When a deferral happens, there’s usually a legitimate reason for the delivery failure-like a full mailbox or inactive account-so evaluate your contact list to ensure you have correct, complete, and current emails in your database. And while we’ll record the soft bounce, we won’t suppress that address if you send email to it again. If the email is still undeliverable after the 72-hour period, SendGrid will treat these deferrals as soft bounces. Whether using SendGrid for email marketing or transactional purposes, we’ll continue to try and send your email for 72 hours. How Twilio SendGrid handles email throttlingĪs a cloud-based SMTP provider that allows you to send email without having to maintain servers, SendGrid has unique insight into the world of email throttling and a few recommendations on what you might do when it happens. If ISPs throttled you in the past, it probably stings, but Twilio SendGrid has back-end analytical tools to provide you with increased visibility into what’s happening and why. You want your messages to reach recipients on time and ISPs to consider you a trustworthy sender of quality emails. Instead, it’ll refuse to receive more messages until it sees how the rest of your recipients respond. In other words, the ISP will typically refuse to deliver to recipients when some recipients mark your email as spam but not enough for the server to block you permanently. The receiving server doesn’t recognize your IP address(es) or thinks you’ve sent spam.The receiving server doesn’t have any open ports to receive email.What causes email throttling?Īn ISP typically refuses to deliver email for one of the following reasons: In this case, your email reputation plays a crucial part in determining delivery.Īll that to say, it’s critical to look deeper into what causes email throttling and address these issues, as email throttling causes delivery failure, affects your sending reputation, and prevents the deliverability of future messages as well. These have a short window of opportunity to achieve sales and, therefore, need all email messages to reach subscribers immediately. However, if you are a high-volume sender whose business model relies on timely delivery to reap the maximum response, throttling (or rate limiting) can prove to be a hindrance.ĭaily deal sites are a great example. Likewise, you can manage server bandwidth to your website better when marketing special promotions and sales.For instance, if your call to action is a phone call, staggering your email communication yields more manageable call center volume that allows you to operate with a leaner customer service staff. Intentional throttling can also help you manage responses.This move can maximize response to your email campaigns and provide a fertile testing ground for future sends. For one, you can regulate the number of emails delivered during high-traffic periods.Is email throttling bad?Įmail throttling gets a bad rap, but in some cases, spreading out email delivery has its benefits: Depending on your situation, you might even find there’s a silver lining to certain types of email throttling. When ISPs throttle your emails, you’ll get a message that says something like, “User’s mailbox is over quota” or “User is receiving mail at too great a rate right now, please try again later.” A temporarily blocked delivery attempt that asks you to send the email later is a type of email throttling called a deferral.Īs a 400 Bad Request error code, email throttling can be a thorn in an email marketer’s side, but fortunately, you can resolve most issues within 72 hours. If you try to send an email above the acceptable threshold, the ISP will reject your email, resulting in higher bounces back. Some internet service providers limit-or throttle-the amount of email accepted from a particular sender during a specific period. Not sure what email throttling is or why it matters? We’ve got you covered.īelow, we’ll walk you through everything you need to know about email throttling, including what it is, why it happens, and what you can do about it. Internet service providers (ISPs) could be throttling your emails right now, and you might not even know it. Email throttling can be a pain in the neck or a subtle saving grace.
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