We have already overdrawn the subject of hard bounces and soft bounces in a previous article. We propose here to address the subject of the bounces in emailing, namely a message that could not happen to the recipient’s inbox. The bounces: what is it? What are the causes ? How to avoid them? We explain everything.

Hard bounce

The hard bounce is characterized by an email address that does not work. It is a permanent problem that can be explained by different reasons:

  • A deleted address therefore no longer exists, hence the importance of cleaning and regularly updating your lists.
  • An email address badly seized (typing fault or false email), hence the importance of setting up the opt-in or the double opt-in.

Apart from these main reasons for Hard Bounce, it may also be due to the fact that the recipient has blocked the sender’s email address, or a bad configuration of the recipient’s inbox.

Know that the hard bounces are not recoverable. No need to lose time on it, delete the address concerned from your list.

Soft bounce

As the name suggests, the soft bounce is more flexible than the hard rebound and offers more options. Indeed, it is a problem preventing temporarily the recipient’s address to receive your email:

  • Its inbox is full and it can no longer receive new messages. Attention, a full inbox often reflects a little or not active account, and if the person never goes on to empty it, in this case leave this side address.
  • Its messaging server is down. In this case, the email may be sent once the problem is solved by the ISP.
  • Your email is sent in a too large format. Remember to check the waist for sending depending on the mail server of your recipient, and remember that photos and videos take a lot more space.

The soft bounce is much less serious than the hard rebound, in the sense that the problem is temporary, and the recipient can be recovered. However, if the rebound persists, it will be better in this case to delete the address before it is not transformed into hard bonce.

Other causes of bounce

From one email server to another, the bounce can sometimes be judged differently, soft for some, hard for others, thus making the work of web marketing experts even more delicate. Other factors can also influence the rebound:

1) The content

Given the spam scourge that falls daily on the web, ISPs redouble with vigilance and block many emails to reduce the risk of phishing as much as possible. It can happen that your email, so innocent be it, finds itself blocked before even arriving, because of a very small mistake on the content.

To avoid this, treat yourself to your message by finding the correct text / images balance, placing non-shortening links to serious and quality sites, pay attention to words and phrases not to use in emails (free, money, Urgent, help me, etc.). Take all care of the Object of email by making it clear, precise, concise and authentic (no false announcement in object). Finally, go slowly about the use of capital letters, exclamation and interrogation points.

2) The reputation

The delivery of your e-mails also depends on your reputation as sender, built over the previous shipments made. To maintain this reputation and increase your chances of dealing with hard bounces, avoid spamtraps at all costs by regularly cleaning your lists and always apply good practices.

3) The case of purchased lists

We will never say enough: do not buy any dissemination lists. Fucked with spam traps, they will make you lose more than they will bring you back, and will certainly lead you to a high rebound rate, with big risks of bounces.

In order to avoid the rebounds as much as possible in this kind of situations, it may be wise to check the reputation of your email provider, because if it is bad, you will also suffer. You can also obtain a Sender Score certification. Finally, find the right frequency of sending so that your recipients know how to recognize your shipments without to feel harassed.