Should I resend emails that hard bounced during the Gmail outage?

Summary

The general consensus from experts, marketers, and documentation suggests that resending emails that hard bounced during a Gmail outage is reasonable. This is largely due to the possibility that bounces during the outage were false positives. Google themselves recommended resending emails. However, it's critical to monitor bounce rates, segment resends, and remove addresses that hard bounce again. Suppressing recipients should be temporary, and close attention should be paid to engagement metrics after resending.

Key findings

  • False Positives: Bounces during the Gmail outage were likely false positives, justifying a resend.
  • Google's Recommendation: Google officially recommended resending emails after experiencing delivery issues during the outage.
  • Temporary Issue: Gmail outage is a temporary problem, suggesting suppression should be brief.
  • Widely Accepted Practice: Both marketing and technical documentation largely support the idea of resending in this specific scenario.

Key considerations

  • Monitor Bounces: Closely monitor bounce rates and remove addresses that hard bounce again after resending.
  • Engagement Tracking: Monitor engagement metrics (opens, clicks) to assess the effectiveness of the resend and identify potential deliverability issues.
  • Segmentation: Segment your resends to better track performance and manage any issues that may arise.
  • Error Analysis: Monitor the types of errors received to assess address validity.

What email marketers say
8Marketer opinions

The consensus is that resending emails that hard bounced during a Gmail outage is generally acceptable. Since the bounces may be false positives due to the outage, resending allows delivery to valid addresses. However, it is crucial to closely monitor bounce rates and engagement after resending. Segmenting the resend and removing addresses that hard bounce again is also recommended. If the outage was on Gmail's side, resending might be effective as mailboxes are likely back online.

Key opinions

  • Resending acceptable: Resending emails after a Gmail outage is generally acceptable as the bounces might be false positives.
  • Monitor bounce rates: Closely monitor bounce rates after resending to identify any persistent issues.
  • Engagement: Closely monitor email engagement metrics such as opens and clicks after resending.
  • Segment resend: Segment the resend to better track and manage the process.
  • Google Recommendation: Google has recommended resending emails after delivery issues due to Gmail outages.

Key considerations

  • Validity of bounces: Determine if the bounces were genuinely due to the outage or if they represent invalid addresses.
  • Address removal: Remove addresses that hard bounce again after the resend to maintain list hygiene.
  • Delivery monitoring: Continuously monitor deliverability to ensure resending does not negatively impact sender reputation.
  • Potential for resend: If the bounce was due to google outage and the mailboxes are back online resending could work.
Marketer view

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.

March 2022 - Email Geeks
Marketer view

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.

January 2022 - Email On Acid Blog
Marketer view

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.

August 2023 - SuperOffice Blog
Marketer view

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.

October 2023 - Neil Patel Blog
Marketer view

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.

October 2021 - StackOverflow
Marketer view

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.

November 2021 - Reddit
Marketer view

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.

February 2024 - Litmus Blog
Marketer view

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.

March 2024 - SendGrid Support Forum

What the experts say
4Expert opinions

Experts generally agree that resending emails that hard bounced during a Gmail outage is reasonable. Bounces during the outage may not be genuine, and Google itself recommended resending. Monitoring results and removing addresses that bounce again is crucial. Suppressing recipients should be temporary, as the outage is a short-term problem.

Key opinions

  • False Bounces: Bounces during a Gmail outage might not be real hard bounces.
  • Google Recommendation: Google recommended resending bounced emails after their outage.
  • Temporary Suppression: Suppressing bounced recipients should be temporary due to the short-term nature of the outage.

Key considerations

  • Monitoring Results: Carefully monitor results after resending emails.
  • Remove Repeat Bounces: Remove addresses that hard bounce again after the resend attempt.
  • Error Analysis: Monitor the types of errors returned to understand the bounce reasons.
Expert view

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.

September 2021 - Spam Resource
Expert view

Expert from Email Geeks says that bounces during the Gmail outage weren't real and the few that were, will bounce out again.

October 2021 - Email Geeks
Expert view

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.

February 2022 - Word to the Wise
Expert view

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.

January 2022 - Email Geeks

What the documentation says
4Technical articles

Official documentation sources generally recommend resending emails that bounced during a Gmail outage. Google explicitly advises resending, while Mailjet suggests it's safe, especially if the outage was on the recipient's end. RFC standards indicate temporary failures may resolve, making resending viable. AWS documentation, while generally against resending hard bounces, implies it's acceptable in the context of a service outage. Segmentation and monitoring engagement are common considerations.

Key findings

  • Google Recommendation: Google recommends resending emails that bounced due to Gmail issues.
  • Outage Justification: Resending is justifiable when bounces are linked to an outage on the recipient's side.
  • Temporary Failures: SMTP standards suggest temporary failures (4xx errors) can be resolved with resending.

Key considerations

  • Segmentation: Segment resends for better tracking and management.
  • Engagement Monitoring: Monitor engagement after resending to avoid deliverability issues.
  • Soft vs. Hard Bounce: Differentiate between soft and hard bounces; resending is more appropriate for soft bounces or outage-related issues.
Technical article

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.

December 2024 - Google Workspace Updates Blog
Technical article

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.

December 2024 - RFC Editor
Technical article

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.

February 2023 - Mailjet Knowledge Base
Technical article

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.

April 2022 - AWS Documentation