How Mail Ward's Omnisend Integration Works

The core value of pairing Mail Ward with Omnisend is twofold: you get enriched deliverability data on every contact Mail Ward screens, and you can automatically unsubscribe contacts whose deliverability score falls below your threshold, before they ever affect a send.

Data that is received from Omnisend is the email address but this is never stored in Mail Ward. Mail Ward will send a

In Omnisend you have the ability to then segment contacts or trigger further automations as well as create dynamic email content with the data from Mail Ward.

How Syncing Data Works Between Omnisend and Mail Ward

We use the webhook action inside your Omnisend automations to receive email addresses in real time. Our system then processes each email address with our internal validation tool and writes the results straight back to Omnisend as custom events, with no delays, ensuring your automations remain responsive and efficient.

Connecting Mail Ward to Omnisend

Adding the Webhook Action in Omnisend

Open the automation you want to screen contacts in, then drag the Webhook block from Flow actions in the left sidebar into your workflow. Place it at the point where contacts should be screened — usually immediately after the trigger, so invalid addresses are caught before any email is sent.

Copying Your Mail Ward Values into Omnisend

Step 2 of the setup wizard in your Mail Ward dashboard shows each value with a copy button. Copy them across one at a time:

{
  "email": "[[contact.email]]"
}

Verifying the Webhook in Mail Ward

Back in Mail Ward, select the automation you just edited. Mail Ward reads its webhook actions and checks two things for each one: that the destination URL points at Mail Ward, and that the X-User-ID header matches your connection.

If everything checks out you're finished — contacts entering that automation will now be screened in real time.

If a webhook action is flagged as incorrect, you have two options: fix it in Omnisend using the values from the previous step, or let Mail Ward apply the settings for you. Because Omnisend does not allow an active automation to be edited directly, choosing the second option means Mail Ward briefly pauses the automation, applies the configuration, and re-enables it:

Understanding Your Mail Ward Data

Mail Ward sends two custom events to Omnisend:

Both appear on the contact's profile in Omnisend and are available as segment conditions and automation triggers, so you can build audiences and workflows from Mail Ward's results the same way you would with any native Omnisend event.

Screened by Mail Ward

This event is tracked whenever an email address is screened through Mail Ward. The event includes deliverability and quality insights about the address so you can use this data to automatically unsubscribe risky or invalid contacts, or personalize your sending strategy based on deliverability health.

You can filter and target screened by mail ward events based on the following properties:

Suppressed by Mail Ward

This event is triggered when a contact is automatically unsubscribed by Mail Ward because their email quality score does not meet the minimum threshold set in your suppression preferences. The event includes details about why the suppression occurred and when the request was sent to Omnisend. You can use this data to track suppression activity, audit deliverability decisions, or trigger workflows when a contact becomes suppressed.

You can filter and target suppressed by mail ward events based on the following properties:

What You Can Do in Omnisend with Mail Ward Data

Create High Quality Segments Based on Scores

Use the Score property to build segments that target only your most deliverable contacts. The example below combines three conditions: contacts subscribed to the email channel, who have been screened by Mail Ward at least once, where the score is above 80 and the address is not a suspected role domain.

You can invert the same idea to exclude lower-scoring contacts from campaigns and reduce bounces, or add Deliverability Status and Disposable Domain conditions for tighter control.

Send Email Confirmation Messages

For addresses that fall into a "risky" score range, you can trigger an automated email confirmation or double opt-in workflow. This allows those contacts to verify their address and move back into your engaged audience if valid, while keeping your main list clean and compliant.

Monitor Deliverability Health

Track changes in deliverability trends by analyzing your Mail Ward events. This helps you understand how many contacts are being screened, what percentage are risky or undeliverable, and how your suppression thresholds affect list quality. Your Mail Ward dashboard also reports screening and suppression volumes across every connected account.

Automate Suppression Management

Use Mail Ward's suppression data to automatically manage who can receive emails from your Omnisend account. Contacts that no longer meet your quality standards are unsubscribed in real time, preventing accidental sends to undeliverable addresses and protecting your sending reputation.

Personalize Communication Based on Deliverability Risk

Adjust messaging for lower-score contacts, such as using lighter-weight transactional templates or alternative channels like SMS, to maintain engagement while minimizing bounce risk.