Email campaign delivery

If your email list has over 1,000 subscribers, then emails might take some time to reach your entire subscriber list due to a process called batching. Shopify Email automatically sends out emails in batches to help avoid spam filters and improve delivery rates. The time it takes for your emails to send varies by online store, based on factors like delivery rates, bounce rates, and how engaged your subscribers are.

If your email has not finished sending within 72 hours, then contact Shopify Support.

What's a good delivery rate?

A good delivery rate for an ecommerce store is 95%. A major contributing factor for this is the bounce rate of an email. The bounce rate indicates how many of the emails that you send out are "bounced" or returned to you. Ideally, you want these rates to be low. One of the most common reasons that an email bounces back is because the address that it was sent to no longer exists. That's an example of a hard bounce, which means you can't fix that issue and the email will never be delivered to that address. Soft bounces might be caused by an issue with a server, or the email you tried to send was too large.

If you follow our best practices, then issues like spam filters, unsubscribes, open rates, and bounce rates can improve. This means that the time between batches tends to decrease, allowing you to send more emails faster.

How do I avoid spam filters?

Bounce rates, abuse complaints, and engagement from your subscribers can all affect whether or not your email is viewed as spam by an email provider. Making sure your emails include relevant content can make a difference, too. See our best practices guide to improve some of your statistics and avoid these issues. If those rates improve, then time between batches also generally tends to decrease, allowing you to send more emails, faster.

How do I improve the quality of my subscriber list?

Managing who does and who does not receive your email marketing is a good way to increase engagement, which in turn has an impact on the delivery and batching success rate of your emails. If you want to send email campaigns that are tailored to a specific set of customers, then you can create a customer group. To edit individual customers profiles, click their name in the Customers section in your Shopify admin. For more information, see our guide about managing customers.

How do I remove subscribers from my list?

If a customer clicks Unsubscribe in an email from you, then they'll be automatically and immediately removed from your list. Email addresses are automatically removed if they bounce repeatedly. To learn more about removing email addresses manually, see our guide on deleting customers.

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