Every send has a route log. Every failure has a reason.
Seven filtered inboxes, a route log for every recipient, and a retention window long enough to answer regulators. When your campaign under-performs, the answer is one filter away — not three dashboards and a spreadsheet.
“What happened to yesterday’s send?”
The campaign under-performed. Someone on your team asks “what happened?” and the answer is a three-hour spelunk through three provider dashboards and a spreadsheet export. Even then, half of yesterday’s 30,000 sends land in a category called “Other” — no recipient breakdown, no failure reason, no way to tell whether it was a corporate firewall, a soft bounce that never retried, or a suppression you didn’t know was in place.
The route log is the source of truth.
sendrules records every recipient, the rule that matched, the provider that carried the message, the checks that ran on it, the ISP response received back, and the exact timing of every hop. There is no “Other” bucket — every message resolves to a documented outcome, and every outcome carries the reason string that produced it. When yesterday’s campaign under-performs, the shape of the failure is visible in one filter.
Seven filtered inboxes — one workspace.
Every send lands in the right inbox on the way through. The failure modes get first- class filters instead of a shared queue you scroll for context.
What a route log actually shows.
Open any recipient in Activity and the route log tells you the rule that matched them, the provider that was selected under that rule, the pre-send checks that ran (suppression, mailbox check, disposable-domain check, brand-pin enforcement), the precise response the ISP returned, and the millisecond timing of every step. If the message deferred and retried, every attempt is on the same timeline. If it was replayed, the replay is threaded to the original.
That log is the answer to “why didn’t this land?” It’s also the artefact you hand to a customer, an on-call engineer, or an auditor when the question is asked. Anonymous share links let you send a single log without provisioning an account.
Regulator-ready — for as long as your retention window says.
Every send and every configuration change is retained for the window your plan defines — not the 30-day dashboard rolling window most ESPs give you. Actor identity is captured on every mutation so the audit answers “who changed this and when” without a code review. Records are append-only inside the retention window; a deletion request against a data subject removes their personal data without erasing the audit shape of what happened.