What is a Hard Bounce?
Definition
A hard bounce is what happens when an email fails to reach its recipient for a permanent reason. Unlike a soft bounce, hard bounces are unfixable. Retaining email addresses that hard bounce will hurt your deliverability over time. Email service providers (ESPs) see them as a sign that your list needs cleaning.
Example
Here is an example: you send a promotional email to sample@bouncingemail.com. You get a hard bounce. The reason for this? The domain of the recipient is invalid. Even if you resend it, you will only get another bounce. It will not resolve with time. It is best to just remove sample@bouncingemail.com from your list to keep future campaigns accurate and effective.
Common Causes of Hard Bounces
Hard bounces usually stem from a few core issues:
- Invalid Email Address. Typos are common, like a misspelled domain such as “gamil.com” instead of “gmail.com.” These addresses will not work at all.
- Nonexistent Domain. If the domain itself doesn’t exist (like “@nonexistentdomain.com”), the email has nowhere to go.
- Deactivated Account. Sometimes email accounts are closed or deleted. Any emails sent to these accounts will hard bounce since there is no recipient.
- Blocked Email. Some servers block emails from certain domains or IP addresses, especially if they suspect spam. Emails from these sources often result in hard bounces.
How to Handle Hard Bounces
Managing hard bounces is key to maintaining a high-quality email list. Here are some steps to handle them effectively:
- Identify and Remove Bounced Addresses. Review bounce reports regularly and remove addresses that repeatedly hard bounce. This keeps your list accurate and cuts down on future issues.
- Validate New Subscribers. Do not let invalid addresses enter your list. Use email validation tools to verify addresses at sign-up, helping you catch typos and non-existent domains early on.
- Monitor Bounce Rates Consistently. Keep an eye on bounce rates after each campaign. High bounce rates signal a need to clean up your list and verify your data sources.
- Avoid Resending to Bounced Addresses. Repeatedly sending emails to addresses that hard bounce can harm your sender reputation. Instead, focus on maintaining an active, engaged list.
Each hard bounce is a small roadblock to effective email marketing. Removing them is straightforward and helps improve deliverability. Over time, focusing on a cleaner list will increase engagement and strengthen your sender reputation. This approach reduces bounces, boosts campaign success, and keeps your marketing on track.
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