While managing bounces may not be the most entertaining part of your strategy, maintaining a clean list is essential for your campaigns to be successful and to optimize your open and response rates.
Here's everything you need to know to properly manage bounces and keep your contact list in top condition.
What is a bounce in email marketing?
A bounce means that your message was not delivered to someone on your contact list. However, not all bounces are the same, and each type can have a different cause. It is important that you distinguish between them and handle them properly to prevent them from affecting your results.
Types of bounces: Soft vs. hard bounces
It is essential to differentiate between soft and hard bounces, as each type requires a different treatment:
- Soft bouncesThese are temporary problems that generally resolve themselves. The most common examples are:
- Temporary server failure.
- Full mailboxes.
- Automatic responses (such as vacation or "out of office" messages).
- Hard reboundsThese are permanent problems and require immediate action. Some examples are:
- Nonexistent email addresses.
- Addresses out of date or with typographical errors.
While soft bounces need only be followed up to identify recurring problems, hard bounces indicate addresses that you should remove from your list to protect your mailing reputation and optimize deliverability.
How to manage bouncing addresses?
The first step is to identify the cause of the bounce. If the problem is permanent, such as when the address "does not exist," check for any typos in the address and correct them if necessary. Many times, addresses become obsolete because a contact changed providers or jobs. If you have another way to contact them, ask them for updated information.
To find out if the problem is temporary or permanent, look at the frequency of the bounce. An occasional bounce is usually temporary; however, if it occurs on a sustained basis, it is best to remove that address from your list. This will improve your open rate and reduce bounces on future mailings.
How to avoid future rebounds?
Occasional bounces are normal, but if your bounce rate is high, consider implementing these best practices:
- Submit a profile update form
If some contacts have been on your list for a long time, ask them to update their information through a form. This ensures you have the right data and also helps you know what kind of content they are interested in receiving, which increases loyalty and reduces bounces. - Clean your list regularly
Bounces tend to be higher on older lists. If you have not sent emails to a list for six months or more, it is likely that some addresses are obsolete or inactive. Also check for typos in addresses and eliminate generic emails such as "noreply@dominio.com" or "info@dominio.com", as they tend to generate bounces. - Review the content of your campaigns to avoid spam filters
If your message arrives in the spam folder, check its content. Avoid overusing punctuation marks and overly promotional words such as "free" or "buy now". A balanced tone will reduce the chances of your messages being considered spam. - Regularly monitor your bounces
To maintain a low bounce rate, monitor your bounces periodically. Don't let them accumulate; review them after each campaign. If some addresses generate constant bounces, make a decision: delete them or, if possible, include these addresses in a "do not send" list to prevent them from being added by mistake. - Schedule your shipments in a consistent manner
Consistency in sending can reduce bounce rates. It's not about sending emails every day, but establishing a frequency that your subscribers can anticipate and that maintains their interest and connection with your brand. This consistency can also improve deliverability, as email servers recognize regular sending as less suspicious.
Recommended tools for managing bounces in email marketing
Managing bounces efficiently is key to the success of your email marketing campaigns, and having a reliable platform makes all the difference. MasterBase® is an excellent option for your email marketing campaigns.
With more than 20 years of experience in several countries in the region, MasterBase® offers advanced tools to help you keep your list clean, improve the deliverability of your messages and maximize the impact of your campaigns.
