You think you have done everything right: your message is relevant, the formatting is clean, your recipients have all opted-in. And yet, your email comes bouncing back to you. Bounced emails are marketers’ nightmare, crushing all their efforts away.
What to do?
The first step towards reducing your bounce rate is understanding why some emails don’t make it to the inbox. There are two different types of email bounces, depending on the reason: hard bounces and soft bounces.
A hard bounce is when a message fails to deliver due to being permanently rejected, as a result, it bounces back to the sender because the address is either invalid or non-existent, and should be immediately removed. Common reasons for this include:
- Recipient’s email address doesn’t exist
- The domain name is not valid
- Recipient’s email server has completely blocked the delivery
The soft bounce email is recognized by recipient’s mail server, but is returned to the sender for some of these reasons:
- Recipient’s mailbox is full
- The mail server is temporarily unavailable
- The recipient no longer has an email account on that address
- The message is too large for recipient’s inbox to hold
Unless it is otherwise arranged, bounced emails appear as a return message in your inbox. This message can give you important information to help you identify the reason for the email delivery failure.
- time and date the message bounced,
- the mail server that bounced it, and
- the RFC (Request for Comments)
According to the RFC, hard bounces are represented by a 5XX code and soft bounces by a 4XX code.
Keep in mind that bounce rates are directly related to the quality of your subscriber list. Low bounce rates are a sign of a healthy, address-verified list, with active and engaged subscribers. High bounce rates indicate that there may be problems with the way your list was created, or how data enhancement was being managed.
A healthy opt-in list should have a bounce rate between 2–3%. If your campaigns are generating higher bounce rates, it is important to immediately take action, and reduce the number of bounces before reaching to professional email addresses.
How Sales.Rocks can help you prevent decrease bounce rates
It is essential for any email campaign, even your daily email flow, to keep track of all the bounces, both soft and hard. The best way to reduce the number of bounces is by maintaining a good list hygiene. High bounce rates can ruin your sender reputation, and keeping your lists clean will definitely improve your email delivery rates.
This is why Sales.Rocks developed tools that can regularly purge your list of invalid emails and non-respondents. Our platform keeps bounces as low as possible by cleaning clients’ list of all non-existing, invalid addresses, finding and verifying professional email addresses, nullifying hard bounces and improving deliverability.
Email Finder is a tool that can be useful if you don’t have prospect contacts. It gathers information from our database — email formats, email addresses found on the web, email patterns, verification and other signals in order to find the right contact info. We are always collecting emails that are available on the company’s website. Then, every email is ran on our verification system so we can be sure we provide you the most accurate, up-to-date email.
In case the email address is not available on the website, our filters will detect the email pattern, and we will provide you with a verified email address by using the Email Generator tool. Using the most common patterns for emails, based on first name, last name, and domain as input, we will be able to generate up to ten possible combinations of that email. Next is the address verification process, which will confirm what email is the most accurate for that person.
Achieving high email delivery rates is a top challenge for every marketer, but not if you know your ropes. If your bounce rates are regularly exceeding the industry standard of 2%, your account may be suspended.
To prevent this from happening, it is always a good practice to keep a close eye on your bounce numbers, just to make sure that your campaigns are reaching your subscribed contacts, and that you are respecting all spam laws.
Originally published at blog.sales.rocks on April 9, 2019.