Why can’t I send Bulk Emails?

Last Updated: Aug 18, 2015 01:44PM EDT

You should have noticed that we do not allow bulk email marketing campaigns to go out through Postmark. We’d like to explain why.

What is considered a Bulk Mailing?

A bulk mailing is when you send to a larger list of subscribers at once. These are email marketing campaigns, such as:

  • Marketing emails
  • Promotions
  • Email Newsletters

The difference between a Bulk marketing campaign and a transactional email is that a transactional email is based on an action or event (signing up, purchasing something, posting a comment). Bulk emails are not initiated by a user action.

Of course, there are always some grey areas like email digests or notifications to groups. If you are not sure, please reach out and ask. We'll reply right away.

Why are bulk emails not allowed?

The first reason has to do with delivery. ISPs ask that you separate transactional emails from bulk mailings, and treat them differently when they receive them. We think this is very important, both to ensure optimal delivery and also to be respectful to the ISPs. If your password reset email is sent right after a large bulk campaign the email may sit in queue, making it a frustrating experience for your users. We want to avoid that and ensure extremely fast delivery.

The second reason is due to federal CAN-SPAM regulation. If you are sending a bulk mailing, you are required to provide an easy way for the subscriber to opt-out. For transactional emails, this is not required, although we highly recommend you provide some email preferences/options for users in your application. At this time, we do not offer Unsubscribe functionality and therefore cannot allow you to break the law by sending emails without opt-out.

What do I do to send out a bulk mailing?

There are numerous services that provide email marketing tools (called ESPs).

We constantly monitor sending practices. Please remain polite so everyone can enjoy our excellent delivery rates.

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