Deliverability: Sending too many emails at once can trigger spam filters. Rate limits help in maintaining high
email deliverability.
Server Load: Sending a large volume of emails simultaneously can overload servers, causing delays or failures. Rate limits help in managing the server load effectively.
Sender Reputation: Consistent high email sending volumes can affect your
sender reputation. Rate limits help in maintaining a good reputation.
How Do Rate Limits Work?
Rate limits are usually set based on the number of emails sent per hour or per day. ESPs may also implement rate limits based on the sender’s past behavior, engagement rates, and recipient complaints. For example, an ESP might allow a new sender to send 100 emails per hour initially and gradually increase the limit as the sender builds a positive reputation.
Temporary Suspension: Your account may be temporarily suspended, preventing you from sending any emails.
Permanent Ban: Continuous violation of rate limits can result in a permanent ban from the ESP.
Deliverability Issues: Emails sent after exceeding the limit may be marked as spam or not delivered at all.
Segment Your List: Divide your email list into smaller segments and send emails to each segment at different times to stay within the limits.
Use a Queue System: Implement a queue system to spread out the email sending process over a longer period.
Monitor Metrics: Regularly monitor email metrics like
open rates, click-through rates, and bounce rates to adjust your sending strategy accordingly.
Warm-Up Your IP: Gradually increase your sending volume to build a positive sender reputation and potentially increase your rate limits.
Common Questions and Answers
Q: What are the typical rate limits set by ESPs?
A: Rate limits vary among ESPs. Common limits range from 100 to 10,000 emails per hour, depending on the sender’s reputation and the ESP’s policies.Q: Can rate limits be increased?
A: Yes, rate limits can often be increased over time as you build a positive sender reputation. Contact your ESP to discuss potential increases based on your performance metrics.
Q: How do rate limits affect email marketing campaigns?
A: Rate limits can affect the timing and segmentation of your email campaigns. Proper management ensures that your emails are delivered efficiently without triggering spam filters.
Q: Are there tools to help manage rate limits?
A: Yes, many
email marketing tools offer features to help manage rate limits, such as automated scheduling, segmentation, and monitoring of deliverability metrics.
Q: What should I do if I exceed my rate limits?
A: If you exceed your rate limits, stop sending emails immediately. Review your sending strategy, consider segmenting your list, and contact your ESP for guidance on how to proceed.