SendGrid connector

Use your SendGrid data for reporting, automation and AI.

Data Panda brings your SendGrid data together with the data from the rest of your business. From one place, we turn it into dashboards, automations, AI workflows and custom apps your team uses every day.

SendGrid
 Data Panda Reporting Automation AI Apps
SendGrid
About SendGrid

Where your transactional mail really lives.

SendGrid was founded in 2009 in Denver by Isaac Saldana, Jose Lopez and Tim Jenkins to solve one specific problem: developers trying to send email from their own servers kept ending up in the spam folder. The company went public on the New York Stock Exchange in November 2017 and was acquired by Twilio in February 2019 for roughly two billion dollars, where it now runs as Twilio's email division. According to its own numbers it delivers more than 100 billion emails every month across the platform.

The product is not a newsletter tool. SendGrid is primarily the Email API that applications call when a user resets a password, a webshop confirms an order, a billing system fires a receipt or a SaaS product nudges a failed login. The Marketing Campaigns module exists on top of the same infrastructure, but the centre of gravity is transactional: the message that has to arrive within sixty seconds of the event that triggered it, on the right device, without landing in the spam folder. The point of pulling SendGrid into a warehouse is that its statistics, bounce logs, block lists, spam-report feeds and suppression tables describe a different reality from the marketing dashboard: sender reputation, time-to-inbox, template-level deliverability and the IP-warmup state that decides whether next Tuesday's order confirmation arrives at all.

What your SendGrid data is for

What you get once SendGrid is connected.

Deliverability as an operations signal

Bounce rate, spam-complaint rate and time-to-inbox on one timeline, split by template and sending domain.

  • Bounce rate and block rate per template, per sending domain
  • Spam-complaint rate against the Gmail and Microsoft thresholds
  • Time-to-inbox by mailbox provider and geography

Suppression-list automation

Keep suppression, bounce and complaint state aligned with the CRM and the billing system.

  • Hard bounces flagged on the CRM contact before the next campaign fires
  • Stripe invoice retries pause when SendGrid reports the address blocked
  • Unsubscribe state from the CRM pushed back into SendGrid suppression groups

AI workflows

Turn SendGrid event history into scoring that changes what gets sent and to whom.

  • Inbox-placement scoring per domain and per template
  • Soft-bounce recovery scoring to decide when to retry an address
  • Engagement scoring across transactional templates to suppress the unread ones

Custom apps on your data

Internal tools on SendGrid data for teams that do not live in the Twilio console.

  • Deliverability war-room with per-template and per-IP trend
  • Support lookup with the full send, open and bounce history per customer
  • Template governance view showing which templates still engage and which should retire
Use cases

Use cases we deliver with SendGrid data.

A list of concrete reports, automations and AI features we have built on SendGrid data. Pick the one that matches your situation.

Bounce-rate trendHard and soft bounces per sending domain over ninety days.
Spam-complaint watchComplaint rate against the Gmail and Microsoft thresholds.
Inbox placement by providerTime-to-inbox for Gmail, Outlook and Apple Mail, side by side.
Template-level deliverabilityDelivery, open and bounce rates per transactional template.
IP-warmup progressSending volume and reputation curve on a dedicated IP.
Suppression-list healthGrowth and composition of bounced, blocked and unsubscribed lists.
Transactional volumeSends per category, per hour, per calendar day.
Failed-delivery forensicsHard bounces joined to CRM contact and last order status.
Marketing-vs-transactionalVolume and reputation split across streams on the same domain.
Multi-subuser consolidationOne picture across several SendGrid subusers or brands.
Real business questions

Answers you will finally get.

Is a template change quietly hurting our inbox placement?

Delivery, open and bounce rate per transactional template over the last thirty days, with a flag on the day the template was edited. Catches the receipt template that started landing in Promotions after a designer added a tracking pixel, before three weeks of order confirmations have trained Gmail to keep doing it.

Which sending domain is burning its sender reputation?

Bounce rate, block rate and spam-complaint rate per sending domain and per IP, against the Gmail and Microsoft published thresholds. Surfaces the subdomain that is drifting into problem territory weeks before mailbox providers start rate-limiting everything that ships from it.

How do we tell marketing sends apart from transactional when they share a domain?

Sends split by category, subuser and API key, with bounce and complaint rate on each stream. Teams running marketing broadcasts through SendGrid alongside transactional traffic can see when the marketing stream is pulling down the reputation that the password-reset stream relies on to land in the inbox.

Value for everyone in the organisation

Where each function gets value.

For finance leaders

Transactional-send cost per category and per subuser against the order, invoice or ticket volume that triggered it. The mail bill stops being a flat line in the SaaS budget and starts being tied to the business events that produced it.

For sales leaders

Full send, open and bounce history per CRM contact in the same record your reps already look at, so a deal stalling because the last three quotes landed in spam becomes visible instead of being guessed at.

For operations

Bounce rate, spam-complaint rate, IP-warmup status and template-level delivery trend over ninety days. Deliverability is followed as a curve, not rediscovered the morning a mailbox provider starts throttling the domain.

Ideas

What you can automate with SendGrid.

Pair with Stripe

Pause Stripe dunning when SendGrid can't reach the customer

Hard bounces, blocks and spam complaints on invoice and failed-payment templates push into Stripe as a contact flag. The dunning retry stops firing another email at an address that is already blocking the domain, and the finance team gets a queue of customers whose billing address needs a human touch instead of a louder reminder.

Pair with Shopify

Join Shopify orders to SendGrid confirmation deliverability

Shopify order events are matched to the SendGrid confirmation that followed them, with delivery, open and bounce status on the same row. Orders whose confirmation bounced surface on the support queue before the customer phones in to ask where their receipt is, and the logistics side can track how often the shipping notice reaches the inbox at all.

Pair with HubSpot

Sync SendGrid send history into HubSpot contact records

Every transactional email a contact received from SendGrid appears on the HubSpot contact timeline with delivery, open and bounce status. Sales reps stop resending an offer that already bounced four times and support can see the password-reset mail that never arrived before the customer has to explain it twice.

Pair with Klaviyo

Join Klaviyo marketing with SendGrid transactional for one deliverability picture

Klaviyo campaign sends and SendGrid transactional sends land in the same warehouse, joined on email address and sending domain. The marketing team stops optimising for an open rate on a domain whose transactional reputation is being eroded at the same time, and the finance team sees the full mail-channel bill instead of two invoices that never get compared.

Your existing tools

Your data lands in a warehouse. Your BI tools read from it.

You keep the reporting tool you already have. We connect it to the warehouse where your SendGrid data lives.

Power BI logo
Power BI Microsoft
Microsoft Fabric logo
Fabric Microsoft
Snowflake logo
Snowflake Data warehouse
Google BigQuery logo
BigQuery Google
Tableau logo
Tableau Visualisation
Microsoft Excel logo
Excel Sheets & pivots
Three steps

From SendGrid to answers in three steps.

01

Connect securely

OAuth authentication. Read-only by default. We sign a DPA and your admin keeps the keys.

02

Land in your warehouse

Data flows into your warehouse on your schedule. Near real time or nightly, your call. You own the data.

03

Reporting, automation, AI

We build the first dashboard, workflow or AI feature with you, then hand over the keys. Or we stay on for ongoing delivery.

Two ways to work with us

Pick the track that fits how you work.

Track 01

Self-serve

We set up the foundation. Your team builds on top.

  • SendGrid connector configured and running
  • Warehouse set up in your cloud account
  • Clean access for your Power BI, Fabric or Tableau team
  • Documentation on what's in the data model
  • Sync monitoring so you're warned before reports break

Best fit Teams that already have a BI analyst or data engineer and want to own the build.

Track 02

Done for you

We build the whole thing, end to end.

  • Everything in Self-serve
  • Dashboards built to the questions your team actually asks
  • Automations between your systems
  • AI workflows scoped to real tasks your team runs
  • Custom apps where a dashboard does not cut it
  • Ongoing delivery at a pace that fits your team

Best fit Teams without in-house BI or dev capacity. You tell us what you need and we deliver it.

Before you book

Frequently asked questions.

Who owns the data?

You do. It lands in your warehouse, on your cloud account. We don't resell or aggregate it. If you stop working with us, the warehouse stays yours and keeps running.

How fresh is the data?

Near real time for most operational systems. For heavier sources we schedule hourly or nightly. You pick based on what the reports need.

Do I need a warehouse already?

No. If you don't have one, we help you pick one and set it up as part of the first delivery. Common starting points are Snowflake, Microsoft Fabric, or a small Postgres start.

Does the sync support multiple SendGrid subusers or brands?

Yes. Each SendGrid subuser lands in its own schema, with a shared template and sending-domain dimension on top. Holding groups and multi-brand setups get per-brand isolation on send volume, bounce rate and reputation, plus a consolidated group-level view without merging anything by hand in the Twilio console.

Can we tell marketing and transactional traffic apart if they share a domain?

Yes. Sends are split by SendGrid category, subuser and API key, so marketing campaigns from Marketing Campaigns and transactional traffic from the Email API appear as separate streams in the warehouse. Reputation damage caused by a marketing broadcast becomes visible on the transactional stream that shares the domain, instead of being discovered when Gmail starts rate-limiting both.

Does the connector still work now that SendGrid sits inside Twilio?

Yes. Twilio acquired SendGrid in February 2019 and the product now operates as Twilio's email division, but the underlying API and data model continued. Integrations labelled SendGrid point at the same system, so nothing that was set up before the acquisition needs to be rebuilt.

GDPR-compliant
Data stays in the EU
You own the warehouse

A first deliverable live in four to six weeks.

We review your SendGrid setup and the systems around it. Together we pick the first thing worth building.

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