AWS SES Frequently Asked Questions

What is Amazon Simple Email Service (SES)?

Amazon SES is a cloud-based email sending service designed to help digital marketers and application developers send marketing, notification, and transactional emails. It provides a reliable, scalable way to send email at a fraction of the cost of traditional email service providers.

Who should use AWS SES?

AWS SES is ideal for:

• Developers building applications that need to send transactional emails
• Businesses sending marketing communications and newsletters
• SaaS companies requiring reliable email delivery for notifications
• E-commerce platforms sending order confirmations and shipping updates

If you need a cost-effective, scalable email solution with high deliverability rates, SES is an excellent choice.

How does AWS SES compare to other email services?

AWS SES offers significant advantages over traditional email service providers:

• Cost: At $0.10 per 1,000 emails, it's up to 90% cheaper than competitors
• Scalability: Automatically scales from hundreds to millions of emails
• Integration: Seamless integration with other AWS services
• Reliability: Built on AWS's proven infrastructure

However, SES requires more technical setup than user-friendly alternatives like Mailchimp or SendGrid. Tools like Semplates bridge this gap by providing a visual interface for template management while maintaining SES's cost advantages.

What are the main use cases for AWS SES?

Common use cases include:

• Transactional emails (order confirmations, password resets, account notifications)
• Marketing campaigns and newsletters
• Automated system notifications and alerts
• Customer service communications
• Invoice and receipt delivery
• User onboarding sequences

How do email templates work in AWS SES?

AWS SES templates are reusable email formats stored in your AWS account. They use Handlebars syntax for dynamic content insertion, allowing you to:

• Create once, use many times with different data
• Maintain consistent branding across all emails
• Update templates without changing application code
• Support both HTML and plain text versions

Templates are managed via the AWS Console, CLI, or API. For a visual editing experience, consider using Semplates, which provides a drag-and-drop editor that deploys directly to SES.

What is Handlebars syntax in SES templates?

Handlebars is the templating language used by AWS SES for dynamic content. Basic syntax includes:

• {{variable}} - Insert variable values
• {{#if condition}}...{{/if}} - Conditional content
• {{#each array}}...{{/each}} - Loop through arrays
• {{#unless condition}}...{{/unless}} - Negative conditions

For complete examples, see our templates guide.

How many templates can I store in AWS SES?

AWS SES allows you to store up to 10,000 templates per AWS account. Each template:

• Can be up to 500KB in size
• Must have a unique name within your account
• Can include both HTML and plain text parts
• Supports unlimited variables and conditionals

If you need to manage multiple versions or collaborate on templates with your team, Semplates provides version control and team features while syncing with your SES account.

How do I test email templates before sending?

Testing templates is crucial for ensuring proper rendering across email clients:

1. Send test emails to verified addresses using sample data
2. Use email testing tools like Litmus or Email on Acid
3. Check rendering in major clients (Gmail, Outlook, Apple Mail)
4. Validate HTML using W3C validators
5. Test responsive design on mobile devices
6. Verify dark mode compatibility

Semplates includes built-in preview and testing across 90+ email clients, making this process much simpler.

How do I improve email deliverability with AWS SES?

Maximize deliverability by following these best practices:

• Authenticate your domain: Configure SPF, DKIM, and DMARC records
• Maintain list hygiene: Remove bounced and unsubscribed addresses promptly
• Monitor metrics: Keep bounce rates below 5% and complaint rates below 0.1%
• Warm up your IP: Gradually increase sending volume for new accounts
• Use dedicated IPs: For high-volume senders (>100k emails/day)
• Implement feedback loops: Process bounce and complaint notifications immediately
• Quality content: Avoid spam trigger words and maintain good text-to-image ratios

How do I handle bounces and complaints?

Proper bounce and complaint handling is critical for maintaining sender reputation:

1. Set up SNS notifications: Configure topics for bounces and complaints
2. Implement webhook endpoints: Process notifications in real-time
3. Maintain suppression lists: Automatically exclude problematic addresses
4. Categorize bounces: Hard bounces: Remove immediately and permanently, Soft bounces: Retry 2-3 times over 48 hours
5. Honor complaints: Immediately unsubscribe users who mark emails as spam

What metrics should I monitor in AWS SES?

Key metrics to track in CloudWatch:

• Send: Total emails attempted
• Bounce Rate: Percentage of emails that bounced (target: <5%)
• Complaint Rate: Percentage marked as spam (target: <0.1%)
• Delivery Rate: Successfully delivered emails
• Open Rate: Engagement metric (if tracking enabled)
• Click Rate: Link engagement (if tracking enabled)
• Reputation metrics: Monitor dashboard for account health

Set up CloudWatch alarms for bounce and complaint rates to get notified of issues immediately.

Why are my emails going to spam?

Common reasons emails land in spam folders:

• Authentication issues: Missing or incorrect SPF, DKIM, or DMARC records
• Poor sender reputation: High bounce or complaint rates
• Spam trigger words: Overuse of promotional language
• Misleading subject lines: Mismatch between subject and content
• No unsubscribe option: Required by law for marketing emails
• Sending to old lists: Outdated or purchased email lists
• IP reputation: Shared IPs may have poor reputation

Use tools like Mail Tester or GlockApps to check your spam score before sending campaigns.