Email & Campaigns

Email is a product surface here, not just transactional plumbing. The platform runs bulk marketing campaigns, tracks how they perform, and protects sender reputation — all on top of AWS SES.

Transactional email

Fifteen mailers cover the lifecycle of the store — orders, OTPs, wishlists, flash sales, gift cards, payouts, vendor applications, and more. They share an ApplicationMailer base, render HTML-only emails, and are always delivered via deliver_later so a slow mail provider never blocks a web request.

Marketing campaigns

EmailCampaign drives bulk sends:

  • Audience segmentation — CampaignAudienceService builds the recipient list from user segments rather than blasting everyone.
  • Block-based composition — CampaignBlockRenderer assembles a campaign from content blocks; CampaignHtmlSanitizer keeps the output safe.
  • Delivery — SendEmailCampaignJob fans the send out across background workers, throttled by EmailSendRateLimiter to stay within SES limits.

Tracking

Every campaign send is measured:

  • Open tracking — a tracking pixel, with EmailOpenClassifier distinguishing genuine opens from prefetch noise.
  • Click tracking — CampaignLinkRewriter rewrites links so clicks are recorded as email_campaign_link_click rows.
  • Attribution — CampaignAttributionService ties downstream conversions back to the campaign that drove them.

Protecting deliverability

Sending bulk mail badly gets a domain blocklisted. The platform guards against that:

  • Bounce & complaint handling — email_bounces and email_complaints capture SES feedback.
  • Suppression — EmailSuppressionService ensures addresses that bounced or complained are never mailed again.
  • Newsletters — NewsletterSubscription supports double-opt-in and tokenised one-click unsubscribe.

Re-engagement

Email also closes the loop on shopping behaviour: abandoned-cart recovery, abandoned-wishlist reminders, price-drop alerts, and restock notifications all run as scheduled background jobs.

Key files

Concern Files
Models EmailCampaign, EmailCampaignRecipient, EmailCampaignLinkClick, EmailBounce, EmailComplaint, NewsletterSubscription
Services CampaignAudienceService, CampaignBlockRenderer, CampaignLinkRewriter, CampaignAttributionService, EmailSuppressionService, EmailSendRateLimiter
Jobs SendEmailCampaignJob, EmailOpenClassifier