Summary
The 'rate limit exceeded' error in email sending signifies that the sending IP or domain has surpassed the permitted sending volume within a given timeframe, as dictated by the receiving mail server or ESP. This error arises due to sending too many emails too quickly, exceeding connection limits, or triggering spam prevention mechanisms. Its a safeguard used by ESP's to protect IP reputation, and guarantee the quality of service. Whether to be concerned depends on the frequency and severity. Occasional occurrences may be temporary spikes, while frequent issues suggest problems with sending infrastructure, reputation, list hygiene, or sending practices, potentially leading to deliverability problems, service disruption, or account restrictions. Adjusting sending strategy, warming up IPs, and reviewing ESP limits are crucial steps to take.
Key findings
- Sending Volume Threshold: Sending IP or domain exceeded the permitted sending volume in a given timeframe.
- Spam Prevention Measure: A mechanism implemented by ESPs to prevent spam and abuse.
- IP Reputation Protection: Rate limits serve to protect the IP reputation and ensure deliverability.
- Recipient Overload: Rate limits may trigger when individual recipients are overwhelmed.
- Consequences of Exceeding: Leads to service disruption, account restrictions, or suspension of privileges.
- Inaccurate Reporting: GPT tool may show errors reported as 0% when they are actually just rounded down.
Key considerations
- Review Sending Limits: Be aware of and adhere to sending limits imposed by your ESP.
- Adjust Sending Strategy: Modify sending practices to stay within permissible rate limits.
- Request Limit Increase: Consider requesting an increase to sending limits if needed.
- Monitor Sending Patterns: Regularly monitor sending patterns to identify potential problems.
- Ensure List Hygiene: Maintain a clean and updated email list to reduce spam and abuse complaints.
- Implement Throttling: Consider implementing email queuing and throttling mechanisms.
- Review Configuration: Check SES configurations including rDNS, EHLO/HELO values, sending speed, connections etc.
- Warm up IPs: Consider warming up IP addresses especially when using new IPs.
What email marketers say
10 marketer opinions
The 'rate limit exceeded' error in email sending generally means you are sending too many emails too quickly, or exceeding the allowed sending rate or connection limits set by the email service provider (ESP). This is a safeguard to protect IP reputation, prevent spam, and maintain service quality. Whether to worry depends on the frequency of the error and its impact on your email delivery. If it's a one-time occurrence, it might be a temporary spike. However, frequent occurrences indicate underlying problems with sending infrastructure, reputation, list hygiene, or sending practices.
Key opinions
- Sending Volume: You are sending too many emails in a short period.
- Spam Prevention: Rate limits are in place to prevent spam and maintain service quality.
- IP Reputation: ESPs use rate limits to protect their IP reputation and ensure deliverability for all users.
- Delivery Impact: Frequent rate limit issues can negatively impact your email deliverability and sender reputation.
- Individual Recipient Overload: Rate limits can be triggered by overwhelming individual recipients with emails.
- Reason for 0% error: When errors reported are 0%, they may just be getting rounded down.
Key considerations
- Sending Speed: Adjust your sending speed or implement throttling to avoid overwhelming the mail server.
- List Hygiene: Ensure your email list is clean and up-to-date to reduce bounce rates and spam complaints.
- IP Warm-up: Warm up your IP address gradually to establish a good sending reputation, especially if you're using a new IP.
- Throttling and Queuing: Implement email queuing and throttling mechanisms to manage sending rates effectively.
- Optimize Emails: Optimize email content and sending practices to avoid being flagged as spam.
- Monitor Sending Reputation: Monitor your sender reputation regularly to identify and address any potential issues.
- Examine ESP Limits: Determine if you have exceeded any ESP limits.
Marketer view
Email marketer from EmailOctopus Blog explains that rate limits are safeguards ESPs put in place to protect IP reputation. If you hit rate limits, you'll want to consider warming your IP address, consider sending less emails, or request a higher sending limit if the need arises.
3 Nov 2024 - EmailOctopus Blog
Marketer view
Marketer from Email Geeks shares that a single domain can see multiple different delivery errors in GPT and errors being reported as 0.0% are probably just being rounded down. It's likely that an error rate < 0.05% will get reported as 0.0. States rate limit exceeded might be due to individual recipients being overwhelmed with email. SES will have reasonable limits in place preventing sending unreasonable amounts of mail.
18 Mar 2023 - Email Geeks
What the experts say
4 expert opinions
The 'rate limit exceeded' error in email sending indicates that the sending IP or domain has surpassed the allowed sending volume within a specific timeframe, as determined by the receiving mail server or ESP. The need for concern depends on the frequency and seriousness of the occurrences. Occasional incidents could stem from temporary surges, but frequent problems suggest issues with sending infrastructure, sender reputation, list hygiene, and the need to review SES configurations.
Key opinions
- Sending Volume Threshold: The sending IP or domain exceeded the permitted sending volume within a given timeframe.
- Recipient MX Rejection: Recipient MX server may have rejected a large volume of emails sent too quickly.
- Sender Reputation Impact: While a one-off mistake may not significantly affect deliverability, repeated issues impact sender reputation over time.
- Infrastructure Issues: Frequent occurrences suggest problems with sending infrastructure.
- Sending Cleanliness: Mailstream may not be as clean as the recipient ISP requires.
Key considerations
- Sending Infrastructure: Review and optimize sending infrastructure.
- Sender Reputation: Monitor sender reputation for potential issues.
- List Hygiene: Maintain good list hygiene practices.
- Configuration Review: Check SES configuration, including rDNS, EHLO/HELO values, sending speed, and number of connections.
- Monitor Subsequent Sends: Monitor subsequent sends, especially after IP sharing.
- Frequency and Severity: Assess the frequency and severity of the rate limiting; occasional issues might be less critical than persistent ones.
Expert view
Expert from Email Geeks states that while a one-off mistake like this won’t likely affect deliverability too much, it will affect reputation which is measured over time. Suggests checking SES configuration, rDNS, EHLO/HELO values, sending speed, and number of connections.
28 Sep 2024 - Email Geeks
Expert view
Expert from Email Geeks suggests to monitor the next send after SES IPs are shared. If throttling happens again, then look into it.
16 Sep 2022 - Email Geeks
What the documentation says
4 technical articles
The documentation from various email service providers (AWS, Google Workspace, Twilio SendGrid, and Microsoft) consistently explains that 'rate limit exceeded' means you've surpassed the allowed sending rate or the maximum number of emails you can send per second/period. It's a mechanism to prevent abuse, ensure service quality, and maintain system health. Whether to worry depends on the context: consistent breaches may require adjusting your sending strategy or requesting higher limits, while ignoring the issue can lead to service disruption or account restrictions.
Key findings
- Maximum Sending Rate: 'Rate limit exceeded' signifies surpassing the maximum allowed sending rate or number of emails per second/period.
- Abuse Prevention: Rate limiting serves as a mechanism to prevent abuse and spamming.
- Service Quality: Rate limiting helps guarantee the quality of service for all users.
- System Health: Rate limiting assists in maintaining the overall health and stability of the email system.
- Potential Consequences: Exceeding rate limits can result in temporary or permanent suspension of sending privileges, service disruption, or account restrictions.
Key considerations
- Review Sending Limits: Familiarize yourself with the specific sending limits imposed by your email service provider.
- Adjust Sending Strategy: Adapt your sending practices to remain within the permissible rate limits.
- Request Limit Increase: If necessary, request an increase in your sending limits from your provider.
- Monitor Sending Patterns: Regularly monitor your sending patterns to identify and address any potential issues.
- Understand Implications: Understand the potential implications of exceeding rate limits on your account and service.
Technical article
Documentation from Google Workspace Admin Help indicates exceeding sending limits (which can lead to rate limiting) should be addressed by reviewing the sending limits. Admins should understand these limits to avoid service disruption and potential account restrictions.
1 Nov 2021 - Google Workspace Admin Help
Technical article
Documentation from Twilio SendGrid explains that rate limiting is a method used to prevent abuse and guarantee the quality of service. Exceeding rate limits can lead to temporary or permanent suspension of sending privileges.
10 Jul 2024 - Twilio SendGrid
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