Before you get too frustrated, keep in mind bounces aren’t always a bad thing. In fact, we’ve identified several silver linings.
Let’s go over some quick facts about email bounces.
Soft bounces are temporary delivery failures. This can happen when a subscriber’s mailbox is full, a subscriber’s server is down, or your email is too large. After a number of soft bounces (the number depends on your email server), soft bounces are considered hard bounces.
Hard bounces are permanent delivery failures. This happens when an email address is no longer active or doesn’t exist. Since hard bounces can affect your overall deliverability rate, you will want to remove them from any email lists you have. Luckily, Campaign Monitor (the tool Extu uses to deploy emails) ensures all hard bounces are automatically removed before your next send.
Now that we’ve covered the basics, let’s move on to the potential benefits of bounces.
Email bounces are an opportunity to update contacts.
As you can see, sometimes a new contact can be the key factor in converting a prospect into a customer.
Email bounces are an opportunity to re-evaluate your signup strategy.
Adding a subscribe button to your website, Facebook page or checkout process is a great way to capture subscribers who are genuinely interested in receiving your email communications (see also our unsubscribes blog post). Since “join our email list” isn’t very enticing and doesn’t provide any context to what they’ll be receiving, be clear about what it is you’re offering. For example, try “sign up today to receive new product information” or “join our mailing list to receive special offers”.
Email bounces force you to scrub your lists and send emails regularly.
By sending emails on a regular basis (i.e. at least once a month) you can ensure that your bounce rate will stay relatively low over time. Also, by sending emails regularly, you build brand awareness – which translates into higher engagement and ROI. Don’t believe us? Check out Campaign Monitor’s email marketing stats for 2019 here.
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