Accidental email sends
Overview
Mistakes in email sends can happen, and depending on the error, it can impact deliverability, especially if you plan to resend the email.
Learn more about common deliverability issues and how to resolve them.
The three common types of accidental sends that can occur with risks are:
Incorrect content
Emails with incorrect information (like wrong dates or broken links) can cause issues, especially if resending them creates a volume spike. To avoid deliverability problems, consider sending the re-send over multiple days or limit it to those who opened the original email.
Incorrect audience
Sending emails to the wrong audience, such as your entire database or unengaged subscribers, can hurt deliverability. Re-sending to a small incorrect audience carries similar risks, but sending to a large group of unengaged recipients can lead to complaints. If a resend is necessary, use automation to send follow-ups only to those who opened or clicked the original message, protecting your sender reputation.
Previously suppressed audience
Accidentally resending to recipients who previously bounced, unsubscribed, or complained can damage deliverability. The best approach is to stop sending to this group to prevent further issues.
Navigating re-send decisions with deliverability in mind
Deciding to resend an email beyond your suppressed audience is a business choice that may not follow best deliverability practices. If a resend is necessary, take steps to protect your deliverability and minimize any potential negative impact.