the foundation. Organise them into lists, label them with tags, and keep the database clean.
Every subscriber is a record with an email, a name, and whatever custom fields you define yourself – order history, language, anything you need when deciding who gets what. You add them to one or more lists and tag them, so later you can filter across the whole database without rewriting any data.
New contacts confirm through double opt-in, so typos and other people's addresses never make it into a list. When someone unsubscribes, or their inbox permanently rejects an email, Mailwell marks them and stops sending automatically – you do not have to track bounces by hand and risk damaging your sender reputation.
- Import and export via CSV or the API
- Double opt-in confirmation for new sign-ups
- Custom fields for any contact data you keep
- Unsubscribes and bounces handled automatically
Lists and segmentation
Split the database by what you know about your contacts and how they behave.
Lists and tags solve two different problems. A list decides who gets which campaign and from which sender address; a tag that crosses lists marks a trait of the contact – language, or interest in a particular topic, for instance. Combine both and you reach exactly the group you want without duplicating the database.
Dynamic segments go a step further – you define a condition on a custom field or behaviour, say opened the last campaign and on the Newsletter list, and Mailwell keeps recalculating it. There is no manual update needed after every change; the segment always reflects the current state of your contacts at send time.
- Unlimited lists
- Tags for segmentation that cuts across lists
- Dynamic segments based on behaviour and custom fields
- A sender name and address per list
Campaigns
Build the email, pick the audience, send – or schedule it for an exact time.
Build a campaign in the visual editor by dragging blocks, or upload your own HTML template when you need full control over the layout. Before sending, you pick a list or segment as the audience, and you can set an exact date and time instead of clicking send at eight in the morning yourself.
For a subject line, you can prepare two variants and Mailwell sends them to a slice of the audience first, so you see which one wins before the rest of the campaign goes out. Once it is sent, opens and clicks show up in real time, instead of waiting for a monthly report to find out.
- Visual editor as well as your own HTML templates
- Scheduled sending
- A/B testing on subject lines
- Open and click tracking
Automation sequences
Drip campaigns that run themselves: a welcome series, onboarding, or re-engagement after a quiet spell.
A sequence is a series of emails with its own delay between steps, triggered when someone joins a list, gets a tag, or when a custom event reaches Mailwell through the /api/v1/events API endpoint – a completed order, say, or a trial ending. Once it is set up, it runs without further input from you.
For every contact you can see exactly which step of a sequence they are on and when the next email goes out, which makes debugging a more complex onboarding or re-engagement flow much easier. Automation sequences are part of the Growth plan and above – Free and Starter send one-off campaigns only.
- Multi-step sequences with delays between steps
- Triggers on sign-up, on a tag, or on a custom event
- Custom events through the /api/v1/events API endpoint
- See exactly where each contact sits in a sequence
Analytics
The numbers that show what worked – in real time, not tomorrow.
For every campaign you see open rate, click rate, bounces and unsubscribes right after sending, alongside a breakdown by device and recipient country. Instead of one summary number, you can tell whether the problem is the subject line, the content, or a part of the database that has gone stale.
You can compare campaigns against each other, so you find out whether that last change to the subject line or send time actually moved the open rate, or just looked like it did. A deliverability and complaint report flags a declining sender reputation before it shows up across most of your campaigns.
- Opens, clicks, bounces and unsubscribes
- Breakdown by device and geography
- Compare campaigns against each other
- Deliverability and complaint reporting
REST API and webhooks
Anything you can do in the interface, you can do through the API. Mailwell is built to be integrated.
The REST API covers subscribers, lists, tags, campaigns and sequences, so creating a contact, triggering a sequence, or reading a campaign's stats can all be wired directly into your online shop, app, or internal system. Batch operations handle a larger import in one call, instead of hitting the endpoint once per row.
Rather than polling the API for changes, Mailwell can push webhooks for 11 event types – from a campaign open, through a click, to bounce.received – and every payload is signed, so you can verify with HMAC that it actually came from us. The REST API and webhooks are part of the Pro and Enterprise plans.
- JSON API for subscribers, lists, tags, campaigns and sequences
- Webhooks for 11 event types including bounce.received and campaign.clicked
- Signed webhook payloads you can verify with HMAC
- Batch operations for large imports
Frequently asked questions about the features
Can Mailwell connect to my online shop or app?
Yes, through the REST API and custom events sent to the /api/v1/events endpoint. Rather than a set of pre-built connectors to specific platforms, you get a general-purpose API you can wire up to any system – an online shop, your own app, or an internal tool. The REST API and webhooks are available on the Pro and Enterprise plans.
How does double opt-in work, and do I have to use it?
Double opt-in means that after signing up, a contact gets a confirmation email and only joins the list once they click the link inside it. You choose whether to require it per list – it is worth turning on for public sign-up forms in particular, where it protects the database from typos and other people's addresses.
What happens when an email bounces or someone unsubscribes?
Mailwell records the bounce or unsubscribe automatically and stops sending to that contact on the list in question, so nothing further goes out to them. Repeated hard bounces also show up in the deliverability report, so you catch a declining database or sender reputation early, rather than after it affects a wider batch of campaigns.
Can I set up automated emails, like a welcome series after sign-up?
Yes, through automation sequences – multi-step series with a delay between steps, triggered by joining a list, a tag, or a custom event from the API. The feature is part of the Growth plan and above; on the Free and Starter plans you can currently send one-off campaigns only.
Can I code my own HTML template instead of using the visual editor?
Yes, when building a campaign you can choose between the visual editor and uploading your own HTML. That is useful if you already have a template from another platform, or need a layout the visual editor cannot produce. Open and click tracking works the same way regardless of which one you use.
The full API reference
Endpoints, authentication, rate limits, webhooks and error codes in one place.
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