A bounce is a bit like a package returned to the sender: the message did not reach its recipient for some reason. However, where a simple address error can be easily resolved in the physical world, in email marketing, it requires much closer attention. Managing bounces effectively means understanding their nature, knowing how to handle them, and most importantly, how to avoid them in the future. Let us explain.
Understanding the Different Types of Bounces
Bounces are divided into two main categories: hard bounces and soft bounces. Each has specific causes and requires a different approach.
Why Are Bounces a Serious Problem?
Bounces are not just indicators of undelivered messages; they can seriously affect your sender’s reputation.
Email Service Providers (ESPs) closely monitor bounce rates and the consequences can vary from one to another, or depending on the client. In case of a bounce, the sender’s messages can be filtered and placed in spam or junk folders without the sender being notified, or even automatically rejected. In another scenario, if hard bounces occur too frequently, the sender may be placed on a blacklist. Moreover, untreated bounces can skew marketing experts’ analyses, making it difficult to evaluate the real performance of their campaigns.
6 Best Practices for Managing Bounces Effectively
Managing bounces is not just about ignoring them or removing them from your mailing list. A proactive approach is needed to identify the underlying causes and prevent future bounces.
1) Monitor Bounce Rates Regularly
It is essential to regularly track bounce rates. A normal rate is generally between 1% and 2%. Beyond that, you need to take corrective measures.
2) Segment and Clean Your Lists
Classify your mailing lists based on user engagement. Addresses that haven’t interacted with your emails for a long time are more likely to bounce. Regularly clean your lists to remove inactive or invalid addresses.
3) Use an Email Verification Service
Before each campaign send, make sure to verify the validity of the email addresses on your list. Services like Captain Verify help detect and remove risky addresses, thus reducing the chances of hard bounces.
4) Proactive Management of Soft Bounces
Instead of letting soft bounces linger, implement a system that tracks their number for each address. For example, if an email address bounces three times in a row, consider temporarily removing it from your list, then send a re-engagement email to verify the availability of the inbox in question.
5) Optimizing the Weight of Emails
Sometimes, bounces can be related to the very nature of the email sent. Large messages or those containing heavy attachments are more likely to bounce. Ensure that your messages are light and optimized for smooth delivery.
6) Email Authentication
Email authentication through protocols such as SPF, DKIM, and DMARC is essential for ensuring good deliverability. These measures help prove that your emails indeed come from you, thus avoiding them being blocked by receiving servers.
Preventing Bounces: A Task That Also Starts Upfront
Preventing bounces begins well before sending your campaign. Here are some tips to minimize bounces from the start:
- Use double opt-in to ask subscribers to confirm their address after registration. This ensures that the provided email is valid and active.
- Ensure that your registration forms are well-designed to avoid input errors. Use real-time validation scripts to check the email address syntax.
- Regularly monitor the quality indicators of your list, such as the open rate, click rate, and of course, the bounce rate.
Effectively managing bounces requires a combination of vigilance, anticipation, and the right tools. Overall, the most important thing is to create a quality list (and maintain it), follow best practices before, during, and after each campaign.
