Definition
Bounce management is the set of processes and rules that handle emails returned as undeliverable. Bounces are classified as hard bounces, which indicate a permanent failure such as an invalid address, or soft bounces, which indicate a temporary issue such as a full mailbox or server problem.
Effective bounce management protects sender reputation by removing invalid addresses from the list and reducing repeated attempts to unreachable recipients. Mailbox providers monitor bounce rates, and consistently high bounce rates can lead to throttling or filtering.
Most email service providers automate basic bounce handling, but marketers should still monitor bounce trends, investigate spikes, segment bounce types and maintain suppression rules. A bounce rate above two percent is generally considered a warning sign that requires action.
Best Practices
- Remove hard bounces immediately and permanently from your active list.
- Retry soft bounces a limited number of times before suppressing them.
- Monitor bounce rates by domain, campaign and segment to spot list quality issues.
- Keep clean signup forms to prevent invalid addresses from entering the database.
- Use a preference centre and re-engagement campaigns to address inactive subscribers before they become bounces.
Related Glossary Terms
Abuse Complaint
An abuse complaint is a report from a recipient who marks an email as spam, which negatively affects sender reputation and deliverability.
Alt Text
Alt text is the written alternative to an image in an email, displayed when images are blocked, slow to load, or consumed by screen readers.
AOL Mail for Email Marketers
AOL Mail is a legacy email provider with specific deliverability requirements and rendering quirks, now operating as part of the Yahoo+AOL network under shared infrastructure.
Email API Integration
Email API integration is the connection between an email platform and another system, such as a CRM, ecommerce store or customer data platform, using an application programming interface.
Email Authentication Protocols
Email authentication protocols are technical standards that verify the identity of an email sender, helping mailbox providers distinguish legitimate mail from spam and phishing.
Batch Sending
Batch sending is the practice of delivering a single email campaign to a large list in groups or waves rather than all at once.
Frequently Asked Questions
A hard bounce is a permanent delivery failure, usually caused by an invalid or non-existent email address. These should be removed immediately.
A soft bounce is a temporary delivery failure, such as a full mailbox or server outage. It may resolve on retry.
A bounce rate below 0.5 percent is excellent. Rates above 2 percent suggest list quality problems and can harm reputation.
High bounce rates signal poor list hygiene to mailbox providers, which can lead to spam folder placement or throttling.
Hard bounces should be suppressed. Soft bounces can be retried a few times before suppression, depending on your ESP policy.