diff --git a/hc/api/migrations/0028_auto_20170305_1907.py b/hc/api/migrations/0028_auto_20170305_1907.py
new file mode 100644
index 00000000..4505d428
--- /dev/null
+++ b/hc/api/migrations/0028_auto_20170305_1907.py
@@ -0,0 +1,26 @@
+# -*- coding: utf-8 -*-
+# Generated by Django 1.10.5 on 2017-03-05 19:07
+from __future__ import unicode_literals
+
+from django.db import migrations, models
+import uuid
+
+
+class Migration(migrations.Migration):
+
+    dependencies = [
+        ('api', '0027_auto_20161213_1059'),
+    ]
+
+    operations = [
+        migrations.AddField(
+            model_name='notification',
+            name='code',
+            field=models.UUIDField(default=None, editable=False, null=True),
+        ),
+        migrations.AlterField(
+            model_name='channel',
+            name='kind',
+            field=models.CharField(choices=[('email', 'Email'), ('webhook', 'Webhook'), ('hipchat', 'HipChat'), ('slack', 'Slack'), ('pd', 'PagerDuty'), ('po', 'Pushover'), ('pushbullet', 'Pushbullet'), ('opsgenie', 'OpsGenie'), ('victorops', 'VictorOps'), ('discord', 'Discord')], max_length=20),
+        ),
+    ]
diff --git a/hc/api/models.py b/hc/api/models.py
index 6aaf6b7f..78b0d2b8 100644
--- a/hc/api/models.py
+++ b/hc/api/models.py
@@ -262,17 +262,21 @@ class Channel(models.Model):
             raise NotImplementedError("Unknown channel kind: %s" % self.kind)
 
     def notify(self, check):
-        # Make 3 attempts--
-        for x in range(0, 3):
+        if self.transport.is_noop(check):
+            return "no-op"
+
+        n = Notification(owner=check, channel=self)
+        n.check_status = check.status
+        n.error = "Sending"
+        n.save()
+
+        if self.kind == "email":
+            error = self.transport.notify(check, n.bounce_url()) or ""
+        else:
             error = self.transport.notify(check) or ""
-            if error in ("", "no-op"):
-                break  # Success!
 
-        if error != "no-op":
-            n = Notification(owner=check, channel=self)
-            n.check_status = check.status
-            n.error = error
-            n.save()
+        n.error = error
+        n.save()
 
         return error
 
@@ -348,8 +352,12 @@ class Notification(models.Model):
     class Meta:
         get_latest_by = "created"
 
+    code = models.UUIDField(default=uuid.uuid4, null=True, editable=False)
     owner = models.ForeignKey(Check)
     check_status = models.CharField(max_length=6)
     channel = models.ForeignKey(Channel)
     created = models.DateTimeField(auto_now_add=True)
     error = models.CharField(max_length=200, blank=True)
+
+    def bounce_url(self):
+        return settings.SITE_ROOT + reverse("hc-api-bounce", args=[self.code])
diff --git a/hc/api/tests/test_bounce.py b/hc/api/tests/test_bounce.py
new file mode 100644
index 00000000..8b4b4d1d
--- /dev/null
+++ b/hc/api/tests/test_bounce.py
@@ -0,0 +1,36 @@
+from datetime import timedelta
+
+from hc.api.models import Channel, Check, Notification
+from hc.test import BaseTestCase
+
+
+class BounceTestCase(BaseTestCase):
+
+    def setUp(self):
+        super(BounceTestCase, self).setUp()
+
+        self.check = Check(user=self.alice, status="up")
+        self.check.save()
+
+        self.channel = Channel(user=self.alice, kind="email")
+        self.channel.value = "alice@example.org"
+        self.channel.save()
+
+        self.n = Notification(owner=self.check, channel=self.channel)
+        self.n.save()
+
+    def test_it_works(self):
+        url = "/api/v1/notifications/%s/bounce" % self.n.code
+        r = self.client.post(url, "foo", content_type="text/plain")
+        self.assertEqual(r.status_code, 200)
+
+        self.n.refresh_from_db()
+        self.assertEqual(self.n.error, "foo")
+
+    def test_it_checks_ttl(self):
+        self.n.created = self.n.created - timedelta(minutes=60)
+        self.n.save()
+
+        url = "/api/v1/notifications/%s/bounce" % self.n.code
+        r = self.client.post(url, "foo", content_type="text/plain")
+        self.assertEqual(r.status_code, 400)
diff --git a/hc/api/tests/test_notify.py b/hc/api/tests/test_notify.py
index a5b6acac..9509f46a 100644
--- a/hc/api/tests/test_notify.py
+++ b/hc/api/tests/test_notify.py
@@ -137,6 +137,9 @@ class NotifyTestCase(BaseTestCase):
         # And email should have been sent
         self.assertEqual(len(mail.outbox), 1)
 
+        email = mail.outbox[0]
+        self.assertTrue("X-Bounce-Url" in email.extra_headers)
+
     def test_it_skips_unverified_email(self):
         self._setup_data("email", "alice@example.org", email_verified=False)
         self.channel.notify(self.check)
diff --git a/hc/api/transports.py b/hc/api/transports.py
index 910ce65c..0612b845 100644
--- a/hc/api/transports.py
+++ b/hc/api/transports.py
@@ -27,37 +27,41 @@ class Transport(object):
 
         raise NotImplementedError()
 
-    def test(self):
-        """ Send test message.
+    def is_noop(self, check):
+        """ Return True if transport will ignore check's current status.
 
-        This method returns None on success, and error message
-        on error.
+        This method is overriden in Webhook subclass where the user can
+        configure webhook urls for "up" and "down" events, and both are
+        optional.
 
         """
 
-        raise NotImplementedError()
+        return False
 
     def checks(self):
         return self.channel.user.check_set.order_by("created")
 
 
 class Email(Transport):
-    def notify(self, check):
+    def notify(self, check, bounce_url):
         if not self.channel.email_verified:
             return "Email not verified"
 
+        headers = {"X-Bounce-Url": bounce_url}
+
         ctx = {
             "check": check,
             "checks": self.checks(),
             "now": timezone.now(),
             "unsub_link": self.channel.get_unsub_link()
         }
-        emails.alert(self.channel.value, ctx)
+
+        emails.alert(self.channel.value, ctx, headers)
 
 
 class HttpTransport(Transport):
 
-    def request(self, method, url, **kwargs):
+    def _request(self, method, url, **kwargs):
         try:
             options = dict(kwargs)
             if "headers" not in options:
@@ -76,10 +80,22 @@ class HttpTransport(Transport):
             return "Connection failed"
 
     def get(self, url):
-        return self.request("get", url)
+        # Make 3 attempts--
+        for x in range(0, 3):
+            error = self._request("get", url)
+            if error is None:
+                break
+
+        return error
 
     def post(self, url, **kwargs):
-        return self.request("post", url, **kwargs)
+        # Make 3 attempts--
+        for x in range(0, 3):
+            error = self._request("post", url, **kwargs)
+            if error is None:
+                break
+
+        return error
 
 
 class Webhook(HttpTransport):
@@ -115,14 +131,21 @@ class Webhook(HttpTransport):
 
         return result
 
+    def is_noop(self, check):
+        if check.status == "down" and not self.channel.value_down:
+            return True
+
+        if check.status == "up" and not self.channel.value_up:
+            return True
+
+        return False
+
     def notify(self, check):
         url = self.channel.value_down
         if check.status == "up":
             url = self.channel.value_up
 
-        if not url:
-            # If the URL is empty then we do nothing
-            return "no-op"
+        assert url
 
         url = self.prepare(url, check, urlencode=True)
         if self.channel.post_data:
@@ -236,9 +259,10 @@ class Pushover(HttpTransport):
 class VictorOps(HttpTransport):
     def notify(self, check):
         description = tmpl("victorops_description.html", check=check)
+        mtype = "CRITICAL" if check.status == "down" else "RECOVERY"
         payload = {
             "entity_id": str(check.code),
-            "message_type": "CRITICAL" if check.status == "down" else "RECOVERY",
+            "message_type": mtype,
             "entity_display_name": check.name_then_code(),
             "state_message": description,
             "monitoring_tool": "healthchecks.io",
diff --git a/hc/api/urls.py b/hc/api/urls.py
index 6cbf97e5..d726802f 100644
--- a/hc/api/urls.py
+++ b/hc/api/urls.py
@@ -8,5 +8,8 @@ urlpatterns = [
     url(r'^api/v1/checks/$', views.checks),
     url(r'^api/v1/checks/([\w-]+)$', views.update, name="hc-api-update"),
     url(r'^api/v1/checks/([\w-]+)/pause$', views.pause, name="hc-api-pause"),
-    url(r'^badge/([\w-]+)/([\w-]{8})/([\w-]+).svg$', views.badge, name="hc-badge"),
+    url(r'^api/v1/notifications/([\w-]+)/bounce$', views.bounce,
+        name="hc-api-bounce"),
+    url(r'^badge/([\w-]+)/([\w-]{8})/([\w-]+).svg$', views.badge,
+        name="hc-badge"),
 ]
diff --git a/hc/api/views.py b/hc/api/views.py
index d861dcda..2eb6a51c 100644
--- a/hc/api/views.py
+++ b/hc/api/views.py
@@ -8,7 +8,7 @@ from django.views.decorators.csrf import csrf_exempt
 
 from hc.api import schemas
 from hc.api.decorators import check_api_key, uuid_or_400, validate_json
-from hc.api.models import Check, Ping
+from hc.api.models import Check, Notification, Ping
 from hc.lib.badges import check_signature, get_badge_svg
 
 
@@ -175,3 +175,21 @@ def badge(request, username, signature, tag):
 
     svg = get_badge_svg(tag, status)
     return HttpResponse(svg, content_type="image/svg+xml")
+
+
+@uuid_or_400
+def bounce(request, code):
+    try:
+        notification = Notification.objects.get(code=code)
+    except Notification.DoesNotExist:
+        return HttpResponseBadRequest()
+
+    # If webhook is more than 10 minutes late, don't accept it:
+    td = timezone.now() - notification.created
+    if td.total_seconds() > 600:
+        return HttpResponseBadRequest()
+
+    notification.error = request.body
+    notification.save()
+
+    return HttpResponse()
diff --git a/hc/lib/emails.py b/hc/lib/emails.py
index 58f78610..b2d453d0 100644
--- a/hc/lib/emails.py
+++ b/hc/lib/emails.py
@@ -6,27 +6,30 @@ from django.template.loader import render_to_string as render
 
 
 class EmailThread(Thread):
-    def __init__(self, subject, text, html, to):
+    def __init__(self, subject, text, html, to, headers):
         Thread.__init__(self)
         self.subject = subject
         self.text = text
         self.html = html
         self.to = to
+        self.headers = headers
 
     def run(self):
-        msg = EmailMultiAlternatives(self.subject, self.text, to=(self.to, ))
+        msg = EmailMultiAlternatives(self.subject, self.text, to=(self.to, ),
+                                     headers=self.headers)
+
         msg.attach_alternative(self.html, "text/html")
         msg.send()
 
 
-def send(name, to, ctx):
+def send(name, to, ctx, headers={}):
     ctx["SITE_ROOT"] = settings.SITE_ROOT
 
     subject = render('emails/%s-subject.html' % name, ctx).strip()
     text = render('emails/%s-body-text.html' % name, ctx)
     html = render('emails/%s-body-html.html' % name, ctx)
 
-    t = EmailThread(subject, text, html, to)
+    t = EmailThread(subject, text, html, to, headers)
     if hasattr(settings, "BLOCKING_EMAILS"):
         t.run()
     else:
@@ -41,8 +44,8 @@ def set_password(to, ctx):
     send("set-password", to, ctx)
 
 
-def alert(to, ctx):
-    send("alert", to, ctx)
+def alert(to, ctx, headers={}):
+    send("alert", to, ctx, headers)
 
 
 def verify_email(to, ctx):