There’s some really funky things going on in the email marketing world right now.
Emails aren’t being delivered in a timely manner and there’s a ton of email analytics issues (obviously not ideal for email marketers).
From what I can tell there seems to be an email delivery deferral problem happening.
A deferral occurs when a recipient server is not ready to accept email from your IP address or domain. Instead of blocking or bouncing the message, the recipient server will defer receiving the message, and wait for the email to be retried. This guide explains how email delivery deferrals work, and recommendations for avoiding them.
Why do deferrals occur?
Deferrals may happen for a number of reasons:
– The receiving server may be too busy to accept your messages.
– Your IP may be throttled for reputation reasons.
– You may have exceeded their hourly or daily rate limits.
– There may have been a transient DNS or networking issue temporarily preventing delivery.
– A deferral doesn’t necessarily mean that something went wrong; all senders receive deferrals. It is expected behavior that some messages could take more than one attempt to be successfully delivered.
This article has more info on it:
One comment from Klaviyo (the ecommerce email marketing platform):
This is something coming from the inbox providers end, not from Klaviyo, however something that can be done to mitigate this is using our Smart Sending feature.
Smart Sending allows you to limit, or throttle, the number of emails recipients can get from you in a given period of time. This is a good way to prevent deferrals from throttling, and in general help emails arrive in inboxes based on a more ideal time for them.
Any email marketing questions or if you’re seeing this as well, please leave a comment.
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Watch the full video on Youtube