We’re going back to basics for this piece to define some terms that are key to understanding deliverability.
What is the difference between a hard and soft bounce?
We like to think about the bounces in terms of time; with a soft bounce likely to be a short term block or short term issue and hard bounces (invalid email addresses and nondeliverables) are permanent issues and should be added to our suppression list.
An email bounce signifies the non- delivery of your message. When this happens the mailer receives an automatic notification of the delivery failure. Usually the bounce message will help you identify the reason for the delivery failure.
Soft bounce vs hard bounce
A soft bounce means that the email address was valid and the email message reached the recipient’s mail server. However, it bounced back because:
A hard bounce occurs when the message has been permanently rejected either because:
When this happens, we at e-shot™ add the hard bounced addresses to a global suppression list. What this means is that even if you try to send a message to that contact again we will not try and deliver to that address as we know it is no good – so it is filtered out of your send. Continuing to try to send to a known bad address will harm your reputation with the receiver, so we prevent that.
What is the difference between a soft bounce and a hard bounce? (Plus 3 ways to reduce them)
Reducing your bounces
The best way to reduce the number of bounces is to follow some key email deliverability best practices such as
Achieving high delivery rates can be a challenge but with the help of e-shot™account managers and our forensics tool, powered by send forensics, the first class intelligence could be the difference between a successful campaign and an outstanding campaign
We can also help you clean your lists with our email validation process. Validating an email list is a process to check out whether the list of email addresses is valid and deliverable without actually sending an email, so speak to your account manager today, drop us an email at firstname.lastname@example.org or call us on +44(0)20 3320 8777 and speak to us about adding Forensics to your email optimisation armoury.
There are many technical elements to making sure your email marketing gets delivered, but the most important aspects of good deliverability relate to your data and your content. Learn about the five things you should be doing to keep your emails out of junk in our dedicated webinar.
We are confident that we can help you, which is why we offer a free healthcheck to identify potential issues with your current programme and free advice on things that could be done to improve it.