{"id":1259,"date":"2024-11-07T17:16:13","date_gmt":"2024-11-07T16:16:13","guid":{"rendered":"https:\/\/mailnjoy.com\/blog\/?p=1259"},"modified":"2024-11-07T17:16:13","modified_gmt":"2024-11-07T16:16:13","slug":"soft-bounce-vs-hard-bounce-whats-the-differences","status":"publish","type":"post","link":"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/","title":{"rendered":"Soft bounce vs. Hard bounce : what&#8217;s the differences"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_68_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Content<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/#Unavoidable_presence_of_soft_bounces_and_hard_bounces_in_emails\" title=\"Unavoidable presence of soft bounces and hard bounces in emails\">Unavoidable presence of soft bounces and hard bounces in emails<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/#Why_do_we_talk_about_bounce_in_emails\" title=\"Why do we talk about bounce in emails?\">Why do we talk about bounce in emails?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/#Appearance_of_a_bounce\" title=\"Appearance of a bounce\">Appearance of a bounce<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/#Soft_bounce_concept\" title=\"Soft bounce concept\">Soft bounce concept<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/#Hard_bounce_concept\" title=\"Hard bounce concept\">Hard bounce concept<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/#Interpretation_of_SMTP_error_messages_for_soft_and_hard_bounce_classification\" title=\"Interpretation of SMTP error messages for soft and hard bounce classification\">Interpretation of SMTP error messages for soft and hard bounce classification<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/#Instantaneity_and_bounce_time\" title=\"Instantaneity and bounce time\">Instantaneity and bounce time<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/#Possible_misclassification_between_soft_and_hard_bounce\" title=\"Possible misclassification between soft and hard bounce\">Possible misclassification between soft and hard bounce<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/#Hard_bounce_caching_method_by_email_routers\" title=\"Hard bounce caching method by email routers\">Hard bounce caching method by email routers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/#Autoresponder_is_it_considered_a_bounce\" title=\"Autoresponder: is it considered a bounce?\">Autoresponder: is it considered a bounce?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/#Parameters_affecting_email_deliverability\" title=\"Parameters affecting email deliverability\">Parameters affecting email deliverability<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/#Hard_bounce_rates_and_deliverability_problems\" title=\"Hard bounce rates and deliverability problems\">Hard bounce rates and deliverability problems<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/#Soft_bounce_rates_and_deliverability_problems\" title=\"Soft bounce rates and deliverability problems\">Soft bounce rates and deliverability problems<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/#Reduce_hard_bounces_with_email_checkers\" title=\"Reduce hard bounces with email checkers\">Reduce hard bounces with email checkers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/mailnjoy.com\/blog\/en\/soft-bounce-vs-hard-bounce-whats-the-differences\/#Conclusion_on_the_differences_between_soft_bounce_and_hard_bounce\" title=\"Conclusion on the differences between soft bounce and hard bounce\">Conclusion on the differences between soft bounce and hard bounce<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Unavoidable_presence_of_soft_bounces_and_hard_bounces_in_emails\"><\/span><span style=\"color: #000000;\">Unavoidable presence of soft bounces and hard bounces in emails<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Whether you&#8217;re a simple user of a personal email address, or a company working with email on a daily basis, everyone has had to deal with &#8220;bounces&#8221;, those famous messages, sometimes not very explicit, which indicate that &#8220;something&#8221; has gone wrong with the delivery of the email you&#8217;ve sent.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Where things often get complicated is in the correct interpretation of these messages and the appropriate action to be taken according to their type (soft bounce vs. hard bounce):<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">&#8220;Should I resend my email again?<\/span><br \/>\n<span style=\"font-size: 14pt;\">&#8220;Will my message still be delivered at a later date without me taking any other action?<\/span><br \/>\n<span style=\"font-size: 14pt;\">&#8220;Has my contact changed his email address?&#8221;<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">These are all questions that can be difficult to answer if you haven&#8217;t clearly understood the difference between soft and hard bounces, and how to differentiate them.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><strong>In this technical article, we&#8217;re going to take a closer look at the different types of bounces that can occur: soft bounces and hard bounces<\/strong>, to see in which cases they are one or the other, and what actions the sender of the message needs to take accordingly.<br \/>\nWe&#8217;ll start with a look at the technical aspects of soft and hard bounces, then move on to consider their place in the wider emailing ecosystem: what impact do they have on the professional use of emails, whether for newsletters, transactional emails or cold mailings.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Whether you&#8217;re a beginner or an experienced emailer, in this article you&#8217;ll discover all the secrets and tricks you need to really understand the subtle differences between soft and hard bounces, as well as the impact these different types of bounces can have on your email communications.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_do_we_talk_about_bounce_in_emails\"><\/span><span style=\"color: #000000;\">Why do we talk about bounce in emails?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1253\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/Bounce-1.png\" alt=\"bouncing object\" width=\"277\" height=\"240\" srcset=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/Bounce-1.png 891w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/Bounce-1-300x260.png 300w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/Bounce-1-768x666.png 768w\" sizes=\"(max-width: 277px) 100vw, 277px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">The term &#8220;bounce&#8221; is a generic technical term that can be found in various IT fields, including SEO and email.<br \/>\nWhatever the field of application, bounces indicate that &#8220;something&#8221; has gone wrong in relation to what was initially expected.<br \/>\nIf we apply this to the world of email, it translates into the fact that the email that was sent could not be correctly delivered to the recipient&#8217;s email inbox (this is referred to as a non-delivery notification).<br \/>\nThe bounce <strong>indicates to the sender of the message that the recipient has not received the email intended for him<\/strong>, and provides an explanation of the reason for this failure. Technically speaking, a bounce is therefore a new email received by the sender of the message, indicating the failure to send the previous message.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Given that, unlike SMS or instant messaging, the notion of &#8220;acknowledgement of receipt&#8221; doesn&#8217;t exist in email (even if there have been some failed attempts in the past), we can consider that in the absence of a bounce, the email has been correctly delivered to the target inbox.<br \/>\nIt should be pointed out, however, that this does not necessarily mean that the email has arrived in an inbox that will be read by anyone (particularly in the case of catchall domains, this may be a generic inbox that could not be read by anyone), or even that the email will be opened afterwards: <strong>the absence of a bounce simply means that the email has arrived at the destination inbox that was addressed, no more, no less<\/strong>.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">In the event of a bounce arriving in the sender&#8217;s mailbox (and therefore the message sent not being delivered correctly), the message must then be analysed to determine what went wrong, and whether the sender needs to take any action to correct it. To do this, you need to learn to distinguish between soft bounces and hard bounces, as the actions and consequences will differ according to these two types of email delivery error.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Appearance_of_a_bounce\"><\/span><span style=\"color: #000000;\">Appearance of a bounce<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">A &#8220;bounce&#8221; message (whether soft or hard bounce) is an email, recognizable by the specific sender used (which may vary slightly from one emailing solution to another), sent by an SMTP server.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Most of the time, a bounce message will be recognized by the following keywords in the &#8220;username&#8221; section of the bounce email received:<\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><br \/>\n&#8220;<strong>Mailer Daemon<\/strong><br \/>\n&#8220;<strong>Mail Delivery Subsystem<\/strong><br \/>\n&#8220;<strong>Postmaster<\/strong><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span class=\"gD\" data-hovercard-id=\"mailer-daemon@googlemail.com\" data-hovercard-owner-id=\"48\"><span style=\"font-size: 14pt;\">Here is an example of a bounce sent by gmail:<\/span><br \/>\n<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1256\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/bounce.png\" alt=\"Example hard bounce appearance\" width=\"1063\" height=\"615\" srcset=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/bounce.png 1226w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/bounce-300x173.png 300w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/bounce-1024x592.png 1024w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/bounce-768x444.png 768w\" sizes=\"(max-width: 1063px) 100vw, 1063px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Now that we know how to recognize a bounce, let&#8217;s take a closer look at the technical differences between a soft and a hard bounce.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Soft_bounce_concept\"><\/span><span style=\"color: #000000;\">Soft bounce concept<br \/>\n<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1252\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/soft-bounce.png\" alt=\"soft bounce\" width=\"279\" height=\"215\" srcset=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/soft-bounce.png 553w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/soft-bounce-300x232.png 300w\" sizes=\"(max-width: 279px) 100vw, 279px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">The key concept behind the term soft bounce is that the message sent could not be received <strong>this time<\/strong>.<br \/>\n<strong>It is therefore a temporary<\/strong> (and not definitive) <strong>failure notification<\/strong>, indicating the possibility that the message that failed may be successful if it is sent again. The <strong>temporary<\/strong> aspect of the failure is therefore opposed to the definitive aspect of a hard bounce, and constitutes its main difference.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">There are a number of factors that can lead to a soft bounce when an email is delivered:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-exclamation-triangle\" style=\"color: orange;\"><\/i><\/span>\u00a0 <strong>The recipient&#8217;s mailbox is full<\/strong> and can no longer receive any new emails. As a result, sending new messages to this email address will systematically result in soft bounces, until the owner deletes messages to free up enough space, so that new messages can arrive again.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-exclamation-triangle\" style=\"color: orange;\"><\/i><\/span>\u00a0 <strong>The content of the message has been deemed non-compliant<\/strong> by the recipient&#8217;s email service, which has refused to deliver the message to the recipient: this may be due to the presence of keywords in the message which have been deemed to be possibly spam or phishing.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-exclamation-triangle\" style=\"color: orange;\"><\/i><\/span>\u00a0 <strong>The reputation of the IP address that sent the message is judged to be too low<\/strong>, resulting in the blockage of messages sent through it. The soft bounce received will then often indicate in its content that the IP address used has been blocked because it has been identified as poor quality by a trusted actor such as SpamHaus, Barracuda, etc.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-exclamation-triangle\" style=\"color: orange;\"><\/i><\/span>\u00a0 <strong>The reputation of the sender domain that sent the message is deemed to be too weak<\/strong>, resulting in all (or part) of the messages sent from it being blocked.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-exclamation-triangle\" style=\"color: orange;\"><\/i><\/span>\u00a0 <strong>The speed at which messages are sent is too fast for a specific destination domain<\/strong>. For example, this could be the case if the sending domain (or sending IP address) sends too many messages to &#8220;hotmail.com&#8221; in a short space of time. In this case, the receiving domain generates a soft bounce indicating that the sending speed needs to be slowed down, as the messages sent are no longer being received.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-exclamation-triangle\" style=\"color: orange;\"><\/i><\/span>\u00a0 <strong>The remote email reception server (identified by the MX field in the DNS on the receiving domain) is broken or switched off<\/strong>, preventing the message from being delivered correctly to the recipient&#8217;s mailbox.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-exclamation-triangle\" style=\"color: orange;\"><\/i><\/span>\u00a0 <strong>The receiving domain specifically authorizes only certain email domains (or certain IPs) to send it messages<\/strong>. In this case, only domains (or IPs) in the authorized list will be able to send messages to this recipient: all others will be rejected as unauthorized. This type of configuration is quite rare, but is sometimes used by certain companies who wish to use email messaging only for exchanges between the same members of the company, or with a few specifically listed suppliers or partners.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><strong>As each e-mail ESP has its own specific rules and anti-spam filters, this explains why an identical message sent to two different recipients on distinct email domains can have a totally different behavior<\/strong>, with for example one of the two emails being received normally, and the other being blocked by the email system as non-compliant (for one of the reasons mentioned above).<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">It&#8217;s also important to understand that when the sender has received a soft bounce notification, without any action on his part to possibly retry sending the message again, <strong>in most cases the message will not be automatically retried<\/strong> (and the email will therefore not be delivered to the recipient).<br \/>\nIt should be noted, however, that some free messaging services (such as Gmail) can automatically retry to send the message, despite the non-delivery notification received by a soft bounce. In this case, the soft bounce received will be explicit and <strong>will indicate that the email could not be delivered for the moment, but that further attempts will be made in the next few hours<\/strong>.<br \/>\n<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Hard_bounce_concept\"><\/span><span style=\"color: #000000;\">Hard bounce concept<br \/>\n<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1251\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/hard-bounce.png\" alt=\"hard bounce\" width=\"299\" height=\"232\" srcset=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/hard-bounce.png 552w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/hard-bounce-300x233.png 300w\" sizes=\"(max-width: 299px) 100vw, 299px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">The key concept behind the term &#8220;hard bounce&#8221; is that the message sent could not be received, <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">and this <strong>definitively<\/strong><\/span><\/span><\/span>.<br \/>\n<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">In other words<strong>, it&#8217;s a notification of definitive failure<\/strong>, and not linked to a temporary problem such as those listed under soft bounce: whatever the configuration of the sender domain or the IPs used, <strong>the message would not have been delivered<\/strong> to the requested mailbox <strong>in any case<\/strong>.<br \/>\nIn this case, it&#8217;s pointless for the sender to resend the message, as the recipient won&#8217;t be able to receive it in any case.<br \/>\nThe <strong>definitive and absolute<\/strong> nature of the failure is therefore opposed to the notion of soft bounce, and constitutes its main difference.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Unlike soft bounces, which can have multiple possible causes, <strong>hard bounces systematically indicate that the receiving email address does not exist (or no longer exists)<\/strong>.<\/span><br \/>\n<span style=\"font-size: 14pt;\">Typically, these are email addresses that have been abandoned (and subsequently deleted by public messaging services such as gmail, hotmail, etc.), or in the case of professional emails, people who have left their jobs in the company and whose mailbox has subsequently been deleted as a result.<\/span><br \/>\n<span style=\"font-size: 14pt;\">It can also involve the complete deletion of the entire receiving domain (in the case of companies that have ceased trading, for example), which is therefore no longer able to receive any emails, resulting in hard bounces on all incoming emails.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">For people or companies who send out mass e-mailings (through newsletters in particular), the use of <a href=\"https:\/\/mailnjoy.com\/check\/en\">tools enabling the removal of hard bounces from their email lists<\/a> is an important step in maintaining a good reputation and the deliverability of the emails they send in INBOX (instead of the spam box).<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Interpretation_of_SMTP_error_messages_for_soft_and_hard_bounce_classification\"><\/span><span style=\"color: #000000;\">Interpretation of SMTP error messages for soft and hard bounce classification<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1258\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/loupe-email.jpg\" alt=\"zoom bounce content\" width=\"255\" height=\"255\" srcset=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/loupe-email.jpg 1250w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/loupe-email-300x300.jpg 300w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/loupe-email-1024x1024.jpg 1024w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/loupe-email-150x150.jpg 150w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/loupe-email-768x768.jpg 768w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/loupe-email-60x60.jpg 60w\" sizes=\"(max-width: 255px) 100vw, 255px\" \/><\/p>\n<p><span style=\"font-size: 14pt;\">In the content of a bounce, you&#8217;ll systematically find two pieces of information that will enable you to differentiate between a soft bounce and a hard bounce:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-info-circle\" style=\"color: green;\"><\/i><\/span>\u00a0 <strong>The bounce&#8217;s SMTP response code<\/strong>: this code indicates the precise category of the bounce, and the main reason for the message&#8217;s failure. There are dozens of SMTP response codes, corresponding to the different types of problems that can occur, and which can lead to a message being refused delivery.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">The response code itself is made up of two parts: the error code and the status code.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Here are some examples of SMTP response codes in common use:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">452 4.2.2: mailbox full, unable to receive any new messages<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">&#8211;&gt; here &#8220;452&#8221; is the error code, &#8220;4.2.2&#8221; represents the status code, and together they form the response code<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">421 4.4.5 : SMTP server currently busy and not accepting new messages. Try again later<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">421 4.7.0 : message non-delivery due to bad reputation of sending IP address or domain<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">421 4.7.29 : message not delivered because SMTP connection was not made using TLS encryption protocol<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">550 5.1.1 : requested email address does not exist<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">553 5.1.3 : the requested recipient email address does not comply with emailing standards (RFC 5321)<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">550 5.5.3 : too many simultaneous recipient addresses have been requested to send this message<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-info-circle\" style=\"color: green;\"><\/i><\/span>\u00a0 <strong>The<\/strong> &#8220;<strong>response text&#8221; inserted in the bounce content<\/strong>: this text gives additional details to indicate more precisely what led to the message being refused delivery. It sometimes also contains links to the antispam solution used by the recipient messaging service to justify the reason for delivery refusal (spamhaus, barracuda, etc.).<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Normally, simply reading the SMTP response code should tell you whether you&#8217;re dealing with a SOFT or a HARD bounce: in fact, the numbers returned are standardized in such a way that simply reading them allows you to make this distinction:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">&#8211; <strong>5XX type response codes<\/strong>: normally indicate a definitive hard bounce error.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">&#8211; <strong>4XX type response codes<\/strong>: normally indicate a temporary soft bounce error.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">In practice, because of the very different SMTP configurations from one mail server to another, <strong>this standardization is unfortunately not always well applied by all, and can lead to misinterpretations<\/strong>. In order to reduce the number of instances of misclassification between soft and hard bounce, the additional text following the SMTP response code must also be correctly read and interpreted, as it specifies the nature of the bounce and precisely what caused the problem when the message was sent.<br \/>\n<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Instantaneity_and_bounce_time\"><\/span><span style=\"color: #000000;\">Instantaneity and bounce time<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1250\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/delai-bounce-.png\" alt=\"delay getting bounce\" width=\"251\" height=\"244\" srcset=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/delai-bounce-.png 788w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/delai-bounce--300x292.png 300w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/delai-bounce--768x747.png 768w\" sizes=\"(max-width: 251px) 100vw, 251px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">When sending an email, the source SMTP server contacts the destination SMTP server to indicate the message to be sent.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">It is during this dialogue between the two SMTP servers that the destination server will inform the source server of the possible non-receipt of the message. If this is the case, the source server will generate the associated bounce message and deliver it to the sender&#8217;s mailbox, informing it of the problem.<br \/>\n<strong>In this standard case, bounces are generated almost immediately (just a few seconds after the message has been sent), so the sender can be informed almost immediately of any error in the delivery of his email.<\/strong><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">However, there are other situations in <strong>which the soft bounce or hard bounce may be received with a delay (more or less long) depending on the context in which it was sent<\/strong>. Let&#8217;s take a look at the cases in which a bounce notification may be processed with a time lag, taking from several minutes to several days to arrive in the sender&#8217;s mailbox:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-exclamation-triangle\" style=\"color: orange;\"><\/i><\/span>\u00a0 <strong>If the remote SMTP server is down or malfunctioning<\/strong>:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">In this case, the source SMTP server (the one that wants to transmit the message) is unable to communicate with the destination SMTP server, and will wait to retry several times to deliver the message. Depending on the source SMTP server&#8217;s configuration, this can take from a few minutes to several days before the source SMTP server gives up trying to send the message and informs the sender of the bounce. In this case, it&#8217;s a soft bounce.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-exclamation-triangle\" style=\"color: orange;\"><\/i><\/span>\u00a0 <strong>If the remote SMTP server responds correctly, but asks to wait<\/strong>:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">In this case, the destination SMTP server (the one to which the message is to be sent) communicates well, but indicates (for various possible reasons) that it cannot receive the email immediately, and invites the source SMTP server to wait before trying again.<br \/>\nDepending on the SMTP source&#8217;s configuration, it will then wait and retry regularly until the message is finally accepted, or until it has reached its maximum waiting time before giving up. This waiting time can range from a few minutes to several days, delaying delivery of the bounce to the sender. In this case, it&#8217;s a soft bounce.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-exclamation-triangle\" style=\"color: orange;\"><\/i><\/span>\u00a0 <strong>If the remote SMTP server is in catchall mode<\/strong>:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">This specific operating mode of some STMP servers means that it will systematically accept all the message sent: even if the requested recipient email address does not exist. In this way, the source SMTP server will not receive any bounce information and will assume that the message has been delivered.<\/span><br \/>\n<span style=\"font-size: 14pt;\">In this case, it&#8217;s the destination SMTP server which, after internal analysis (which can sometimes take several minutes), will send a hard bounce message directly to the sender&#8217;s email address if the message has not been correctly delivered to the requested recipient.<br \/>\nAs this hard bounce is no longer generated by the source SMTP server (but by the remote SMTP server), the delivery time may be delayed by several minutes (or hours), or even not sent at all in some cases (which will make the recipient think that the email has been correctly delivered, when in fact it hasn&#8217;t).<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-exclamation-triangle\" style=\"color: orange;\"><\/i><\/span>\u00a0 <strong>If the remote SMTP server considers that the content transmitted is totally incorrect<\/strong>:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Most of the time, when the content of the message sent (as well as the information relating to the sending IP and the sending domain) is consistent, the remote SMTP server will indicate whether it rejects the message, allowing the source SMTP server to generate the bounce to the sending address.<br \/>\nThere is, however, a specific case where the remote SMTP server may consider the content sent (as well as the information relating to the sending IP and sender domain) to be very abnormal and probably relating to phising or attempted identity theft, and silently ignore the message. In this case, the message is accepted by the remote SMTP server, which spontaneously decides to delete it without notifying the source SMTP server or the sending email address.<\/span><br \/>\n<span style=\"font-size: 14pt;\">This situation is relatively rare, however, and only occurs when there is a very abnormal SMTP configuration in the global email chain.<\/span><br \/>\n<span style=\"font-size: 14pt;\">In this case, the email will have been silently suppressed and will not have generated any bounce, leading the sender to believe that his message has been delivered to the recipient, when this is not the case.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Possible_misclassification_between_soft_and_hard_bounce\"><\/span><span style=\"color: #000000;\">Possible misclassification between soft and hard bounce<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">As we have already seen, classifying soft and hard bounces is a complex operation, and therefore not infallible.<br \/>\nThe use of response codes sometimes poorly implemented by some email servers (which return the wrong response code in relation to the actual error), combined with text content that is free to be implemented as each SMTP server wishes, results in a very wide diversity of possible return messages.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">It is therefore impossible for an SMTP server to have an exhaustive list of all the error messages that can be returned by all the SMTP servers in the world&#8230; This is why a certain amount of interpretation is required in cases where the error message is not yet known, or is not sufficiently explicit to confirm 100% that it is a soft or hard bounce.<\/span><br \/>\n<span style=\"font-size: 14pt;\">This problem is common to all those involved in email marketing: email routers, email verifiers, email ESPs, etc. They all need to be able to decode error messages as effectively as possible in order to avoid misclassification of these errors, and this aspect can be a differentiating factor in terms of quality and reliability between the various existing email solutions on the marketing market.<\/span><br \/>\n<span style=\"font-size: 14pt;\">However, even the best solutions will not be infallible and will have a margin of error in this classification: the key is to keep this as low as possible, so as not to penalize customers with information that is too often erroneous.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Hard_bounce_caching_method_by_email_routers\"><\/span><span style=\"color: #000000;\">Hard bounce caching method by email routers<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">People who work on a daily basis with mass emailings (newsletters, etc.) are sometimes surprised to see that some of the emails they send are tagged as &#8220;hard bounces&#8221; by their e-mail router (such as Brevo, Mailjet, etc.), even though they know full well that these specific email addresses exist because they exchanged with these same people shortly beforehand via their own professional email service.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">This is because <strong>email routers are also impacted by deliverability issues, and can easily be blocked (notably by Gmail or Microsoft) if they don&#8217;t respect emailing best practices<\/strong>.<br \/>\nSo, in order to reduce the penalty of sending messages to invalid addresses (which would generate hard bounces), the majority of email routers on the market set up systems for caching the results obtained across all their customers.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">So, if a customer tries to send a message to a specific email address and that address is determined to be invalid (having generated a hard bounce), this information is then capitalized on all the emails sent by all the router&#8217;s customers, so that no further attempts are made to resend a message to an email address that was already determined to be invalid a short time ago.<\/span><br \/>\n<span style=\"font-size: 14pt;\">The problem that arises here is that if the hard bounce classification has not been correctly carried out (particularly in the case of an inversion of classification between soft and hard bounce, as seen above), then the router will block emails from other customers to this specific address, which is nonetheless perfectly legitimate and valid.<\/span><br \/>\n<span style=\"font-size: 14pt;\">Unfortunately, it is not uncommon for a small percentage of valid emails to be falsely perceived as hard bounces, and for the customer&#8217;s statistics to be somewhat distorted (while at the same time preventing certain legitimate emails from being sent).<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><strong>As this is the case with most routing solutions on the market<\/strong>, it&#8217;s worth bearing this in mind if certain email addresses generate hard bounce returns that you know to be false.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">A statistical study was carried out by Mailnjoy on a panel of 1,000 emails sent as part of a marketing campaign using Brevo, and containing only emails that had been classified as valid by Mailnjoy&#8217;s prior verification.<\/span><br \/>\n<span style=\"font-size: 14pt;\">Of all these emails, 32 were tagged as hard bounce by Brevo, and we sought to determine the exact number of emails that were really invalid, by writing to each of these email addresses one by one via a professional messaging service. In the end, only 11 email addresses were really invalid, and the remaining 21 were completely valid, demonstrating that the caching system used by routers generates a small percentage of &#8220;false hard bounces&#8221;.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Autoresponder_is_it_considered_a_bounce\"><\/span><span style=\"color: #000000;\">Autoresponder: is it considered a bounce?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1254\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/repondeur-automatique.png\" alt=\"automatic email response\" width=\"210\" height=\"224\" srcset=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/repondeur-automatique.png 452w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/11\/repondeur-automatique-281x300.png 281w\" sizes=\"(max-width: 210px) 100vw, 210px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">When using an email address for business purposes, it&#8217;s very common to use an &#8220;out of office&#8221; message. This message automatically indicates to those who write to us that we&#8217;re on vacation, absent for an indefinite period, off sick for a few days, or any other message indicating that the email received cannot be read immediately (and who to contact in the company instead if necessary).<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">These practical messages are sometimes perceived as bounces, when in fact they are nothing of the sort.<\/span><br \/>\n<span style=\"font-size: 14pt;\"><strong>Technically speaking, the email sent by the sender has been correctly received in the recipient&#8217;s mailbox<\/strong>: it&#8217;s precisely this good reception that has triggered the sending of an automatic reply from the recipient, which is in every way similar to a manual reply he might have made. Automatic replies are neither soft nor hard bounces!<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">In the same way, there are also &#8220;challenge&#8221; emails (typical of anti-spam solutions such as Mailinblack), which are sent to the sender on receipt of a first email from him to check that it&#8217;s not a robot. Once again, this is not a &#8220;bounce&#8221; at all, as the email sent has been received: here again, it would be incorrect to speak of a bounce, as it simply isn&#8217;t one!<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Parameters_affecting_email_deliverability\"><\/span><span style=\"color: #000000;\">Parameters affecting email deliverability<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">In order to fully understand the impact of soft and hard bounces on email deliverability, we&#8217;ll first take a look at the main elements involved in email deliverability in general.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><strong>Email deliverability represents the overall ability of a sender to correctly address its emails to other people<\/strong>.<br \/>\n<strong>This notion is intrinsically linked to the email reputation of a sender domain, and therefore to the ability of its emails to be correctly delivered to the inbox box (and not the spam box) of its recipients<\/strong>.<br \/>\nSo, the higher the email reputation of a sender domain, the more emails sent by this domain will be correctly routed to the INBOX, resulting in a virtuous circle in its email communications and the ROI of its emailing campaigns.<br \/>\nOn the other hand, a low email reputation leads de facto to low deliverability, and therefore a greater chance of messages ending up in the spam box, resulting in much lower visibility of messages sent and therefore a lower ROI from email campaigns.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Here&#8217;s a brief overview of the main elements that have an impact on deliverability, and which therefore need to be taken into consideration when setting up the entire emailing chain:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-check-circle\" style=\"color: green;\"><\/i><\/span>\u00a0 <strong>The content of messages sent<\/strong> (image\/text ratio, presence of an external URL, presence of prohibited keywords, etc.).<\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><br \/>\n<span style=\"font-size: 18pt;\"><i class=\"fas fa-check-circle\" style=\"color: green;\"><\/i><\/span>\u00a0 <strong>The reputation of the IP address sending the e-mails<\/strong><\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><br \/>\n<span style=\"font-size: 18pt;\"><i class=\"fas fa-check-circle\" style=\"color: green;\"><\/i><\/span>\u00a0 <strong>The reputation of the domain sending the emails<\/strong><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">If we take a closer look at the elements that impact the reputation of the sending domain, we find the following elements:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">&#8211; Engagement with messages sent (open rate, click rate, reactivity rate, etc.)<\/span><br \/>\n<span style=\"font-size: 14pt;\">&#8211; Complaints rate<\/span><br \/>\n<span style=\"font-size: 14pt;\">&#8211; <strong>Hard bounce rate<\/strong><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">We can see here that the hard bounce rate is one of the elements that influence the overall deliverability of emails sent by a sender, and is therefore an important parameter to be monitored and corrected over time.<br \/>\n<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Hard_bounce_rates_and_deliverability_problems\"><\/span><span style=\"color: #000000;\">Hard bounce rates and deliverability problems<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">The hard bounce rate represents <strong>the number of emails that have generated a hard bounce, in relation to the total number of emails sent<\/strong>. <\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><br \/>\n<\/span><span style=\"font-size: 14pt;\">As we&#8217;ve just seen, the hard bounce rate is an important metric in email marketing, and is a key element to monitor in order to preserve (or increase) your reputation and therefore your overall deliverability. Indeed, in email marketing, <strong>it&#8217;s always better to have fewer contacts, but real, qualitative contacts<\/strong> (i.e. who won&#8217;t generate a hard bounce, and who will also regularly open and click on the content of the emails sent).<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">So, whether or not you use an email router to send your email marketing campaigns, you need to make <strong>sure that your hard bounce rate doesn&#8217;t exceed a level that&#8217;s too high, otherwise the risk of your emails ending up as spam will increase significantly over time<\/strong>.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Current emailing thresholds are as follows:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-info-circle\" style=\"color: red;\"><\/i><\/span><strong> \u00a0 5% hard bounce <\/strong>:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Maximum threshold authorized by most email routing solutions on the market. This is the maximum limit which must not be exceeded, and which may result in the customer&#8217;s account being blocked by the email router.<\/span><br \/>\n<span style=\"font-size: 14pt;\">This limit has a twofold effect: firstly, it protects the email router (and its own reputation) from customers sending low-quality or unwanted messages, and secondly, it protects the sending domain from damaging its own reputation too much with regard to ESPs (Gmail, Outlook, Yahoo, etc.).<\/span><br \/>\n<span style=\"font-size: 14pt;\">Domains that don&#8217;t send their emails via a specialized routing solution (such as <a href=\"https:\/\/etarget-emailing.com\">Etarget<\/a>, <a href=\"https:\/\/www.mailjet.com\">Mailjet<\/a>, Mailchimp, etc.) are therefore not locked into this 5% hard bounce limit, and may be tempted to go much further (if their contact databases haven&#8217;t been properly cleaned recently), but this is of course a very bad idea, as ESPs will then rapidly degrade their reputation so that all their emails will then end up in the spam box.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-info-circle\" style=\"color: orange;\"><\/i><\/span><strong> \u00a0 3% hard bounce <\/strong>:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Recommended target threshold in email marketing to preserve your domain reputation, and also to avoid being blocked by email routers when sending email campaigns. This threshold is a good compromise, and is generally the one sought for mass email marketing campaigns such as newsletters.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 18pt;\"><i class=\"fas fa-info-circle\" style=\"color: green;\"><\/i>\u00a0\u00a0 <\/span><strong>1% hard bounce <\/strong>:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">The ideal threshold in email marketing, offering the best reputation and deliverability metrics for the domain concerned. This threshold requires a very rigorous policy of cleaning up your email database in real time, so as never to leave a new email detected as invalid in your database.<br \/>\nThis means checking each newly added email (before it is inserted into the email database), as well as regular cleaning (2 to 3 times a year) of existing contacts (using an email verifier), to ensure that only valid contacts remain in the database over time.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">With regard to the thresholds we&#8217;ve just seen, you need to look at the hard bounce rate in two different ways: <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">&#8211; hard bounce rate <strong>associated with a specific marketing campaign<br \/>\n<\/strong><\/span><br \/>\n<span style=\"font-size: 14pt;\">&#8211; <strong>overall domain<\/strong> hard bounce rate <strong>on all emails sent<\/strong> (by all marketing campaigns, all transactional emails, etc.)<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">So, to guarantee good deliverability, over time you need to ensure that your overall hard bounce rate, as well as the various hard bounce rates of the email campaigns you send, always remain within the thresholds recommended above.<br \/>\n<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Soft_bounce_rates_and_deliverability_problems\"><\/span><span style=\"color: #000000;\">Soft bounce rates and deliverability problems<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">The soft bounce rate represents <strong>the number of emails that have generated a soft bounce, in relation to the total number of emails sent<\/strong>.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Unlike the hard bounce rate, <strong>the soft bounce rate does not have a direct impact on deliverability, but<\/strong> <strong>rather is in itself an indicator of the current deliverability status of a sender domain.<\/strong><br \/>\nIndeed, apart from soft bounces linked to full mailboxes, soft bounces should only represent a very small volume of emails sent. If this number tends to increase significantly (above 5%), then there is probably a deliverability problem of the emails sent (in general or on a specific destination email domain).<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">A common example here is when a sender domain has been considered (temporarily or permanently) to be of low quality, then a specific ESP may decide to block ALL email traffic sent from it, resulting in a sharp and rapid increase in the soft bounce rate of the email campaign carried out. In this case, the soft bounce category would include all emails towards the same domain (for example, a large number of emails sent only to the @orange.fr domain, or only to the @hotmail.com domain, etc.).<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">To get a better idea of the potential deliverability problems of a domain, you need to look at the soft bounce rate in two different ways: <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">&#8211; soft bounce rate <strong>associated with a specific marketing campaign<br \/>\n<\/strong><\/span><br \/>\n<span style=\"font-size: 14pt;\">&#8211; <strong>overall<\/strong> soft bounce rate <strong>for the domain on all emails sent<\/strong> (by all marketing campaigns, all transactional emails, etc.)<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">A high soft bounce rate on a specific email campaign alone is more likely to indicate a temporary, one-off problem (message sending speed too fast on this specific domain, or specific email content that caused a problem, or even the recipient email service having had a technical problem), whereas a persistent rate across multiple campaigns is more likely to be perceived as a general deliverability problem for the sending domain, requiring remediation work with a deliverability expert.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Reduce_hard_bounces_with_email_checkers\"><\/span><span style=\"color: #000000;\">Reduce hard bounces with email checkers<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1257\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/email-check-front-version-2.jpg\" alt=\"email address verification\" width=\"259\" height=\"259\" srcset=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/email-check-front-version-2.jpg 1250w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/email-check-front-version-2-300x300.jpg 300w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/email-check-front-version-2-1024x1024.jpg 1024w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/email-check-front-version-2-150x150.jpg 150w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/email-check-front-version-2-768x768.jpg 768w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/email-check-front-version-2-60x60.jpg 60w\" sizes=\"(max-width: 259px) 100vw, 259px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Since an excessively high hard bounce rate is detrimental to the reputation and deliverability of sent emails, a technique commonly used in email marketing consists of using specialized tools to <strong>check email addresses and thus identify hard bounces upstream of the actual emails sent<\/strong>.<\/span><br \/>\n<span style=\"font-size: 14pt;\">These tools offer the great advantage of detecting hard bounces present in a given email list (without actually sending any emails), and thus provide an effective and practical way for advertisers (and others working with email) to avoid deliverability penalties due to too high a hard bounce rate.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Today, there are many solutions available for email cleansing, but not all offer the same level of quality and reliability in the results obtained. <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">We suggest you discover what are the important elements to look at if you want to use this type of service, in order to be able to <\/span><\/span><\/span><a href=\"https:\/\/mailnjoy.com\/blog\/en\/identify-reliable-email-verifier\/\">recognize a good email verifier<\/a> from a not-so-good one.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion_on_the_differences_between_soft_bounce_and_hard_bounce\"><\/span><span style=\"color: #000000;\">Conclusion on the differences between soft bounce and hard bounce<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-817\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/solution-1.jpg\" alt=\"conclusion and solution\" width=\"581\" height=\"459\" srcset=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/solution-1.jpg 1595w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/solution-1-300x237.jpg 300w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/solution-1-1024x809.jpg 1024w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/solution-1-768x607.jpg 768w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2024\/08\/solution-1-1536x1213.jpg 1536w\" sizes=\"(max-width: 581px) 100vw, 581px\" \/><\/p>\n<p><span style=\"font-size: 14pt;\">In this article, you&#8217;ll have discovered that, in addition to certain similarities, there are many differences, both technical and functional, between a soft bounce and a hard bounce.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">This in-depth knowledge should now help you to better differentiate them from a technical point of view, but also to fully understand the risks and impacts that their respective rates may have (or indicate) on the deliverability of your sending domain.<\/span><br \/>\n<span style=\"font-size: 14pt;\">Keep in mind that these elements can generate (or indicate) many reputation and email deliverability issues, and must be carefully monitored over time to maintain an efficient and fully operational emailing chain.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">If you have any questions about the technical issues raised here, please don&#8217;t hesitate to <a href=\"https:\/\/mailnjoy.com\/blog\/en\/contact-us\/\">contact us<\/a> and speak to one of our emailing experts!<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unavoidable presence of soft bounces and hard bounces in emails &nbsp; Whether you&#8217;re a simple user of a personal email address, or a company working with email on a daily basis, everyone has had to deal with &#8220;bounces&#8221;, those famous messages, sometimes not very explicit, which indicate that &#8220;something&#8221; has gone wrong with the delivery [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1255,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"no","_lmt_disable":"no","footnotes":""},"categories":[29],"tags":[],"class_list":["post-1259","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technical"],"yoast_head":"<!-- This site is optimized 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