ProFood World E-blasts

Q: What is the material due date policy?

A: Here's the materials due date policy:

• Reservations created over a month before the mailing date - material due in 14 calendar days
• Created less than a month before the mailing date - material due in 4 calendar days
• Created less than 2 weeks before mailing date – material due in 48 hours

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Q: What is going on with leads? They were up in Q4 2024/Q1 2025 and now there’s a dip in Q2/Q3 2025?

A: The spike in Q4/Q1 was caused by firewall clicks—non-human, automated security scans that artificially inflated click counts across the email industry. As we filter these out to ensure advertisers only receive valid, human leads, reported lead volumes have normalized. Our team reviews any deployment that falls outside expected ranges and updates campaigns within three business days.

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Q: What leads are being removed?

A: Any leads generated by non-human clicks (also called firewall or bot clicks) are removed. These do not represent real engagement and are not passed to advertisers.

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Q: Why do non-human clicks happen?

A: Many organizations use security tools that automatically scan email links before a message reaches the recipient. These scans can trigger clicks that look human but are not.

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Q: Why weren’t these non-human clicks filtered out automatically?

A: Firewall scanning patterns evolve frequently, making detection an ongoing challenge industry-wide. We are actively refining our filtering process to keep up with these changes.

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Q: Why remove non-human clicks—wouldn’t more leads be better?

A: Passing non-human leads would create unnecessary outreach, potential spam complaints, and possible compliance issues. Only real human engagement provides value to advertisers.

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Q: What happens next regarding non-human clicks?

A: We don't see this pain point going away any time soon. With this in mind, we are actively taking the following steps:

• We continue daily reviews of deployments that fall outside typical lead ranges.
• Advertisers should allow three business days for us to complete quality checks before downloading leads.
• If you believe a campaign was missed, contact your CSM to submit a request form ticket on your behalf.
• We are developing tools to automatically conduct these daily lead evaluations (increasing turnaround time) and improving Leadworks’ ability to distinguish human from non-human activity.

• Advertisers purchase an e-blast, specifying which brand and template they'd prefer to use.
• Advertisers upload their ad material to eBuilder.
• Advertiser's ads are added to the e-blast template.
• E-blast is sent to our audience which have opted-in to the deployment.
• Any clicks on the advertiser's e-blast will automatically be recorded in Leadworks.
  
  • Readers who click on the advertiser's ad and have consented to share their information (per GDPR/CCPA) will have their name/company/email/etc listed in the Leadworks reporting. Readers who click on the advertiser's ad but have not consented to share their information (per GDPR/CCPA) will be recorded as a "company lead" in Leadworks, with only their company name showing.

• Supplied HTML e-blast process doc
• E-blast & Newsletter checklist For CSCs