diff --git a/bridge/svix-bridge/src/webhook_receiver/mod.rs b/bridge/svix-bridge/src/webhook_receiver/mod.rs
index 2b976c3de..afa69ce1f 100644
--- a/bridge/svix-bridge/src/webhook_receiver/mod.rs
+++ b/bridge/svix-bridge/src/webhook_receiver/mod.rs
@@ -287,8 +287,9 @@ async fn run_inner(poller: &SvixEventsPoller) -> ! {
             .await
         {
             Ok(resp) => {
+                let mut has_failure = false;
                 tracing::trace!(count = resp.data.len(), "got messages");
-                for msg in resp.data.into_iter() {
+                'inner: for msg in resp.data.into_iter() {
                     let payload = match parse_payload(
                         &SerializablePayload::Standard(
                             // FIXME: for svix-event pollers we already know the payload is json so
@@ -309,10 +310,8 @@ async fn run_inner(poller: &SvixEventsPoller) -> ! {
                                 status = status.as_u16(),
                                 "error while parsing polled message"
                             );
-                            // BACKOFF
-                            sleep_time = (sleep_time * 2).clamp(MIN_SLEEP, MAX_SLEEP);
-                            // Retry the current iterator.
-                            continue;
+                            has_failure = true;
+                            break 'inner;
                         }
                         Ok(p) => p,
                     };
@@ -322,24 +321,32 @@ async fn run_inner(poller: &SvixEventsPoller) -> ! {
                             status = status.as_u16(),
                             "error while handling polled message"
                         );
-                        // BACKOFF
-                        sleep_time = (sleep_time * 2).clamp(MIN_SLEEP, MAX_SLEEP);
+                        has_failure = true;
+                        break 'inner;
                     }
                 }
-                tracing::trace!(
-                    ?iterator,
-                    next_iterator = ?resp.iterator,
-                    "batch handled, updating local iterator"
-                );
-                // Update the iterator _after we've handled all the messages in the batch_.
-                iterator = Some(resp.iterator.clone());
-                // If the iterator is "done" we can backoff to wait for new messages to arrive.
-                sleep_time = if resp.done {
+
+                // Retry the current iterator if we see failures while handling any of the messages
+                // in the batch.
+                if has_failure {
                     // BACKOFF
-                    (sleep_time * 2).clamp(MIN_SLEEP, MAX_SLEEP)
+                    sleep_time = (sleep_time * 2).clamp(MIN_SLEEP, MAX_SLEEP);
                 } else {
-                    NO_SLEEP
-                };
+                    tracing::trace!(
+                        ?iterator,
+                        next_iterator = ?resp.iterator,
+                        "batch handled, updating local iterator"
+                    );
+                    // Update the iterator _after we've handled all the messages in the batch_.
+                    iterator = Some(resp.iterator.clone());
+                    // If the iterator is "done" we can backoff to wait for new messages to arrive.
+                    sleep_time = if resp.done {
+                        // BACKOFF
+                        (sleep_time * 2).clamp(MIN_SLEEP, MAX_SLEEP)
+                    } else {
+                        NO_SLEEP
+                    };
+                }
             }
 
             Err(err) => {