Email deliverability

Land in the inbox, not the spam folder.

Get started Read the deliverability guide

Set up in:

Deliverability is whether your email reaches the inbox at all. Bird signs every message, warms your IPs automatically, suppresses bad addresses before they cost you reputation, and watches the major blocklists. The mail you send is the mail that lands.

welcome.tsx

200 · 1.2s

import { BirdClient } from "@messagebird/sdk";
import { render } from "@react-email/render";
import { WelcomeEmail } from "./emails/welcome";

const bird = new BirdClient({ apiKey: process.env.BIRD_API_KEY! });

const { data, error } = await bird.email.send({
  from:    "Bird <hello@bird.com>",
  to:      ["ada@example.com"],
  subject: "Your invite is ready",
  html:    await render(<WelcomeEmail name="Ada" />),
}).safe();

if (error) throw error;
console.log(data.id);
// → "em_2bX91Yk8h..."

welcome.tsx

200 · 1.2s

import { BirdClient } from "@messagebird/sdk";
import { render } from "@react-email/render";
import { WelcomeEmail } from "./emails/welcome";

const bird = new BirdClient({ apiKey: process.env.BIRD_API_KEY! });

const { data, error } = await bird.email.send({
  from:    "Bird <hello@bird.com>",
  to:      ["ada@example.com"],
  subject: "Your invite is ready",
  html:    await render(<WelcomeEmail name="Ada" />),
}).safe();

if (error) throw error;
console.log(data.id);
// → "em_2bX91Yk8h..."

Deliverability is a feature, not a hope.

Every account on the Bird Email API gets the primitives below: authenticated sending, managed IP warmup, automatic suppression, and live blocklist monitoring. You don't wire them together yourself. Zillow lifted email open rates 161% after moving deliverability onto Bird.

Five things working for you on every send.

On every send, with no setup step and no add-on SKU.

01
Authenticated sending.
DKIM, SPF, and DMARC signed for every verified sending domain, with optional BIMI support. DNS usually verifies within minutes of publishing the records.
02
Managed IP warmup.
Start on a shared pool, or take dedicated IPs that Bird warms automatically over roughly 30 days and organizes into pools you control.
03
Automatic suppression.
Bounces, complaints, and unsubscribes suppress the recipient automatically and reversibly, so a bad address never burns your reputation twice.
04
Blocklist monitoring.
Live monitoring across the major DNSBLs surfaces a reputation problem early, while you can still act on it.
05
Per-provider visibility.
Bounce codes, complaint types, and mailbox-provider and client breakdowns, broken out per domain, ISP, and IP, in the dashboard and via the stats API.

You don't write deliverability. You watch it.

Signing, warmup, and suppression are automatic. What you get on top is visibility: pull bounce and complaint rates, mailbox-provider breakdowns, and bounce codes from the stats API, and alert on a trend before it costs you the inbox.

reputation.ts

200

// Watch the rates that decide whether you reach the inbox.
const { data } = await bird.email.stats.summary({
  from: "2026-06-01",
  to:   "2026-06-23",
}).safe();

console.log(data.bounce_rate);     // 0.004
console.log(data.complaint_rate);  // 0.0006
console.log(data.delivered_count); // 248119

What healthy sending looks like.

Bird weighs your bounce and complaint rates against volume and history, then acts: healthy traffic sends unthrottled, a degrading reputation gets throttled, and harmful signals pause sending before they torch your domain. As a rule of thumb, hard-bounce rates approaching 5% trigger a pause and healthy lists run well under 1%. Gmail and Yahoo enforce a 0.3% complaint ceiling for bulk senders, and sustained rates above ~0.1% already hurt placement.

Go deeper in the docs.

Set up authentication with the DKIM, SPF & DMARC guide, plan a ramp with the IP warmup guide, or read the full deliverability guide for the playbook end to end.

Deliverability FAQ

What is email deliverability?+

Deliverability is whether your email actually reaches the recipient's inbox rather than the spam folder or a hard rejection. It depends on authentication, sender reputation, list hygiene, and engagement, all of which Bird manages or surfaces for you.

Do I need a dedicated IP for good deliverability?+

Not to start. Lower-volume senders do well on Bird's shared pool. Once you're sending consistently, a dedicated IP gives you a reputation you own, and Bird warms it automatically over roughly 30 days.

How does Bird handle bounces and complaints?+

Bounces, spam complaints, and unsubscribes automatically add the recipient to your suppression list, so you stop mailing addresses that damage your reputation. Suppression is reversible if an address recovers.

How do I know if my deliverability is slipping?+

Bird monitors the major blocklists and exposes bounce codes, complaint types, and mailbox-provider breakdowns through the stats API and dashboard, so you can catch a downward trend early.

The rest of the Email platform

One API, one set of keys. Explore the other capabilities.

SendingTransactional and marketing email, templates, and batch sends.AnalyticsPer-domain, per-ISP, per-IP delivery and engagement metrics.Dedicated IPsManaged dedicated IPs and pools, warmed automatically.Sending domainsDomain verification, DKIM/SPF/DMARC signing, and DMARC monitoring.SuppressionsAutomatic, reversible suppression of bounces, complaints, and unsubscribes.BroadcastsMarketing campaigns: draft, target an audience, schedule, and send.AudiencesYour contacts and the audiences you target from a broadcast.Email API overviewThe full Email API: sending, deliverability, IPs, suppression, analytics, and broadcasts.

About 40% of the world's commercial email already runs on Bird.

Transactional and marketing email on infrastructure we've run for a decade. Deliverability is one capability of the Bird Email API: sending, dedicated IPs, suppression, and analytics ship with it.

Explore the Email platform Get started