Bounce

What is it?

What is it?

A "Bounce" in email marketing refers to an email returned to the sender because it could not be delivered to the recipient's address. Bounces are classified as either "hard" or "soft." A hard bounce indicates a permanent delivery issue, such as a non-existent email address. In contrast, a soft bounce is temporary, possibly due to a full inbox or a server issue.

Key points to remember

Key points to remember

  • Indicates Deliverability Issues: Bounces are a key indicator of problems with email lists or delivery practices.

  • Manage Your Email List: Regularly cleaning your email list of hard bounces can improve deliverability and sender reputation.


  • Differentiate Between Types: Understanding the difference between hard and soft bounces is crucial for effective email list management.


  • Monitor Bounce Rates: High bounce rates can affect your sender's reputation and email deliverability.


  • Automated Handling: Many email marketing platforms automatically manage bounces, removing or flagging problematic addresses.

Example of Use

Example of Use

  1. Email Campaign Analysis: After an email campaign, a marketer reviews the bounce report to identify and remove hard bounces from their email list.


  2. Server Configuration: An IT department adjusts its mail server settings to retry sending emails that have soft bounced due to temporary issues.

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