Case Study: Netflix achieves 99%+ inbox placement and migrates 100% of email delivery with Amazon SES

Netflix - Customer Case Study

Netflix, the online content provider serving over 100 million customers in 190 countries, faced operational and scaling challenges with an in‑house email solution—running dedicated servers, tuning delivery for each ISP, and managing diverse transactional, product and marketing messages that risked its sender reputation. To gain elasticity, pay‑as‑you‑go pricing, global reach and improved deliverability, Netflix evaluated and adopted Amazon Simple Email Service (Amazon SES).

Using Amazon SES, Netflix built dedicated IP pools for different message types, ramped traffic gradually while monitoring bounces, complaints, sender reputation and inbox placement, and integrated SES feedback via Amazon SNS for real‑time visibility. The move to Amazon SES delivered inbox placement rates exceeding 99%, a sender reputation score of 97/100, and allowed Netflix to retire its in‑house system and migrate 100% of its email sending to Amazon SES.

Netflix

Devika Chowla

Director of Messaging & Contact Engineering