If your bounce rate and complaint rate become high, it can seriously affect your email deliverability and even lead to the temporary suspension of your Amazon SES account. According to Amazon SES best practices, you should keep your bounce rate below 5% and complaint rate below 0.1% to maintain optimal email sending performance. Monitoring these metrics regularly is essential to ensure your campaigns reach your subscribers’ inboxes. Refer to this official AWS document: AWS Email Deliverability Dashboard.
When the bounce rate and complaint rate become high, it usually indicates issues with your email list, content, or sending practices. To manage these rates effectively:
- Legal and Subscribed Recipients: The email addresses of your recipients should be legal, not purchased, and they need to be your domain’s subscribers.
- Content Compliance: The content of your emails must follow AWS best sending practices. For a detailed list, refer to Email Marketing Best Practices.
- Proper DNS Setup: Verify that your DNS records are correctly set up for your sender domain. Refer to: Simplify your sender management using MailBluster.
Additionally, these Blog posts may help you:
- How to Improve Email Deliverability?
- How to Prevent your Newsletters going to SPAM?
- Why are my Emails Newsletters landing in SPAM?
To lower your bounce rate, clean up your email list using third-party email verification tools like Never Bounce, Zero Bounce, etc. These tools filter out bounced emails without sending real emails to them. A free tool called Super Email Validator is also available. For more information, refer to this: Clean Your Email List.
To remove bounced leads from your previous campaign, follow this guide: Remove Bounced Leads.
By cleaning your email list and following the above instructions, you should see improved deliverability for your marketing emails.