According to Amazon SES’s best practices, it’s recommended to keep your bounce rate below 5% and your complaint rate below 0.1% to ensure optimal email deliverability. Exceeding these thresholds can lead to temporary suspension of your account’s ability to send emails.
Refer to this official AWS document: AWS Email Deliverability Dashboard.
To manage these rates, here are some key points to consider before sending email campaigns through Amazon SES:
- 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.