One of the benefits of using a dedicated email service provider (ESP) to send out your business email newsletter are the various statistics they will be able to provide to you. One of those you should pay particular attention to are
- bounces and
- bounce rate.
Your particular ESP may define these two slightly differently, but in essence, a bounce is an email address to which delivery of your email campaign was attempted but was unsuccessful.
Similarly the bounce rate is usually expressed as a percentage of undeliverable email addresses compared to the total number of emails in your list(s).
Types of email bounces
Hard Bounces: These are email addresses that are obsolete, expired, incorrect and will never be delivered to the intended recipient. Take a look at these as they may include obvious typos like firstname.lastname@example.org (instead of .com), which you can easily update and correct. Others are most likely expired and should be removed from your list, either manually, or, most likely, automatically by your ESP.
Soft Bounces: These are email accounts that bounce because of full mailboxes, their domain is temporarily down, or for some other technical reason they’re currently not able to receive email. Most ESPs will retry delivery to these accounts within 24-48 hours from the time of the original broadcast. Some ESPs will remove email accounts from your active list after 5 consecutive soft bounces.
General Bounces: The most common reason for this type of bounce is a firewall that prevents these accounts from receiving email from outside their network, such as in the case of corporations that block email from unknown sources. Again, most ESPs will retry delivery to these accounts.
What should I do about bounces?
As most ESPs will retry bounces (except for Hard Bounces) again within 24-48 hours, you don’t need to do much about them. Additionally, your ESP will suppress all hard bounces right away, and also those soft and general bounces which continue to fail.If the re-sending is successful, bounces will be cleared for future broadcasts
The only thing you need to do is to correct any typos in Hard Bounces, and make sure that the bounce rate is lower than 1%, as some ESPs may block your account if your email broadcasts continue to suffer from high bounce rates.
You may also be interested in reading these related articles:
Email List Maintenance – Keeping it Lean and Clean
Email Delivery: Resending an Email to Non-Openers