A Bounce is an email address that cannot receive emails due to an error, whether permanent or temporary. It indicates the recipient's status and means that your email was rejected by that lead.
In addition to being a quality metric for your campaign, Bounce is also a quality metric for your lead base, since high email rejection rates indicate a need to review and clean your list and to reconsider the way these leads are captured. Check out the two bounce types:
1. Soft Bounce
A lead can obtain Soft Bounce status when the server, for some temporary reason, rejects the email sent by RD Station Marketing with your domain as the sender. Some of the reasons may include:
- The lead's inbox is full;
- The lead's email server is not responding;
- The sent email is too large and the server takes a long time to receive it;
- The server's antispam protection analyzed the email content and rejected the campaign;
- The maximum number of emails sent to the same server over a given period of time has been exceeded.
If the lead's server immediately returns Soft Bounce status after sending the email, the campaign is not re-sent. However, it is still possible to send other campaigns to this lead, since this status is temporary.
In a few rare cases, the email is not delivered to the recipient and the lead's server does not return Soft Bounce status. When this happens, RD Station Marketing makes some attempts to send the email to that lead for 72 hours. After this period, the sending attempts cease.
In RD Station Marketing, the data showing that a lead was classified as Soft Bounce in an email campaign is available in your timeline.
There is no clear reason for a lead to be classified as Soft Bounce, so we recommend that you always try to keep your Soft Bounce rate below 6% by adopting best practices, such as constantly keeping your base up to date, not buying contact lists, monitoring campaign delivery statistics, etc.
2. Hard Bounce
A lead may be classified as Hard Bounce for two possible reasons:
- The lead's email address does not exist or was typed incorrectly;
- The lead's email server has blocked receipt of your emails.
Hard Bounce is a permanent status that invalidates a lead in RD Station Marketing. Because of this, even if the same lead converts via material from one of your campaigns, they will not be reactivated.
However, if the lead email server has blocked the receipt of your emails, you can reactivate the lead in hard bounce, just follow the step by step of the article Automatic reactivation of leads.
Deactivating a Hard Bounce is a preventive measure taken by RD Station Marketing to protect the integrity of your domain and of our email sending IPs. This is because email servers—such as Gmail, Yahoo or Locaweb, for example—tend to classify the sender domain of campaigns with high Hard Bounce rates as a spammer.
After attaining this classification, there is a much higher probability that your emails will end up in your lead's spam folder. Therefore, it is very important that the Hard Bounce rates of your campaigns do not exceed 3%.
To ensure the integrity of your domain, if that rate does reach 3%, your campaign and the sending of its emails will be suspended. In other words, valid leads that would have otherwise received your email will not receive them due to the high volume of Hard Bounces in your base.
Therefore, we recommend that you only interact with valid leads who are engaged with your content. To assist you with this task, RD Station Marketing has a tool that measures the engagement of your leads. To learn more about it, please click here.