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Email hard bounces are a threat to your email marketing campaigns. They hurt your email deliverability, wreck your sender reputation, cause you to be blacklisted -- and they keep you from reaching your customers.
It’s a plague you absolutely must avoid.
Industry standards dictate that a 2% hard email bounce rate is acceptable. I don’t know what your bounce rates are or if you’re even tracking them, but if you get anything over 2%, you need to look closely at your email campaigns and come up with a fix to decrease that number.
There are two types of email bounces: hard bounces and soft bounces.
Hard bounces are emails that are returned or can’t be delivered to the recipient because of permanent errors. This happens when you send messages to invalid and nonexistent email addresses. Spam filters and email service providers could block you if you have too many hard bounce emails, impacting your email deliverability and sender reputation.
Soft bounce emails are messages that reach your recipients’ email server but bounce back as undelivered. A few issues that can cause email soft bounces are a full recipient inbox, an offline server, or your email file sizes are too large.
Knowing the difference between a hard bounce and a soft bounce is crucial to help you manage email bounce issues.
We’ll go over three common reasons emails hard bounce, to help you prevent them. Examine your email marketing workflow to make sure you have systems in place that prevent your emails from bouncing.
Typos in your subscribers’ email addresses can cause hard bounces. If you have no way of checking or verifying the correct email addresses, you’re better off removing the contact to reduce your hard bounce rates.
Some domains, including some institutions and government agencies, have strict spam filter settings that can lead to your marketing emails getting blocked, causing hard bounces.
Sending emails to contacts with invalid or fake email addresses can cause your messages to bounce back.
While you might not be able to fix all these issues, reviewing your email list and removing hard bounced email addresses will lower hard bounce rates and improve email deliverability.
Spam filters and email servers flag high volume hard bounce rates as potential spamming. This leads to your messages getting blocked and your IP address added to a blacklist, harming your email deliverability.
Poor deliverability means your email marketing campaigns won’t reach your recipients’ inboxes, which can impact your sender reputation and prevent you from achieving your email campaign goals and ultimately, your sales and revenue goals.
Manage your email list by practicing good list hygiene. Remove inactive subscribers when necessary to help keep your list healthy and get more accurate email marketing metrics and data insights to refine your campaigns.
Consider these useful email marketing best practices to handle your hard bounce emails.
Set up a double opt-in sign-up process that requires your prospects to confirm their subscription twice. This prevents adding invalid or non-existent emails to your list since subscribers need to verify the subscription by clicking on a link within your confirmation email.
SendPulse, an email software program, lets you create a subscription form to enable the double opt-in option and edit the confirmation email text.
Turning on the double opt-in feature sends a confirmation email to your contacts automatically after they subscribe to your email list or newsletter. A double opt-in process can ensure your subscribers’ email addresses are active and valid, helping you avoid sending undeliverable emails.
Not every address in your email list will remain active or engaged forever. Your subscribers might change their email addresses or delete the email they used to receive your messages, among other reasons.
Clean your email list at least every six months to ensure you’re sending your emails to valid and active addresses, reducing potential hard bounces.
Scrub your mailing list to identify contacts who are no longer interested in receiving your messages. This lowers potential spam complaints because of messages you send to contacts who are not interested in engaging with your emails.
The fewer spam complaints and hard email bounces you have, the better your sender reputation will be.
Tips to remember before cleaning your email list:
People who get value from your email marketing campaigns are less likely to report your messages as spam. This reduces your spam complaints, lowers the likelihood of your IP address getting added to an email blacklist, and cuts down your email hard bounces.
Segment your audiences based on demographics, interests, preferences, and others. Doing so allows you to personalize your content, making your email campaigns as relevant and engaging to your subscribers as possible.
For instance, you can run personalized drip campaigns to your segmented contacts using this sample email sequence.
Segmented and personalized emails make your campaigns relevant and engaging. This increases the likelihood your messages will reach your recipients’ inboxes, boosting your email deliverability rate.
Manage your hard bounce emails to prevent your marketing emails from bouncing back or ending up in spam folders.
By reducing your hard bouncing emails, you’ll improve your email deliverability, boost your email campaign’s effectiveness, and ultimately, achieve your email marketing campaign goals.
Our Small Business Expert
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