Since we ensure that all of our customers enjoy the highest deliverability, we make our best efforts to follow best practices & carefully maintain our infrastructure.

It becomes increasingly important to maintain a high reputation in that regard to ensure that the Email service providers keep us in their good books

Let’s understand a few terms before we get to see what’s needed for a good reputation:

Hard Bounces: A hard bounce is a permanent delivery failure meaning that the recipient email address is a fake address, or the email domain isn’t a real domain or the recipient’s server never accepts emails. Hard bounces must be avoided to the highest extent

Soft Bounces: Soft bounces ****are a temporary delivery failure. They can occur when the recipient’s inbox is full, out of function, the message size is too large, the mailbox is full, there are too many connections (also called throttling), or the connection times out.

While soft bounces aren’t counted towards Bounce rates, hard bounces are definitely counted towards Bounce rate and need to be maintained low.

Reputation guidelines

• Have a bounce rate less than 2.5% otherwise your deliverability will face issues. If the bounce rate exceeds 4% then your account will be under review as that causes a reputation risk & affects the relationship with our email service providers. Ensure that your email lists are clean & fake email addresses are removed regularly to maintain healthy bounce rate
• Maintain your spam rate below 0.05% by sending emails only to consented subscribers . If the spam rate exceeds 0.1%, your account would be under review
• Also don’t worry if your reputation got lower in a single campaign, it will increase back to 100% as you keep sending emails with lower bounces, spam rates