Skip to main content

How Sending Works: From Edition to Broadcast to Delivery

Explains the journey a message takes as a draft Edition becomes a sent Broadcast and is delivered to recipients' inboxes.

In short​

An Author builds an Edition (the email itself) inside a Folder, chooses who receives it, and schedules or sends it. At that point the Edition becomes a Broadcast — a specific send to a specific audience. The platform then personalizes a copy for each subscriber, hands the messages to the sending infrastructure, and delivers them to inboxes. From there, subscriber activity (opens, clicks, and more) flows back into your reports.

Why it matters​

Knowing where you are in this journey tells you what you can still change and what has already happened. Before a Broadcast is sent, you can freely edit content, audience, and timing. Once sending begins, the content is locked in for that send, and your attention shifts to delivery health and reporting. Understanding the stages also helps you troubleshoot: a problem with wording is an Edition issue, while messages not arriving is usually a delivery or list-hygiene issue.

How it works​

The path has four stages:

  1. Author the Edition. You design and write the email in a Folder, adding personalization tokens so each subscriber sees relevant details.
  2. Choose the audience and schedule. You select the subscribers to receive it and pick a send time (now or later). Confirming this creates the Broadcast.
  3. Personalize and hand off. For each subscriber, the platform resolves personalization tokens, applies any suppression rules, and passes the finished message to the sending infrastructure.
  4. Deliver and measure. Messages reach inboxes (or bounce/are suppressed), and engagement data returns to your reports.

Example: A monthly newsletter Edition with a {{first_name}} token, sent to your "Active subscribers" list at 9 a.m., becomes a Broadcast that produces thousands of individually personalized emails — then a report showing opens and clicks. (Confirm the exact scheduling and audience steps in your account.)

Canonical terms: Author, Edition, Folder (Project Folder), Broadcast. See the Glossary.