Delivering emails to Polish mailbox providers can be challenging and is not as straightforward as for providers based in other European countries. In this article I would like to explain the specific characteristics of Polish mailbox providers, what Emarsys is doing for their clients, and what clients do themselves if they notice delivery issues.
For November 2024, Emarsys has had an outstanding performance for all 3 Polish mailbox providers covered in this article with a delivery rate of 99.xx%.
Unlike many other mailbox providers globally, most Polish providers only allow an unknown rate limit for emails to be delivered to their infrastructure within a certain timeframe. All emails above this threshold will either be delivered with delays or will return a bounce if the email cannot be delivered within 48 hours after the email campaign was sent. This rate limiting is currently applied to the following mailbox providers:
- WP (Wirtualna Polska) - Most common domains: wp.pl, tlen.pl, o2.pl
- Interia (Grupa Interia.pl) - Most common domains: interia.pl, interia.eu, poczta.fm
- Onet (Grupa Onet) - Most common domains: op.pl, onet.pl, vp.pl, poczta.onet.pl, onet.eu
What Emarsys clients can do for a better performance
First of all, it is vital to apply the latest email marketing best practices to ensure the success of your email campaigns. This includes focusing on your active contacts and sending content that contacts are interested in and would like to receive. If you notice issues with one or more Polish mailbox providers, you can try to send your email campaigns to this provider in intervals over a longer period instead of sending all emails at once. One approach to avoid or lower the above-mentioned rate limiting can be to spread the sending to the mailbox provider that causes issues over a time of 12 hours. Afterwards, you should look at the email campaign analysis how well this approach worked and adjust this plan if necessary.
WP (Wirtualna Polska)
Currently, WP allows email delivery for all senders equally. However, please apply email marketing best practices and it may be worth checking WP’s regulations on the following pages:
Regulamin usługi konta poczty elektronicznej
Zalecenia dla nadawców masowych
Note: Until November 2024, WP offered a paid premium sender service that gave participating senders the possibility to deliver an unlimited number of emails without throttling applied. This service has been shut down. More information can be found here.
Interia (Grupa Interia.pl)
For Interia with their most common domains interia.pl, interia.eu and poczta.fm there is a paid service available to improve deliverability results. To become a premium sender at Interia a contract can be closed between the sender itself, thus the Emarsys client, and Interia. If you are interested in the services offered by Interia, please contact Emarsys Support and we can provide you with the contact details of an Interia representative.
Onet (Grupa Onet)
Onet also offers a premium sender agreement called Onet Email Tube. When sending high volumes of emails to Onet domains like op.pl, onet.pl, vp.pl, poczta.onet.pl, onet.eu, Onet Email Tube may help you to deliver emails faster and more successfully. The Emarsys Support can provide you with contact details upon request.
Even though as of approx. April 2023 Onet started supporting Brand Indicators for Message Identification (BIMI), this will not have a direct effect on the rate limiting applied to senders. However, implementing BIMI may still have a positive effect on delivering your emails to Onet due to the visibility of your brand's logo in the email as well as increased trust and brand awareness. Please read this article how you can implement BIMI for your brand.
Tip: When considering signing a contract for paid services to improve deliverability you should analyse your data first, check how many contacts at Interia or Onet you are sending to regularly and what’s the expected return on investment (ROI).