We all have experienced the frustration of sending an important email and getting a message back saying it didn’t go through. A rejected email is called a bounce. Understanding why an email bounces and determining how to remedy the rejection is essential to an effective email marketing campaign. And if there is any question as to why this matters, remember that despite the popularity of social media as the place where people engage, email remains by far the platform where consumers shop.
Regarding email bounces, there are two types: soft and hard. Soft bounces occur when an email address was valid and reached the recipient’s server but didn’t go through because the recipient’s mailbox was full, there was a problem with the recipient’s server or the message was too large for the recipient’s server to accept.
Hard bounces occur when a message is permanently rejected because either the email address was invalid or the recipient’s server has blocked the sender’s email address. Some law firms and government agencies, for example, are very strict about the emails they allow through. If you’ve been blocked, it’s up to you to contact the organization and ask to be unblocked.
In short, soft bounces are due to server errors and hard bounces are due to human error.
Any discussion of bounces inevitably leads to the issue of spam and how to avoid being dumped into the recipient’s spam folder. As professional email marketers, Take 5 Media Group is focused on making sure their clients’ email campaigns don’t bounce or get isolated as spam.
Best Practices to Boost Delivery
The surefire way to implement a professional, effective email campaign with reliable delivery to your target market is to hire a skilled email marketing firm, just as you would engage a trained web developer to create your website and a licensed accountant to do your taxes properly. If you’re determined to manage it in-house, however, here are three essential practices to help you do it right. They constitute just a sampling of all the knowledge, data management and strategy involved in a successful email marketing campaign.
- Get permission, whenever possible, from customers and prospects to send them emails. Tell your email recipients how to opt out of receiving future emails from you and then honor their opt-out requests.
- Keep track of email bounces and understand whether they are soft or hard bounces and why. Update your databases accordingly. That bit of information is crucial to the success of your future campaigns and the perception of your business.
- Prevent being labeled a spammer by learning all the potential pitfalls. For example, avoid words that sound like ads, as spam filters are designed to remove advertising and paid promotions. Don’t include attachments and large images. It’s no easy task getting your email integrity restored If you are blacklisted as a spammer.
Those tips are crucial, but they just scratch the surface of the many layers of know-how necessary for strategic email marketing that generates sales. Take 5 Media Group owns and manages proprietary, up-to-date databases comprising more than 200 million double opt-in consumer emails segmented by numerous criteria into strategic target audiences for each client campaign.
To find out more on how Take 5 Media Group can help you reach your target audience with email and omni-channel campaigns, call us at 561-819-5555 or visit take5mg.com.