What is bounce in email marketing? Why does the email bounce? What are
the types of bounced e-mail messages? And how can we reduce the bounce rate?
All these questions we will answer in this article.
What is a bounce rate in email?
In a previous article we talked about
the 5 way to verify bulk email address verification, and in the context of the article we asked a question that we answered
briefly, which is What is the bouncing rate in email account?
We will re-ask this question again in this article because it is the
appropriate place to answer it, and we will answer it with the best possible
example in order to be properly understood.
So let's say we have two mail servers, the first we call it (A), and the
second we call it (B), and both servers use the Gmail platform from Google
to exchange text messages.
Now server (A) will send email to server (B), where in normal and normal
cases the second server will receive the message that was sent from the
first server without problems, and it will be included in the incoming mail.
But in unusual cases and this is the reason for writing this article, server
(B) will reject the message and will not be included in the recipient's
inbox, and will return it to the owner of the sent mail.
In this case, the process will be called bounce mail, which will be returned
to the messenger server.
Why do emails bounce?
According to the studies that were conducted on the cause of e-mail bounce,
6 types of bounces were discovered, which may be one of the reasons in the
bounced email between the servers when sending and receiving the message.
Transient bounce rate
the reason is the server can not send email temporarily, but it is still
trying to send email to the recipient, in this case you can not do anything
on your end, you just have to wait.
Abuse and fraudulent bounce rate
This problem usually occurs when the recipient clicks on the email and
reports it as spam or fraudulent mail, and any mail sent by the sender in
the future will be returned to him as fraudulent mail.
Block bounce rate
This type of bounce occurs when the recipient's server has a black list of
mailing addresses or servers that are blocked from receiving its messages.
in which case the recipient will not receive any messages from the blocked
mailing list, and it will bounce back to its sender.
One of the solutions, but may be unhelpful at times, which is to contact the
owner of the server or the host company to request the unblocking of your
server.
and as we mentioned that it is a not useful solution sometimes, and in many
cases your server will be blocked forever.
Hard bounce rate
It usually occurs when the received mail does not exist, or the account has
been deleted from the list of active mail servers to receive mail, so you
should refer to our previous lesson on the
best ways to check your mailing list.
Soft bounce rate
This problem usually occurs on the part of the recipient, his storage space
may be full or there is no space to add messages to the mailing list, and
this problem can be solved after an hour or a day, so the problem is not on
the sender's side.
General bounce rate
You may not believe this, but it is a problem whose causes are not known,
the email just bounces without any apparent reason for it, so the solutions
for it may be unknown.
How does a high bounce rate affect my email marketing campaigns?
Very simply, if you get a high bounce rate while doing your email campaign,
your account will be banned or your account will be suspended, and in the
best cases, you will be blacklisted.
Make sure that the companies that provide the e-mail services have the
ability to monitor your account.
So any suspicious activity on your part will cause these companies to
increase monitoring of your account activity, and when any suspicious
activity is detected, you will receive an immediate penalty.
That is why it is very important to solve bounce problems before starting
any email marketing campaign.
And the best solutions is to do to reduce email bounce rate by
checking your mailing list and filtering bad emails.
How can the bounce be dealt with, and how is the high bounce problem solved?
Dealing with bounce is a way to deal with bounce emails and avoid
high bounce in your own account, as a simplified example, if you send
10 marketing messages to 10 potential customers, and they bounce back to you
3 messages are sent.
In order to avoid this problem on your server, you will have to remove the
mailing addresses from your mailing list that caused a bounce in your
account or server email, or if the bounce is mild, you will try to message
again.
This process can be done either by the marketing company for
e-mail marketing that you have subscribed to (such as Mailchimp,
Aweber), which automatically does this process without your intervention.
Or if you use your own marketing system, you will have to deal with the
bounce yourself, through your own program that gives it the necessary
instructions to deal with the mailing addresses that give you bounce rate
high.
What are the best solutions to reduce the bounce rate when starting a marketing campaign?
The best solution, without controversy, is to
clean your mailing list from the emails that may cause you a huge
bounce in your server.
And for this we have put for you a list of 5 ways to check your mailing
list before starting your marketing campaign.
If you have a site or account with which you collect your mailing list, or
you have your own community.
Always make sure that those whose email addresses you will take have
active accounts that can be accessed and messaged.
The important thing is to make sure that your account does not send your
marketing campaigns to list of spam, which is one of the dangerous factors
that may harm your account in the near future.
And also monitor the bounce rate to make sure that your advertising
campaign is successful.
and whenever you see that the bounce rate has increased, you should
immediately stop your marketing campaign, because it is like a snowball,
where the higher the bounce rate the worse the results.
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