Email Deliverability

Overview

Deliverability is whether your emails actually reach the inbox — not the spam folder, and not a hard rejection at the door. Yaplet manages this for you automatically, and the Deliverability tab on each sending domain shows exactly how you're doing with every major email provider.

You no longer configure warmup or sending limits by hand. Yaplet watches your bounce and complaint rates per provider and adjusts your sending speed on its own — speeding up when you're healthy, slowing down when you're not.

How Yaplet protects your sending reputation

Every inbox provider (Gmail, Apple/iCloud, Microsoft/Outlook, and the rest) decides whether to trust your domain based on how recipients react to your mail. Too many bounces (mail to dead addresses) or complaints (people hitting "report spam") and the provider starts routing you to the spam folder — or the underlying sending account gets placed under review.

Yaplet runs a closed loop to keep you on the right side of that line:

Per-provider warmup. Each provider gets its own sending limit that grows gradually as you send clean, engaged mail — so a new domain ramps up safely instead of blasting from day one.
Automatic pullback. If bounces or complaints climb at a provider, Yaplet stops increasing that provider's limit — and past a higher threshold, actively reduces it — until the numbers recover.
Engaged-first sending. Within every send, your most engaged subscribers go first, so the strongest signals reach providers earliest.
Gmail spam-rate monitoring. Gmail is the one major provider that never reports individual spam complaints back to senders. Yaplet closes that blind spot by reading your domain's spam rate straight from Google — see Gmail spam-rate monitoring below.

There are no manual warmup knobs — no daily-limit field, no min/max, no change-factor. The system owns all of it. Your job is to keep your list clean; the Deliverability tab tells you when it isn't.

The Deliverability tab

Go to Settings → Organization settings → Emailing → Custom Domains, select a verified domain, and open the Deliverability tab. You'll see an overall health header, your current sending capacity (emails per day), how much you've sent in the last 7 days, and a per-provider breakdown.

The health score and bands

Each provider — and your domain overall — gets a 0–100 score and a health band. The band is what matters; the score is a finer reading within the band.

Band	What it means	Triggered when
Healthy	Bounce and complaint rates are well within safe limits. Sending speed is increasing gradually.	Bounce < 2% and complaints < 0.1%
At risk	One or more providers show elevated rates. Growth is paused to protect your reputation.	Bounce ≥ 2% or complaints ≥ 0.1%
Critical	Rates have crossed the danger line. Sending speed is actively being reduced.	Bounce ≥ 5% or complaints ≥ 0.3%
Not enough data	Too little recent volume to judge — keep sending.	Fewer than 50 delivered in the last 7 days

Scores reflect the last 7 days of permanent bounces and spam complaints per provider — the same thresholds the system uses to decide your sending speed. A brand-new domain starts at Not enough data until it has sent enough to build a signal.

Per-provider breakdown

Because providers behave differently, deliverability is tracked separately for each one. The table groups your sends into Gmail, Apple, Microsoft / Outlook, and Other providers, and shows for each: the Health (score and band), Sent (7d), Bounce rate, Click rate, and the current per-provider Daily limit. A provider that's at risk or critical is called out inline, so you can see exactly which inbox is dragging your reputation down.

Gmail spam-rate monitoring (Google Postmaster)

Most providers tell Yaplet — anonymously — every time a recipient marks your mail as spam, and those complaints feed the health bands above. Gmail doesn't. To protect its users' privacy, Gmail never reports individual complaints, which normally leaves senders guessing at the one provider that usually matters most. Yaplet closes this gap with Google's own reporting service (Postmaster Tools):

Unlock it with one DNS record. Your domain's records list includes an optional google-site-verification TXT record. Until it's added, the Deliverability tab shows an "Unlock Gmail spam-rate monitoring" note. Add the record and Yaplet verifies it with Google automatically — no account or extra setup on your side.
What you'll see. Once Google starts reporting, the tab shows your Gmail spam rate (Google-reported) — the share of Gmail recipients who marked your mail as spam — with the day it refers to.
How Yaplet reacts. Google's published rules are strict: stay under 0.1%, and never reach 0.3%. If your worst day in the last week crosses 0.1%, Yaplet pauses the growth of your Gmail sending and notifies you; at 0.3% and above, your Gmail sending volume is actively reduced until the rate recovers. Other providers are unaffected — only Gmail sending is throttled.

Google reports with a 2–3 day delay, and only for days with meaningful Gmail volume (roughly 50+ Gmail recipients in a day). A low-volume domain may show no Gmail spam rate at all — that's normal, not an error.

What to do at each band

Healthy — you're in good standing. Bounce and complaint rates are within safe limits, so sending speed is increasing gradually. Keep it that way: only email people who opted in, remove old or invalid addresses, and watch engagement — sending to people who never open slowly erodes reputation.

At risk — growth is paused to protect your reputation. One or more providers are showing elevated bounce or complaint rates, so the system has stopped increasing your sending speed for them. Clean your list — remove old, invalid, or never-engaging addresses — and stop emailing unengaged contacts. If rates keep rising, sending speed will be reduced.

Critical — sending speed is being reduced. Bounce or complaint rates have crossed the danger line, so the system is actively slowing down to protect deliverability. If this continues, providers may start routing your mail to spam, or your sending account could be placed under review. Stop importing unverified lists immediately, remove bouncing and complaining contacts now, and send only to your most engaged, recently active subscribers until the numbers recover.

The fastest way into the At risk or Critical band is importing a stale or purchased list. Yaplet drops obviously bad addresses on import, but it can't tell which valid-looking addresses are dead or unengaged — only your sending history reveals that. Import lists you own and have permission to email.

When Yaplet pauses or slows a domain

The health bands above are a 7-day rolling read — deliberately gradual. On top of them, Yaplet runs a real-time safety breaker that reacts within hours, so one bad send can't quietly wreck your reputation before the weekly average catches up. It watches three signals:

Bounces — mail sent to addresses that don't exist.
Spam complaints — recipients hitting "report spam".
Refusals — a receiving provider rejecting your messages outright, without ever looking at the mailbox.

When it acts, a banner appears on the Deliverability panel and you get both an email and an in-app notification, naming which of the three triggered it and the numbers behind it.

Sending speed reduced. One of the three rates above is elevated, so Yaplet has temporarily slowed how fast this domain sends. Normal speed returns automatically as the rate recovers. You'll get a "Sending speed reduced for {your domain}" notice telling you which signal caused it.

Sending paused. If the rate climbs to a level that risks getting the domain blocklisted, Yaplet pauses all bulk sending from it for a deliverability review. Campaigns and email automations stop, and even test emails from the domain are blocked while it's paused — but your other Yaplet email (inbox replies, and mail from your other domains) keeps working. Yaplet emails you the details and reviews the domain; sending is restored once its rates recover, and you'll get a "Sending restored for {your domain}" notice when it is.

When a provider refuses your mail

A refusal is not the same thing as a bounce, and it needs the opposite response. A bounce means one address is dead. A refusal means the provider — most often Microsoft/Outlook — has decided not to accept mail from your domain at all, so it rejects the message at the door without ever checking whether the mailbox exists. It's a judgement about your domain, not a fact about the address.

Yaplet slows a domain once 5% of its sends in the last 24 hours are being refused, and pauses it at 15%. Everyday background refusals — a handful of corporate mail servers that reject bulk mail on principle — sit far below that, and the check only engages once the domain has real volume behind it, so a few refusals on a small send trigger nothing.

Cleaning your list will not fix a refusal — the addresses were never the problem. What helps is easing off that provider for a while: refusals normally clear on their own as your volume drops and your recent sending looks calmer. Avoid large campaigns aimed at the affected provider until the rate falls, and don't try to push through it by sending more.

This is protection, not a penalty. Bounces and complaints are almost always avoidable with list hygiene — only email confirmed opt-ins, and never import a purchased or stale list. Refusals are less directly in your hands, but the same habits are what stop a provider turning against your domain in the first place.

Where else deliverability shows up

The same health signal appears throughout the Newsletter section so you never have to go looking for it:

Campaign stats — each campaign report shows a Deliverability score for that send.
Sent campaigns list — a Deliverability column flags any campaign whose bounce rate ran high.

Link tracking and engaged-first sending

Engaged-first ordering ranks recipients by opens and clicks. If you haven't turned on branded link tracking, clicks can't be measured for that domain, so ranking falls back to opens only. Turning link tracking on gives the system a second engagement signal and sharpens who gets sent first.

Need more isolation?

Yaplet sends all customer email from a shared, pre-warmed IP pool by default — the right choice for almost everyone. If you send at high, consistent volume and want a sending reputation that's entirely your own, you can move your domain onto a dedicated IP.