{"id":619,"date":"2024-08-27T13:38:39","date_gmt":"2024-08-27T11:38:39","guid":{"rendered":"https:\/\/mailnjoy.com\/blog\/?post_type=glossary&p=619"},"modified":"2024-11-29T11:00:08","modified_gmt":"2024-11-29T10:00:08","slug":"hard-bounce","status":"publish","type":"glossary","link":"https:\/\/mailnjoy.com\/blog\/glossary\/hard-bounce\/","title":{"rendered":"Hard bounce"},"content":{"rendered":"

Un hard bounce<\/strong>, \u00e9galement appel\u00e9 “rebond dur<\/strong>“, est une notion du marketing par email.<\/span><\/p>\n

Il d\u00e9signe une notification de r\u00e9ception en \u00e9chec d’un message envoy\u00e9 \u00e0 une adresse email. A l’oppos\u00e9 du soft bounce, le hard bounce est une notification d\u2019\u00e9chec d\u00e9finitif<\/strong>, qui indique que l’adresse email concern\u00e9e ne peut pas recevoir d’email. <\/span><\/p>\n

 <\/p>\n

La cause principale de cette notification d\u2019\u00e9chec est le fait que l’adresse email contact\u00e9e n’existe pas<\/strong> (ou n’existe plus). <\/span><\/p>\n

 <\/p>\n

Le hard bounce est envoy\u00e9 g\u00e9n\u00e9ralement vers l’adresse email \u00e9mettrice du message (champ “FROM:” de l’en-t\u00eate), par le serveur SMTP destinataire de l’email (champ “TO:” de l’en-t\u00eate).
\nDans le marketing par email, il est courant de personnaliser de l’en t\u00eate de l’email envoy\u00e9 afin de modifier champs “Return-Path:” et permettre ainsi d’indiquer vers quelle adresse email doit \u00eatre \u00e9mise cette notification de bounce en cas d\u2019\u00e9chec de livraison de l’email (en remplacement de l’adresse \u00e9mettrice). Le but \u00e9tant ici de centraliser les messages de hard bounce vers une adresse email sp\u00e9cifique, laquelle sera analys\u00e9e ensuite pour identifier l’ensemble adresses invalides d’une campagne emailing.<\/span><\/p>\n

 <\/p>\n

D’un point de vue technique, un bounce est g\u00e9n\u00e9ralement constitu\u00e9 d’un message customis\u00e9 par le serveur SMTP qui l’\u00e9met, ainsi que d’un code de retour sp\u00e9cifique<\/strong> qui indique la raison pr\u00e9cise du bounce. <\/span>Parmi les codes retours utilis\u00e9s par le SMTP, le code “550 5.1.1” est celui qui est le plus souvent utilis\u00e9 pour d\u00e9signer un hard bounce<\/strong>.<\/span><\/p>\n

 <\/p>\n

Le taux de hard bounce est une m\u00e9trique importante de l’email marketing<\/strong> afin de juger de la qualit\u00e9 des annonceurs, qui sera constamment scrut\u00e9e par les routeurs email. Un taux trop \u00e9lev\u00e9 de ce dernier peut-\u00eatre un motif l\u00e9gitime de blocage des envois par le routeur email.
\n<\/span><\/p>\n

 <\/p>\n

Afin de s’assurer qu’une adresse email peut etre utilis\u00e9e et qu’elle ne g\u00e9n\u00e9rera pas de hard bounce, il est possible d’utiliser un logiciel de type mail tester, qui permettra de donner cette information en amont de l’envoi d’un email.<\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Un hard bounce, \u00e9galement appel\u00e9 “rebond dur“, est une notion du marketing par email. Il d\u00e9signe une notification de r\u00e9ception en \u00e9chec d’un message envoy\u00e9 \u00e0 une adresse email. A l’oppos\u00e9 du soft bounce, le hard bounce est une notification d\u2019\u00e9chec d\u00e9finitif, qui indique que l’adresse email concern\u00e9e ne peut pas recevoir d’email.   La […]<\/p>\n","protected":false},"author":3,"featured_media":0,"parent":0,"template":"","meta":{"_lmt_disableupdate":"no","_lmt_disable":"","footnotes":""},"glossary-cat":[],"class_list":["post-619","glossary","type-glossary","status-publish","hentry"],"yoast_head":"\nHard bounce : d\u00e9finition et utilisations<\/title>\n<meta name=\"description\" content=\"Qu'est ce que le hard bounce en Emailing. 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