Benchmark Email – Email Marketing Tips: Your Email Got Bounced. Now What?
By: Benchmark Email
For something so simple, email marketing can get pretty deep. The typical business using this method is up to their necks in testing procedures, going over reports and plotting strategy for the next campaign. Surely there is enough to worry about to justify keeping those bounces on the back burner a little while longer, right? Wrong. Bounced email is a serious deal and one that needs to be addressed immediately.
Soft or Hard?
When discovering that you’ve got a bouncing problem on your hands, the first thing you should do is assess the damage. You need to determine if it falls in one of two groups: soft or hard. A soft bounce is the lesser of two evils, so to speak. It isn’t as severe. The email delivery system is not as simple as it seems. There are a lot of things working together and if that harmony is disrupted, your message may not be delivered, even if only temporarily. In most cases, a soft bounce is correctable.
Hard bounces are the real outlaws, the ones that can stir up big trouble and threaten your reputation. This kind is much more straightforward. If your email does not transmit successfully, then the process is considered a failure. There is no holdup or quarantine for further observation. The message failed. No ifs, ands or buts about it.
Meet the Culprits
An email marketer can better address soft and hard bounces by understanding what causes an email to bounce. The soft variety is often the result of a capacity issue. Your subscriber has been overwhelmed and their inbox is stuffed with unread messages and spam. If your message arrives when there is no room left, it will have no other choice but to bounce.
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