Bounces: Why Manage?

After sending out your last email blast you may have noticed soft and hard bounces within a prospect’s activities or the email’s report. You may be saying what exactly is a bounce and why do bounces need to be managed?

Let’s first start off with the definitions of bounces. In general, a bounce is an email that was returned to the sender because it cannot be delivered. A soft bounce is an email that is recognized by the recipient’s mail server but is returned to the sender because the recipient’s mailbox is full or the mail server is temporarily unavailable. A soft bounce message may be deliverable at another time. A hard bounce is an email that permanently bounced back to the sender because the address is invalid. A hard bounce might occur because the domain name doesn’t exist or because the recipient is unknown.

Secondly, it is very important to manage bounces to ensure future deliverability with your email initiatives. Removing email addresses that are bouncing from future email communication is vital to your email delivery health. If a sender continues to send emails to an email address that continues to bounce, ISPs can view this as a “spammy” action and will result in hurting your deliverability moving forward. Spammers are notorious for continuously emailing bounced email addresses repetitively.

As a Prospect Insight user, bounces are automatically managed for you. To error on the side of caution, once a user has 5 soft bounces they will turn into a hard bounce. All hard bounces are marked as “Removed from All Emails” under the prospect’s record and will result in immediately being globally unsubscribed from all communications sent from Prospect Insight. If using an integrated CRM (, NetSuite, or Sugar CRM), these unsubscribes will automatically be noted within the corresponding CRM. If sending an email using a third-party it is recommended to export and use the unsubscribe list as a suppression list for third party emails. In addition, you will want to import additional unsubscribe requests into Prospect Insight. Also see our previous post on practicing list hygiene to improve deliverability.