Send Campaign Events to Your CRM with Outgoing Webhooks

By Aries Leads — app.ariesleads.com

Outgoing webhooks let your email platform push real-time campaign events to your CRM, analytics service, or automation tools. If you run sales sequences (cadence) or newsletter campaigns with unlimited email sends, webhooks allow you to keep contact records and workflows synchronized without polling APIs.

What events can you send with outgoing webhooks?

Typical webhook events available for sales sequences and newsletter campaigns include:

• When the first email is sent
• When a follow-up is sent
• When a prospect replies
• When a prospect opens
• When a prospect clicks
• When a prospect visits a page
• When a prospect converts on a page
• When a prospect unsubscribes
• When a prospect bounces
• When a prospect score is equal / over a threshold
• When a new contact is created

Why use outgoing webhooks?

• Real-time synchronization: Immediately update lead status, create tasks, or trigger automations when events occur.
• Lightweight integration: Webhooks push data to your endpoint — no polling required.
• Flexibility: Route events to CRMs, Zapier, Integromat/Make, analytics, or custom services.
• Scalable workflows: Use events to automate lead scoring, segmentation, and follow-up actions.

Quick setup: How to create an outgoing webhook

1. Open the Webhooks / API menu in your Aries Leads dashboard.
2. Enter your endpoint URL — the public URL that accepts POST JSON payloads (HTTPS recommended).
3. Select the webhook type(s) from the dropdown (e.g., "When a prospect replies", "When a prospect opens").
4. Click “Create a webhook” and save. Your webhook will now receive JSON each time the selected event triggers.

Sample JSON payload

{    "event": "prospect.replied",    "timestamp": "2025-09-01T12:34:56Z",    "campaign_id": "camp_12345",    "sequence_id": "seq_67890",    "prospect": {      "id": "lead_98765",      "email": "jane.doe@example.com",      "first_name": "Jane",      "last_name": "Doe",      "score": 45    },    "message": {      "message_id": "msg_abc123",      "subject": "Quick question",      "body_text": "Thanks for the update — happy to chat.",      "thread_id": "thread_xyz"    }  }  

Security & best practices

• Use HTTPS: Always provide an HTTPS endpoint to encrypt data in transit.
• Validate signatures: If supported, enable HMAC signatures on webhook requests and verify them server-side to ensure authenticity.
• Use IP allow lists: If your server supports it, restrict incoming connections to the platform's webhook IP addresses.
• Rate limit & retry logic: Build idempotency checks and retry handling — expect occasional timeouts and retries from the sender.
• Log everything: Keep a log of incoming webhook requests and responses for troubleshooting.

Idempotency & retry guidance

Webhook senders will commonly retry delivery on 5xx or connection errors. To avoid duplicate processing:

• Use the event's unique IDs (message_id, prospect.id, event timestamp) to detect duplicates.
• Respond with HTTP 200 quickly for success; respond with 4xx for client errors so the sender does not retry.

Common implementation patterns

• CRM sync: Create or update prospect records and append event notes (e.g., 'Opened', 'Clicked', 'Replied').
• Workflow triggers: Push events to your automation platform to create tasks, start sequences, or notify reps.
• Analytics: Send events to analytics pipelines (e.g., segment events) for attribution and reporting.

Integrating with Zapier & no-code tools

If you prefer no-code integrations, connect your webhook to Zapier, Make (formerly Integromat), or other connectors. Zapier can receive a webhook POST and then create CRM records, add tags, or send Slack notifications — all without writing server code.

Troubleshooting tips

• No deliveries: Check the webhook URL is publicly reachable and that your server responds with HTTP 200 quickly.
• Authentication failures: Verify HMAC signature header and the shared secret match.
• Duplicate events: Ensure idempotency by storing recent event IDs.
• Unexpected payload: Log the raw payload and compare with the platform’s documentation to ensure fields match.

Audit & monitoring

Monitor webhook deliveries from your Aries Leads dashboard — most platforms show recent deliveries, response codes, and retry attempts. Use this information to diagnose misconfigurations on your endpoint.

Privacy & compliance

• Ensure you only forward data you are authorized to share with third-parties (GDPR, CCPA considerations).
• Mask or avoid sending sensitive PII unless necessary and encrypted.

Want help setting up webhooks? Sign in to Aries Leads and go to API / Webhooks to create your outgoing webhook and choose the event types you need.