Definition
Bounce handling is the automated processing of delivery failures, removing hard bounces and managing soft bounces.
Proper handling prevents repeated sends to bad addresses and protects reputation.
Automated bounce handling removes hard bounces and manages soft bounces, keeping lists clean and reputation intact. Proper handling prevents repeated sends to bad addresses. Reviewing bounce codes reveals systemic issues.
Hard vs Soft Bounces
Hard bounces are permanent failures like invalid addresses.
Soft bounces are temporary and may succeed on retry.
Why It Matters
Bounce handling keeps lists clean and reputation intact by processing failures automatically.
Best Practices
- Automatically remove hard bounces.
- Retry and then manage persistent soft bounces.
- Review bounce codes to spot systemic issues.
- Clean lists regularly to prevent bounces.
- Track bounce rate against benchmarks.
Was this useful?
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 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.
BIMI
BIMI (Brand Indicators for Message Identification) is an email standard that allows brands to display their logo next to their emails in supported email clients. It requires DMARC enforcement at quarantine or reject policy.
Bounce Management
Bounce management is the process of handling emails that are rejected by mailbox providers, including classification, removal of bad addresses and protection of sender reputation.
Frequently Asked Questions
Automating the processing of failed deliveries. Automated bounce handling removes hard bounces and manages soft bounces, keeping lists clean and reputation intact.
A permanent failure such as an invalid address. Proper handling prevents repeated sends to bad addresses.
It keeps lists clean and reputation intact. Reviewing bounce codes reveals systemic issues.
A few over a short window, then manage. Automated bounce handling removes hard bounces and manages soft bounces, keeping lists clean and reputation intact.
Yes, repeated bounces damage reputation. Proper handling prevents repeated sends to bad addresses.