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What cloud email sending involves
Cloud sending platforms, with Amazon SES the one we work with most, give you sending infrastructure through an API or SMTP endpoint. You don’t manage servers or IPs directly, but you are still responsible for authentication, bounce and complaint handling, and your account’s reputation. Providers watch those metrics closely and can pause sending when they drift.
Setup therefore goes well beyond getting an API key. It means a verified domain, aligned DKIM, a custom MAIL FROM domain, event notifications flowing somewhere useful, and sending rates that match what your reputation can support.
We also make sure the account is organised so it stays understandable as it grows. Separate configuration sets for different mail types, clear naming, and event data that lands in one place mean that when a metric moves, you can tell which stream moved it.
Who this is for
- Teams whose SES account is still in the sandbox, or whose production access request was declined.
- Senders who received a review or pause notice because of bounce or complaint rates.
- Businesses connecting MailWizz, an app or a CRM to SES and unsure what else is required.
- Growing senders considering dedicated IPs or separate configurations for different mail types.
What’s included
- Production access request written with an accurate description of your mail, list sources and bounce and complaint handling.
- Domain verification with Easy DKIM and a custom MAIL FROM subdomain so SPF aligns.
- DMARC published and monitored.
- Configuration sets separating transactional and marketing traffic.
- Event destinations for bounces, complaints, deliveries and rejects, routed to SNS, your application or your email platform.
- Suppression list settings at account level, plus your own list kept in sync.
- Dedicated IPs where your volume justifies them, with warm-up.
- Dashboards and alarms on bounce and complaint rates.
How we deliver it
- Review your current account, sending identities and history.
- Verify domains, publish DKIM and MAIL FROM records, and confirm alignment.
- Build configuration sets and event destinations, then prove them with test bounces and complaints using the provider’s mailbox simulator.
- Prepare and submit the production access request where needed.
- Connect your applications or platform and send controlled test traffic.
- Set sending rates and alarms based on the metrics you actually see, then hand over with documentation.
Optimising an existing account
For accounts already in production, we look for the causes behind rising bounce or complaint rates: old lists, missing suppression, bounces that aren’t reaching your platform, or marketing and transactional mail mixed on one identity. A quota is a ceiling, not a target; we tune rate against reputation rather than pushing toward the limit.
If you connect SES to MailWizz, see MailWizz installation and configuration. If bounces aren’t being processed, see bounce handling.
What affects timeline and cost
- Provider review times for production access, which are outside our control.
- Number of domains, regions and configuration sets.
- How many applications need connecting and whether they can consume event data.
- Whether dedicated IPs and warm-up are part of the plan.
- The state of your lists and suppression data.
Common mistakes
Leaving bounce and complaint notifications unsubscribed, so the platform never learns about them. Sending everything from the root domain with the provider’s default MAIL FROM, so SPF doesn’t align. Asking for a higher quota before reputation supports it. Moving an old list straight onto a new account. Each one shows up quickly in the account’s metrics.
See all email infrastructure services, read the guide, or contact us.
Frequently asked questions
Can you guarantee production access approval?
No one can. We make sure the request is accurate and complete and that your account is set up to handle bounces and complaints, which is what reviewers look for.
Do we need dedicated IPs on SES?
Only at meaningful, regular volume. Shared IPs managed by the provider often perform well for smaller senders, and dedicated IPs need warm-up and ongoing volume.
Why is my bounce rate different in my email platform and in SES?
They often count differently. Your platform may record policy rejections and soft bounces that the provider classifies separately, so we check both before drawing conclusions.
Do you work with sending platforms other than SES?
Yes. The principles are the same: verified domains, aligned authentication, event handling and rate tuning. Tell us what you use.
What happens if our account is placed under review?
We look at what triggered it, usually a bounce or complaint rate, find the cause in your lists or integrations, fix it, and help you respond to the provider with an accurate account of the changes.
Talk to us about cloud email sending setup & optimization
Production access, dedicated IPs, configuration sets and reputation dashboards set up properly.