Should I resend emails that hard bounced during the Gmail outage?
Summary
What email marketers say8Marketer opinions
Marketer from Email Geeks refers to the Google post on the issue which states, "For users who experienced email delivery issues when sending emails to valid email addresses ending in “@gmail.com”, please re-send your emails." They revalidated all gmail bounces for that period (as per Steve Atkins' advice), not just the specific "does not exist" message and hasn't seen any issues since.
Email marketer from Email On Acid Blog suggests if the outage was on Gmail's side, resending might be effective, but segments the resend and monitors results. Otherwise, the addresses may have moved on.
Email marketer from SuperOffice explains, after a service outage, if the error was on the recipient's side, resending is acceptable as its likely the mailbox is back online. However, SuperOffice still suggests to monitor engagement from the emails.
Email marketer from Neil Patel Blog explains that if a Gmail outage caused bounces, resending is a good idea because the bounces may have been incorrectly flagged. He suggests monitoring the results of the resend to ensure deliverability.
Email marketer from StackOverflow advises that if there was a known Gmail outage, it is ok to retry sending the emails to all who bounced. However, keep a close eye on bounces as you resend.
Email marketer from Reddit suggests that if you know there was a Gmail outage, resending emails to those addresses is reasonable. However, they recommend closely watching your bounce rates after the resend to ensure they don't spike.
Email marketer from Litmus says that in the event of a Gmail outage, a resend may be effective if the bounces were caused by the outage and the mailboxes are now online again. You should monitor the results and engagement from the emails.
Email marketer from SendGrid Support Forum explains that if there was a known Gmail outage it is ok to retry sending the emails as you know the recipients mailbox should be working again now.
What the experts say4Expert opinions
Expert from Spam Resource explains that, if Gmail had an outage, it's reasonable to retry sending the bounced messages, but to monitor the results and remove any addresses that hard bounce again.
Expert from Email Geeks says that bounces during the Gmail outage weren't real and the few that were, will bounce out again.
Expert from Word to the Wise suggests monitoring the types of errors that are returned. After a Google outage she recommends suppressing recipients for only a short time, as the outage is a temporary problem, and the mailboxes will be back online soon.
Expert from Email Geeks shares that Google recommended resending to the bounces received as part of their public post mortem after their outage. Check both the 14th and 15th of December as there were small issues both days.
What the documentation says4Technical articles
Documentation from Google Workspace Updates Blog recommends resending emails that bounced due to a recent Gmail issue. They state that users who experienced email delivery issues sending to valid Gmail addresses should resend their emails.
Documentation from RFC Editor, defining SMTP standards, specifies that temporary failure codes (e.g., 4xx errors) indicate that the message *might* be deliverable in the future. In the event of infrastructure failure, resending may be successful.
Documentation from Mailjet Knowledge Base suggests that it's generally safe to resend emails after an outage, particularly if the outage was on the recipient's end (like Gmail). However, they advise segmenting these resends and monitoring engagement to avoid deliverability issues.
Documentation from AWS details that it's acceptable to resend messages after a temporary failure (soft bounce). However, for hard bounces, resending isn't recommended as the email address is invalid. In the event of a service outage the AWS documentation would recommend resending.