How do new thresholds for complaint and bounce rates affect senders?

New thresholds for complaint and bounce rates establish clear accountability metrics. Complaint rates must stay below 0.3% maximum with target under 0.1%. Bounce rates, while not explicitly specified, factor into overall sender reputation with high bounce rates signaling list quality problems.

These thresholds create measurable standards for sender behavior. Previously, acceptable rates varied by provider and were not publicly documented. Explicit thresholds enable senders to monitor compliance and take corrective action before problems escalate.

The thresholds affect senders by requiring active list management. Purchased lists, old databases, and unengaged segments become liability sources. Meeting thresholds requires regular list hygiene, prompt bounce handling, and content relevance that minimizes complaints.