The Email Marketer’s Guide to Bounce Processing

Posted by Tom Sather 

Knowing why your marketing campaigns bounced, or couldn’t be undelivered, and what to do about it is just as important as maintaining low complaint rates and other factors related to your reputation and ability to reach the inbox.

Processing bounce codes challenges marketers and email administrators since most ISPs and mailbox providers use their own custom bounce codes. It’s not uncommon for marketers to keep re-sending to non-existent email addresses because of this. The result is either an increase blocks for mailing to too many non-existent addresses, but more commonly marketers see these addresses turn into spam traps. When it reaches this point, deliverability problems occur more frequently and are challenging to resolve.

We created our latest guide, The Email Marketer’s Guide to Bounce Processing, to better understand bounce codes and how to process them. This bounce processing guide will teach you:

  • Interpreting the difference between a hard and soft bounce
  • Which bounce codes should be re-tried and which ones should be disabled
  • How to read a bounce code
  • How to troubleshoot bounce messages

By downloading the bounce processing guide, you’ll have a better understanding of bounce processing jargon, and maintain quality lists that will keep you off blacklists and keep your mail delivering to the inbox.

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About Tom Sather

Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.

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