SOFT AND HARD EMAIL BOUNCES
When All Else Fails, Suppress or Delete Recurring Bouncers: Determine an appropriate bounce suppression/deletion strategy for your email program. For example, if you distribute a monthly email or newsletter, you may want to suppress/delete accounts after three consecutive bounces.
A soft bounce is an email message that gets as far as the recipient's mail server (it recognizes the address) but is bounced back undelivered before it gets to the intended recipient. A soft bounce might occur because the recipient's mailbox is full, the server is down or swamped with messages, the message is too large or the user has abandoned the mailbox. Most email service providers will attempt to deliver the email regularly for a few days. If it is still undelivered, it becomes a hard bounce.
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A hard bounce is an email message that has been returned to the sender and is permanently undeliverable. Causes include invalid addresses (domain name doesn't exist, typos, changed address, etc.) or the email recipient's mail server has blocked your server. Servers will also interpret bounces differently, meaning a soft bounce on one server may be classified as a hard bounce on another.
Whether your email list is comprised of consumer or business-oriented addresses, understanding how email domains (and email clients) may treat your emails differently is an important element of your email marketing program. The following are a few quick tips to consider when sending your next newsletter or email campaign:
Your first step is to understand which email domains comprise the majority of your list. For a consumer list, the top domains are usually AOL, Yahoo, Hotmail and MSN. For a business list, you may find that a large number of subscribers are employed by specific Fortune 500 companies. Next, run reports from previous campaigns and newsletters by these top domains and compare key metrics - open rates and click-through rates, for example - across these lists and against the overall averages. Are certain domains underperforming others? Do you know why? Some of the following issues may be contributing to the variances in performance.
Test your creative across the major ISP email clients - AOL, Yahoo, Hotmail and MSN - to ensure that your HTML (if sending HTML) is rendered correctly. While all current versions of these email clients can render HTML, they may, for example, treat forms, navigation or certain other aspects differently. With time these subtle issues may negatively affect open and click-though rates.
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