Whether you’re sending email to recipients in the United States or to recipients in other countries, you are responsible for following the laws and regulations applicable to your email practices. This guide does not address those compliance issues, so be sure to learn and follow applicable laws.
Generally, you should keep your bounce rate below five percent. This is one way to prove to ISPs that you have a clean list (i.e., you know the state of your recipient addresses). This percentage can change with industry trends and is not universal across all ISPs, but it is a reasonable rule of thumb.
If you have an old list that you haven’t emailed to in a while, don’t email to that list through any provider that limits your bounce rates (which includes Amazon SES), unless you’ve verified the state of the addresses (e.g., by checking login activity on your site, purchase history, etc.). Otherwise, you may incur a lot of bounces from old unused email addresses while you try to clean your list, and you risk being blocked by both ISPs and Amazon SES.
If you’re providing critical information to your customer, such as a password reset, provide an alternative form of communication in addition to email, in case the email addresses bounce. Alternatives might include in-browser secret questions, postal mail, or SMS. You should also display the address to which you will be sending and allow the recipients to choose a different workflow, such as SMS, if the email address is in fact incorrect.
如果您有一个比较老的邮件列表，在一段儿时间内从来没有发送过，不要通过任何限制硬反弹的渠道去发送(包括amazon ses),除非您验证了这些邮件地址的状态(比如检测这个客户在您网站登陆激活的状态，客户的购买历史等等)。除非您清理和检查了这个邮件列表，否则会导致大量老旧不再使用的邮件地址的硬反弹，这样您就必然会承担被收信邮局和amazon ses封账号的风险。