Reputation
Each space has its own sending reputation, built only by its own emails. Kula measures it, warns you when it slips, and pauses marketing before inbox providers start blocking you.
What is measured
Over the last 7 days, for each space:
- Complaint rate: recipients who marked an email as spam, out of emails sent. Gmail doesn't report complaints one by one, so Gmail recipients are left out of this rate.
- Hard bounce rate: emails rejected because the address doesn't exist, out of emails sent.
- Gmail spam rate: the daily rate Gmail publishes through Google Postmaster Tools, when you've published the optional Gmail record of your domain. Gmail only publishes it above a certain daily volume.
The thresholds
| Status | Complaints | Hard bounces | Gmail spam rate |
|---|---|---|---|
| Healthy | Below the warning thresholds | ||
| Needs attention | over 0.1% | over 2% | over 0.1% on one day |
| At risk | over 0.3% | over 5% | over 0.3% on one day |
One rule is enough to set the status. A rate alone isn't enough on a small send: a couple of complaints won't pause you. The Gmail thresholds are the ones Gmail sets for bulk senders.
What happens
Needs attention. Nothing stops, but the warm-up of your domains freezes until the rates go back down. Check what you sent recently and to whom.
At risk. Marketing is paused for the space:
- campaigns and flows stop sending. Queued emails stay in line and leave once sending resumes;
- transactional emails keep flowing, so your app's password resets and receipts aren't affected;
- owners and admins receive an email;
- the Deliverability page shows Marketing is paused, with the reason.
To resume, contact support. Sending resumes once the cause is dealt with. The 7-day window then starts again from the next day.
Getting back to healthy
What raises complaints and bounces is almost always the list, sometimes the content:
- Old or imported addresses. Contacts who haven't engaged in months bounce and complain the most. Narrow your campaigns with a segment on recent opens.
- People who don't remember signing up. Use double opt-in on your signup forms, and remind readers in each email why they receive it.
- A hidden unsubscribe link. Keep it visible: people who can't leave click "Spam" instead.
- A surprise. Content, frequency or sender different from what people signed up for.
Bounced and complaining addresses are suppressed automatically.