We consider transactional email to be one of the most crucial touch points you have with your customers. Because of this, we take very seriously our responsibility to make sure these emails get to the inbox quickly and reliably. In order to maintain our high level of reliability and deliverability, we continually monitor the platform to make sure that the type of email that is sent and received follows a set of guidelines based on our experience and certain requirements set by internet service providers.
So how do we define messages that are a good fit for Postmark? Our guidelines broadly fit into two main principles, outlined below.
Principle 1: Send transactional email
First and foremost, we focus only on transactional email. We do not allow bulk marketing email of any kind on our platform. This is the biggest driver for our stellar IP reputation with service providers. Transactional email, by its nature, has lower spam rates and higher engagement rates than marketing email, so they are more likely to get delivered to customers’ inboxes. That increased delivery and engagement translates into a great IP reputation for you to share in.
We define transactional email as email triggered by some kind of user action. This includes, but isn’t limited to, emails such as:
- Welcome emails
- Reset password emails
- Comment notifications
- Weekly digest emails
- Receipts and invoices
Marketing emails (i.e. email we don’t allow) include emails such as:
- Announcements and promotional emails
If you’d like to know more about why we don’t allow marketing emails on our platform, check out the help doc Why can’t I send Bulk Emails?
Principle 2: Send good email
Once we’re sure that emails fit into the transactional category, there are a few more things we look at as we monitor accounts to make sure we keep our reputation high with service providers. Here are some tips for things we encourage customers to keep an eye on and improve over time.
- Send high quality email. We put together a guide with transactional email best practices to ensure your email has value to customers (and, by implication, high engagement).
- Keep spam complaints low. To avoid delivery issues to ISPs, spam rates should stay below 0.1% (1 complaint for every 1,000 emails sent). For more details on how to ensure low spam complaint rates, check out our article on Troubleshooting email delivery issues.
- Keep bounces low. Bounce rates should not exceed 10% on all emails sent, which is a limit set by ISPs. Make sure you only send messages to email addresses that exist.
- Set up email authentication. We encourage all senders to set up SPF, DKIM, and DMARC to ensure good deliverability.
- Send your bulk email and transactional email from different IP addresses. If you send your bulk email and transactional email over the same IP addresses, your bulk email could affect the deliverability of all your email. Keep them separate to ensure the highest possible delivery rate for your mission-critical transactional email.
If your email fits within the two principles outlined above, we’d love for you to try out Postmark. You’ll find that our deliverability is unmatched, our support is amazing, and our platform is a pleasure to use.