New ESP Block Policy - Implementation Timeline
Effective Date: [12th Feb 2026]
This new ESP Block Policy will be implemented on 12th Feb 2026. Current users will receive advance notification and have time to review their email practices before enforcement begins.
What you should do now:
- Review your current bounce classification data
- Implement recommended email authentication and best practices
- Clean your email lists and improve content quality
- Monitor your ESP block rates closely
What Are ESP Blocks?
ESP blocks occur when major email providers (Gmail, Yahoo, Outlook, etc.) reject your emails due to:
- Authentication failures (DMARC, SPF, DKIM issues)
- Poor sender reputation
- Content that appears spam-like
- Policy violations
- Technical configuration problems
Unlike regular bounces, ESP blocks are calculated separately and trigger immediate restrictions to protect your long-term email deliverability.
ESP Block System
| ESP Block Rate | Action | Duration | Block Level |
|---|---|---|---|
| 3% | Warning Email Sent | Immediate notification | Pre-Block Warning |
| 5% | Email sending suspended | 12 hours | 1st block |
| 3% (after 1st block) | Critical Warning Email Sent | Immediate notification | Pre-2nd Block Warning |
| 5% (after 1st block) | Email sending suspended | 24 hours | 2nd block |
| 3% (after 2nd block) | Final Warning Email Sent | Immediate notification | Pre-3rd Block Final Warning |
| 5% (after 2nd block) | PERMANENT SUSPENSION | Permanent | 3rd block - FINAL |
Critical: All blocks are reset after 7 consecutive days of maintaining ESP block rates below 1%.
In this release, email sending will not be permanently disabled. Each block will be temporary and limited to a 24-hour duration only.
If your email service is blocked due to ESP Block Detected, you will see the following error message displayed as a top banner inside the affected subaccount:
Email sending is blocked due to a high number of spam blocks from email providers.
This block is enforced to protect email deliverability and prevent further reputation damage with Email Service Providers (ESPs).
How to Request Permanent Unblock
Permanent unblocking cannot be done automatically. Reach out to our agency owner in order to unblock the same.
Why This Matters
Protecting Your Business
- ESP blocks damage your sender reputation permanently
- Poor reputation leads to emails landing in spam folders
- Reduced deliverability impacts your business revenue
- Recovery can take weeks or months without proper action
Industry Standards
- Major ESPs are increasingly strict about email quality
- Authentication requirements are now mandatory
- Content filtering has become more sophisticated
- Sender reputation affects all future campaigns
Next Steps
- Analyze: Use the Bounce Classification to understand your specific ESP blocks
- Fix: Address the identified issues using our detailed support guides
- Monitor: Track your improvements through the analytics dashboard
- Verify: Ensure fixes are working before resuming normal sending
Support Resources
Bounce Classification
- Access detailed ESP block analysis
- View error categories and volumes
- Get specific recommendations for your account
- Monitor improvement progress
Category-Specific Support Guides
Each ESP block category in your analytics dashboard links to detailed fix guides:
- DMARC Authentication Failures
- Domain/IP Reputation Issues
- Content and Spam Filtering
- Technical Configuration Problems
- And more...
Time-Sensitive Actions
Before Policy Implementation
- Complete email authentication setup
- Clean all email lists thoroughly
- Optimize email content and templates
- Test email delivery across major providers
- Monitor analytics dashboard daily
When Policy is Active - Within 24 Hours of Warning
- Review analytics data immediately
- Identify top 3 ESP block categories
- Begin implementing critical fixes (authentication, major content issues)
When Policy is Active - Within 48 Hours of Block
- Complete all technical fixes
- Clean email lists and remove problematic content
- Test email delivery to major providers
Ongoing (When Policy is Active)
- Monitor analytics dashboard daily
- Maintain email best practices
- Regular list hygiene and engagement monitoring
Frequently Asked Questions
When does this new policy take effect?
The ESP Block Block System will be implemented on 12th Feb 2026 giving all users 30 days to prepare and optimize their email practices.
What happens to my current ESP blocks?
Your ESP block history will reset on the implementation date. However, we strongly recommend addressing any current issues before the policy goes live to ensure smooth operations.
How do Block reset?
Block reset after 7 consecutive days of maintaining ESP block rates below 1%. However, if you receive 3 blocks within any 7-day period, permanent suspension will occur.
Can permanent suspensions be reversed?
Permanent unblocking cannot be done automatically. Reach out to our agency owner in order to unblock the same.
Will I receive notifications before each block?
Yes, you will receive warning emails when your ESP block rate reaches 3%, giving you time to take corrective action before the 5% threshold triggers a block.
What if I'm currently above 3% ESP block rate?
Use the preparation period before 12th Feb 2026 to address these issues. The block system will not be enforced until the implementation date, giving you time to fix problems.
How is this different from regular bounce management?
ESP blocks are calculated separately from regular bounces and have their own block system. Regular bounces (invalid addresses, full mailboxes) are handled differently than ESP blocks (reputation, authentication, policy issues).
Important Reminders
- ESP blocks are separate from regular bounces - they require immediate attention
- Each provider has different requirements - use analytics to see provider-specific issues
- Prevention is better than cure - implement proper email practices from the start
- Time is critical - delays in fixing issues can lead to permanent restrictions
- You have 30 days to prepare - use this time wisely to optimize your email practices
Your email deliverability and business success depend on taking action now. Start with the Email Analytics dashboard and begin preparing for the new policy implementation.
This policy is designed to protect your sender reputation and ensure long-term email deliverability success. We're here to help you prepare and succeed with these new requirements.