“Sent doesn’t mean seen” Is your email really getting through?

At Cumulo9, we regularly speak with organisations that assume that “sent” means “seen.” Our General Manager, David Allen, recently shared his perspective on LinkedIn, highlighting why that assumption is a dangerous one in today’s digital communication landscape.

The scenario

Imagine this: an insurance renewal goes out to a client, but they never receive it. A slip-up in the follow-up process means the policy lapses. Later, when the client lodges a claim after a flood, there is no cover. In court, the insurer is asked to provide proof that the renewal email was not only sent but also delivered to the policyholder’s inbox. Could they do that? 

Evolving expectations

In Australia, the FCA has already introduced industry-level guidance around email sender obligations. It is more than just “proof of dispatch.” The AFCA expects firms to provide detailed records such as metadata, mail logs, and delivery receipts. Organisations that cannot may be found in breach. New Zealand is heading in the same direction.

Choosing the right email service provider

With global providers sending billions of emails annually, it is easy to get lost in their enormous email pipelines. If there is an issue, who can you actually talk to? Large senders often consider their responsibility fulfilled once they have handed an email over to the recipient’s mailbox provider (e.g., Google, Microsoft, Yahoo, Xtra). Yet many of these systems report “success” as soon as they see a 250 OK SMTP code, without guaranteeing true inbox placement.

What if your provider could not only promise deliverability but also provide detailed SMTP logs, including message IDs from mailbox providers, to prove it?

Campaign vs essential communications

Modern campaign platforms are excellent for marketing, but they are not designed for essential communications. For critical messages such as bills, statements, or insurance notifications, reliability and deliverability are non-negotiable.

A call to action

It might be time to review your own essential email arrangements:

• Do you know your actual deliverability rate?
• Do you have access to the deep SMTP logs that regulators and courts now require?
• What happens if you are grey- or blacklisted?
• How quickly can your provider remediate?

If you are not confident in these answers, Cumulo9 can help. Our team partners with organisations across New Zealand and Australia to ensure essential emails are delivered, seen, and trusted.

Reach out to us today at support@cumulo9.comto test our deliverability promise.

David Allen
General Manager, Cumulo9
 📧 david.allen@cumulo9.com
 📞 +64 21 484 167