FAQ Repository

  • There is no limit.

    There should be no limit on an individual field, just the overall limit on the entire size of all custom fields for a contact (1kb Json encoded).

  • In Ometria we use definitions set by ISPs to classify different bounce codes and their meanings.

    The logic we use to determine different bounce categories in campaign reporting is as follows:

    Soft bounces: 20, 21, 22, 23, 24, 40, 60, 70, 100

    Hard bounces: 10, 30, 90

    Email bounces: All of the above, plus classes 50, 51, 52, 53, 54

    How can delivery rate be 99% if X% of emails are delayed?

    Because delayed emails still get delivered, if you look over 24 hours, maybe X% got delayed and re-sent, so delivery can be 99%.

    What are delayed emails?

    Delays (aka Temporary Failures or 4xx Errors)

    When we receive a 4xx rejection from the ISP, we log a "delay" event that includes the timestamp and the attempt count and retry again later.  

    If we hit the maximum number of retries (or maximum time period the message is eligible for delivery) and the remote server still has not accepted the message, we will fail the message with a timeout reason – in this case we will log a "bounce" event.  
    These types of bounces (those for which the remote server continually rejects the message with a 4xx error) are not usually classified as hard bounces.

    Hard Bounces (aka Permanent Failures or 5xx Errors)

    When we receive a 5xx response from the ISP, we will log a "bounce" event and determine the bounce classification based on the 5xx response string.  (Bounces classified as "hard" bounces (code 10) are added to the suppression list.)

    How long are emails delayed before we do not push them anymore? i.e. people receiving promos after they have expired.

    On the first failure the message is sent to the delayed queue and retried 20 minutes later.On the second failure, the retry interval doubles to 40 minutes.On the third failure, the retry interval quadruples to 80 minutes.On the fourth failure, the retry interval multiplies by eight, to become 160 minutes.

    Why do 'email hard bounces' and 'email soft bounces' not add up to 'email bounces'?

    Because you also have admin bounces and block bounces:
    Blocked – These emails were refused because the recipient server determined that the content is spammy, the IP has poor reputation, or a myriad of other filter verdicts. These are rejected at the recipient server level, and never reach the intended recipient.
    Admin – These emails were blocked due to a previous unsubscribe, spam/feedback loop complaint or hard bounce.  Admin Failures are a result of our system monitoring and protecting your sending reputation. 

  • In order to make use Ometria segments in Google for remarketing (provided we have synced these for you), please refer to this Google guide as to what steps need to be followed.


    If you need further help, please contact support@ometria.com for further assistance.

  • You  would not need a separate unsubscribe link as the preference center  would allow uses who have "subscribed" status or "unknown" status to  unsubscribe from marketing.

    If you are having any issues with this please contact us at support@ometria.com

  • You can use the product feed to display products abandoned/viewed/purchased.

    Here is the Facebook guide on how to implement dynamic adds.

    The  sync'd segment should appear in Facebook as a custom audience you can  select to target when you create the ad in Facebook. The audience name  will be the name of the Ometria segment.

  • Why  am I unable to view a preview of my email template? Coded view  displayed like the one below but cannot be opened using the preview  button or not showing next to the coded version?

    Frequently, a missing preview is due to an error in the HTML - please ensure that  the HTML code you are using is valid. This would be the primary reason  this is not displaying correctly.


    If you have validated the HTML and are still unable to preview the template please contact support@ometria.com.

  • If  you would like to find out how many items/products customers have  bought, you can see this at an individual customer level on the customer  profile screen, as below:

    If you would like to see how many (and which) customers have bought more than X items in a date range, you would use the orders report.

    1. Choose the date range you want.

    2. Navigate to the Orders by Customer screen.

    3. Choose the "Columns Selected" and select the data you want (selecting all can generate too big a file to download).

    4. Download the customer list into a CSV file, and order the file by number of items bought.

    All data used is randomly generated and for illustrative purposes only.

  • Our templates can support images up to 300KB.

  • There could be several factors causing this:

    • We  can only report on the data you send Ometria, and often this is the result of contacts abandoning the site or identifying themselves on site without explicitly being asked if they want to receive emails. This would result in an "unknown" status.
    • The ecommerce platform may not be setup correctly - i.e. contacts are automatically opted in with a pre-ticked check box. If the system does not pass these contacts to their subscriber list, Ometria will not receive their subscriber status, but will receive the contact as attached to the order.
      Conversely, if people do not check the box, it may not mean they have explicitly opted out so their status would still remain 'unknown'.

  • Delays (Temporary Failures or 4xx Errors)


    When  we receive a 4xx rejection from the Internet Service Provider (ISP), we  log a "delay" event that includes the timestamp and the attempt count  (example: "num_retries":"6") and retry again later. The proprietary  retry algorithm attempts delivery for each message a certain number of  times over a time period; the process is dynamic but it would not be  unusual for a message to be retried up to 6 times over 72 hours.

    If  we hit the maximum number of retries (or maximum time period the  message is eligible for delivery) and the remote server still has not  accepted the message, the message will be failed with a timeout reason –  in this case we will log a "bounce" event.  The bounce classification  routine will use the last 4xx response string to determine what type of  bounce should be recorded. 

    Note:  These types of bounces (those for which the remote server continually  rejects the message with a 4xx error) are not usually classified as hard  bounces they are soft bounces.

    There is also another type of delay that we may see:

    "reason":"451 4.3.0 [internal] Sending IP temporarily suspended"

    These  delays are due to the Adaptive Email Delivery (AEN) doing its job. The  AEN is an integral part of email delivery that moderates traffic to  comply with ISP/server rules and feedback. When we get push back from  them, software detects these bounces and takes the appropriate action to  "back off" of the receiving endpoint. Listening to feedback from ISPs  allow us for a better reputation, resulting in higher deliverability for  everyone on the platform.

    ISPs  delay messages for multiple reasons such as mail server busy or over  loaded at the time of send, etc. Like other Delays, they are retried  until delivered or timing out after 72 hours.

    The  AEN is only acting on the behavior of the ISP and is meant to hold onto  your message until the ISP is able to accept it rather than receiving a  block bounce and not delivering at all.  It works on the concept of  better late than never.


    It  is generally not a good idea to send huge amounts of emails if one go  if you have not sent a lot of emails previously as a ISP delivering your  emails may view these as spamming. You would effectively need to "warm  up" the ISP (hotmail, gmail, talktlak etc) to you sending emails to them  as sending a whole load all of a sudden with no previous sends could  lead to lots of your emails being classed as spam or being delayed.

  • This can occur due to there being a time  lag between the API reporting orders and our conversion/visit tracking,  which is real time.

    In most cases we can identify products bought  via the java script, but in some cases this is not possible and we have  to wait for the API to report them. So the orders report will be  accurate, but there may be some discrepancy in the real time view.

  • The conversion rate is calculated based on valid tracked orders over visits.

    A  tracked order is an order where we know the visit came from. If we look  at the KPIs selected and check valid tracked orders you’ll see that the  numbers add up.

  • We do support custom fonts/web fonts, however, web fonts aren't supported by all the email clients.

    See this link for further information:

    Litmus guide to web fonts.

  • Product ID is used.

    If you change the SKUs could you inadvertently lose any information?

    No, as we use product ID as long as these remain the same the SKU can be changed.

  • This is determined by an "Explicit" record coming from the integration method with your contacts such as Magento or Shopify or via an "Implicit" method when we collect the record via a form.

    Explict: e.g. from magento customer records or shopify customer records
    Implicit: From the 'name-title' with the following logic: Mr = male, Mrs, Miss, Ms = female

  • For Magento integrations Ometria uses the currency conversion that has been set up in the Magento instance.

    For all other integrations Ometria uses rates from:


    • CSV and XLSX exports are limited to 1 million, so you can only export 1 million rows of (contact) data at a time.

    • There is a notification set on the export button which will remind you of this.

    • If you do attempt to download a file with more than 1 million rows then it will simply limit at 1 million.

    • If you do need to download a CSV or XLSX file with more than 1 million rows please attempt to use a workaround (i.e. creating a series of smaller lists, downloading and combining.)  

    • However, if this is essential we are able to export it for you via a support ticket.  It will take a day of engineering time to do this, however, delivery timing depends on support capacity; when the ticket comes in we will provide an estimate.

    Note - if you attempt to split a segment with 1 million or more contacts this will also cause issues and crash your usage of Ometria.