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Email deliverability

Monitor your sending reputation, understand your limits, and keep your emails out of spam folders.

Why deliverability matters

Deliverability determines whether your emails reach the inbox or get filtered to spam. Mailbox providers (Gmail, Outlook, Yahoo) evaluate your sending reputation based on bounce rates, spam complaints, and engagement patterns. Asan monitors these signals for you and provides tools to maintain a healthy reputation.

Deliverability dashboard

Go to Email Marketing in the sidebar, then click Deliverability to view your health metrics:

Reputation score — an overall health grade based on your recent sending behavior
Bounce rate — the percentage of emails that could not be delivered
Complaint rate — the percentage of recipients who marked your email as spam
Sending limits — your current daily and hourly email limits based on account age and reputation

Health indicators

Each metric is color-coded to help you quickly assess your sending health:

Metric	Green (Healthy)	Yellow (Warning)	Red (Critical)
Bounce rate	Below 2%	2% - 5%	Above 5%
Complaint rate	Below 0.1%	0.1% - 0.3%	Above 0.3%
Reputation score	80 - 100	50 - 79	Below 50

If your bounce rate exceeds 5% or your complaint rate exceeds 0.3%, Asan will auto-pause your campaign sending to protect your reputation. You will need to clean your list before sending again.

Warm-up period

New accounts start with lower sending limits that gradually increase over time. This warm-up period is essential — mailbox providers are suspicious of new senders who blast large volumes immediately.

During your first week, sending limits start low to establish your reputation.
As you send consistently with low bounce and complaint rates, your limits increase automatically.
Most accounts reach full sending capacity within 2-4 weeks of consistent, healthy sending.

Start by sending to your most engaged leads first. High open rates during warm-up signal to mailbox providers that your emails are wanted, which accelerates reputation building.

Auto-pause

If your bounce or complaint rates exceed the red thresholds shown above, Asan automatically pauses campaign sending to prevent further damage to your reputation. When auto-pause activates:

Any in-progress campaign sending is paused immediately.
You receive a notification explaining which threshold was exceeded.
The Deliverability dashboard shows specific guidance on how to fix the issue.
Once you address the problem (e.g., clean your list, remove invalid addresses), you can resume sending.

Improving your reputation

If your reputation score drops or you land in the yellow/red zones, take these steps:

Clean your list — remove leads with invalid or outdated email addresses. High bounce rates are the fastest way to damage reputation.
Remove unengaged leads — leads who have not opened any email in 90+ days are hurting your engagement metrics. Exclude them from campaigns or move them to a re-engagement segment.
Use segments — send targeted content to smaller, relevant audiences rather than blasting your entire list.
Add an unsubscribe link — Asan automatically includes an unsubscribe link in every campaign email. Do not remove it.
Write better subject lines — misleading or spammy subject lines increase complaint rates. Use A/B testing to find what resonates.

Frequently asked

Why are my emails going to spam?+

Common causes include: a new sending domain without warm-up, high bounce rates from bad email addresses, content that triggers spam filters (excessive capitalization, too many links, spam trigger words), or a complaint rate above 0.1%. Check the Deliverability dashboard for specific issues affecting your account.

How can I improve my reputation score?+

Focus on list hygiene (remove invalid addresses), send to engaged leads first, use segments for targeted content, and maintain consistent sending volume. Avoid long gaps followed by sudden large sends — consistency matters more than volume.

What does auto-pause mean and how do I resume?+

Auto-pause is a safety mechanism that stops campaign sending when your bounce rate exceeds 5% or complaint rate exceeds 0.3%. To resume, go to the Deliverability dashboard, review the flagged issues, clean your list as needed, and click Resume Sending. Your limits may be temporarily reduced after an auto-pause event.

How long does the warm-up period last?+

Most accounts reach full sending capacity within 2-4 weeks. The speed depends on your sending consistency and how well your initial sends perform. Sending to engaged contacts with low bounce rates will accelerate the process.

Can I see which specific emails bounced?+

Yes. In the campaign analytics, the Bounces section lists every email address that bounced, along with the bounce type (hard bounce vs. soft bounce). Hard bounces indicate permanently invalid addresses that should be removed from your list.

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Last updated 16 Jun 2026 · Applies to: Asan CRM