E-mail bounce

Are you tired of receiving e-mail bounce notifications in your inbox when you send a newsletter? Do you wonder what they mean and how to fix them?

What are e-mail bounces?

First things first, let’s define what e-mail bounces are.

Simply put, e-mail bounces occur when an e-mail is undeliverable and returned to the sender. Now, there are different types of e-mail bounces, and they can be classified as “good,” “bad,” or “fixable.”

Soft Bounces

Let’s start with the “good” bounces, also known as soft bounces. These occur when an e-mail newsletter is temporarily undeliverable to the recipient’s inbox.

Here are some examples of soft bounce scenarios:

  • The recipient’s inbox is full
  • The recipient’s e-mail server is down or experiencing issues
  • The e-mail message is too large for the recipient’s inbox
  • The recipient’s e-mail address is temporarily unavailable

Soft bounces are considered a sort of “good” bounces because they are temporary and can be fixed. They are a sign that your e-mail message is making it to the recipient’s server, just not their inbox. Soft bounces do not negatively affect your e-mail deliverability or sender reputation.

To fix and prevent soft bounces, there are a few steps you can take:

First, check the recipient’s e-mail address for any typos or errors. In case you’re confident regarding the accuracy of the e-mail address, may we suggest making another attempt to send your e-mail newsletter again.

If the soft bounce persists, contact the recipient and ask them to check their inbox and e-mail server.

To prevent soft bounces from occurring in the first place, maintain a clean e-mail list by regularly removing inactive subscribers and verifying e-mail addresses. You can also use a double opt-in process, ensuring subscribers have provided a valid e-mail address.

For instance, if the bounce notification message indicates that the recipient’s e-mail server is down, try resending the e-mail later. If the e-mail contains words or phrases that trigger spam filters, revise the e-mail content and try sending it again.

Soft bounce

Hard Bounces

On the other hand, we have the “bad” bounces, also known as hard bounces.

Unlike soft bounces, hard bounces are permanent e-mail delivery failures, which occur when an e-mail message is undeliverable to the recipient’s inbox.

Here are some examples of hard bounce scenarios:

  • The e-mail address does not exist, or it is invalid
  • The recipient’s e-mail server has blocked incoming messages from your domain
  • The recipient’s e-mail address has been deactivated or deleted

Hard bounces are considered “bad” bounces because they negatively affect your e-mail deliverability and the sender’s reputation. If you continue to send e-mails to invalid or non-existent e-mail addresses, your e-mail service provider may flag your account as a spammer, and your e-mails may end up in the spam folder or even be blocked entirely.

Hard Bounce

To fix and prevent hard bounces, you should remove these problematic e-mail addresses from your e-mail list and check e-mail addresses before adding them to your newsletter subscriber list. Additionally, you can use e-mail verification tools like Rocket Reach to check the validity of e-mail addresses in your list.

It’s also essential to monitor your e-mail performance and bounce rates regularly. If you notice a high bounce rate, it’s time to take action and investigate the root cause.

E-mail Spam and Bounce Rates

When it comes to e-mail marketing, there’s an undeniable link between unsolicited messages and high bounce rates. Should your e-mail recipients label your e-mails as spam, it could affect your reputation.

Spam filters actively keep out flagged senders’ e-mails. This definitely prevents the e-mails from ever reaching their audience’s inbox & hampering legitimate business communications altogether.

It gets worse when the e-mails end up triggering those spam filters, thereby not even landing in the anticipated recipient’s spam folder- resulting in an increased number of bounces!

The key here is relevance. Ensure personalised messaging. Make it uniquely tailored. Your e-mail content should be engaging, and you’re sending e-mails to subscribers who have opted-in to receive them.

Doing so can reduce the risk of your e-mails being marked as spam and improve your e-mail deliverability and bounce rates.


E-mail Marketing

E-mail bounces can be classified as “good,” “bad,” or “fixable.” Soft bounces are temporary and can be fixed, while hard bounces are permanent and negatively affect your e-mail deliverability.

By maintaining a clean e-mail list and using a double opt-in process, you can prevent bounces from occurring in the first place.

So, there you have it – a breakdown of e-mail bounce types and how to address them.

Take action and keep your e-mail campaigns on track.