What is an email bounce?

Posted on January 20, 2017 at 11:52 am Written by

What is a bounce?

An email bounce indicates that your email has not been delivered. When a email cannot be delivered NewZapp will receive an automatic notification of the delivery failure. The failure comes from the recipient’s mail server which can be for a number of reasons. There are two different classifications, a hard and a soft bounce.


Hard Bounce

This is produced when the email couldn’t be delivered for permanent reasons. These include

  • The domain name may not exist
  • Subscribers email address does not exist
  • Subscribers email server has blocked delivery


Soft Bounce

This is produced when the email couldn’t be delivered for temporary reasons. These include

  • Mailbox is full (over quota)
  • Recipient email server is down or offline
  • Email message is too large
  • Spammy or suspicious content has been detected


Managing your bounces

High bounce rates give an indication about the type of subscriber lists you are using, it shows that the list is not clean and includes out of date information. It is essential that you manage your bounces effectively and keep on top of them, a high bounce rate has a negative effect on your sending reputation and email deliverability.

Hard bounces should be removed from your subscriber list immediately. Keep sending emails to subscribers that have hard bounced and it will have a negative effect on your sending reputation and email deliverability. NewZapp will automatically remove hard bounces and place them into your unsubscribers so they do not receive emails from you again.

Soft bounces are only temporary and you can continue to email them, unless you feel it is necessary to remove subscribers that are constantly bouncing. In the settings tab of your NewZapp account you can change the amount of times an email can soft bounce before they are unsubscribed. The default is 3 continuous bounces.


Reducing your bounces

Here are a few tips to help keep your bounces to a minimum.

List cleaning

The best way to keep your bounce rate low is to keep your subscriber list as clean as possible. Regularly get rid of invalid email addresses and unengaged subscribers. Keeping your email list clean will guarantee a low bounce rate and ensure you have the best sending reputation.

Monitor your email delivery

Keep an eye on both your response rates and bounce rates. Monitoring these you will be able to catch potential problems before they happen. Declining engagement and increasing bounces will be a initial indicator that the data needs to cleaned.

Opt in lists

Make sure you are sending to people who want to receive emails from you and are expecting them. When potential subscribers want to hear from you, it is more likely they will enter an address that will work. If you are buying purchased email lists, you have no idea if the email is still valid and how it was obtained. example@domain.com may look like an active address but it could be inactive or a SPAM trap, if you do not know where the data is coming from you run the risk of damaging your sending reputation.


Final thoughts

It is important to monitor your bounce rates and manage them effectively. If you want to keep your email deliverability high and want all your emails are being delivered into your subscribers inbox, make sure that your bounce rates is low. The lower the better. Bounces are also a good indicator of how clean and up to date your email list is. Consistently high bounce rate? Time to do a little cleaning.

Josh from NewZapp   @JoshNewZapp Josh Pinto. Support legend – All round nice guy.

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