AWS Messaging & Targeting Blog

Amazon Simple Email Service (SES) helps improve inbox deliverability with new features

Email remains the core of any company’s communication stack, but emails cannot deliver maximum ROI unless they land in recipients’ inboxes. Email deliverability, or ensuring emails land in the inbox instead of spam, challenges senders because deliverability can be impacted by a number of variables, like sending identity, campaign setup, or email configuration. Today, email senders rely on dashboard metrics or deliverability consultants to optimize the inbox placement of their messages. However, the deliverability dashboards available today do not provide specific recommendations to improve deliverability. Consultants provide bespoke solutions, but can cost hundreds of dollars per hour and are not scalable.

That’s why, today, we’re proud to announce virtual deliverability manager, a suite of new deliverability features in Amazon Simple Email Service (SES) that improve deliverability insights and recommendations. A new deliverability dashboard gives email senders more insights through a detailed dashboard of metrics on email deliverability. The “advisor” feature provides configuration recommendations to help improve inbox placement. SES’ “Guardian” can implement changes to email sending to help increase the percent of messages that land in the inbox. Deliverability metrics and recommendations are generated in real-time through Amazon SES, without the need for a human consultant or agency.

AWS Simple Email Service deliverability insights dashboard

The new SES feature reports email insights at-a-glance with metrics like open and click rate, but can also give deeper insights into individual ISP and configuration performance. SES will deliver specific configuration recommendations to improve deliverability based on a specific campaign’s setup, like DMARC (Domain-based Message Authentication Reporting and Conformance) or DKIM (DomainKeys Identified Mail) for a specific domain. Senders can turn on automatic implementation, which allows SES to intelligently adjust email sending configuration to maximize inbox placement.

AWS Simple Email Service deliverability recommendations to improve email sendingApplying new deliverability features is simple in the AWS console. Senders can log into their SES account dashboard to enable the virtual deliverability manager features. The features are billed as monthly subscription and can be turned on or off at any time. Once the features are activated, SES provides deliverability insights and recommendations in real time, allowing senders to improve performance of future sending batches or campaigns. Senders using Simple Email Service (SES) get reliable, scalable email at the lowest industry prices. SES is backed by AWS’ data security, and email through SES supports  compliance with HIPAA-eligible, FedRAMP-, GDPR-, and ISO-certified options.

To learn more about virtual deliverability manager, visit