Every day, several billion emails are returned as undeliverable. This means that nearly billions of emails are never delivered to their intended recipients, thereby wasting the time and effort spent creating them.
Bounces are expected to be a part of email marketing to a certain extent, but this does not imply that you must deal with them consistently.
After receiving an email bounce-back error notice, what should you do next?
When your email is not properly delivered to the intended recipient, you will receive an email bounce-back (also known as a bounce) error message. A Non-Delivery Report (NDR) from your own or the destination email server will advise you of the reason for email delivery failure and will provide you with further instructions.
What is an email bounceback message and how do you detect it?
A typical bounce-back message looks somewhat like this.
Emails that have bounced back
For example, as shown in the image above, the mail service provider has specified the specific reason for the bounce-back message.
Major email service providers, such as Gmail, AOL Mail, and others, make recommendations to users on how to resolve the problem.
There are a variety of factors that contribute to an email bounce-back response. Some of the causes are as follows:
- It was not possible to contact the email address since it did not exist
- email address spelled incorrectly
- Inconsistent characters in the email address
- Unnecessary gaps between words in the email address
- Server problems, among other things.
- What is the bounce rate of an email?
- Emails that have bounced back
- Crazy domains are the source of this information.
The email bounce rate is calculated as the total number of emails that have bounced back divided by the total number of emails that have been sent, represented as a percentage of the total number of emails sent.
What is the formula for calculating it?
It can be computed by following the procedures outlined below:
- Calculate the total number of emails you’ve sent so far this year.
- Calculate the total number of emails that have been returned as undeliverable.
- Subtract the total number of emails sent from the total number of bounced emails to get the answer.
- To obtain the result as a percentage, multiply the value by 100.
- Consider the following scenario: you have sent 3000 emails, and 300 of them have returned undeliverable.
300/3000=0.100.1×100=10 percent 300/3000=0.10 percent
This means that your bounce rate is 10 percent, to be precise.
The graph below depicts the average bounce rates seen by marketing emails in the United States.
Emails that have been returned by the sender Source: Statista
According to the industry, the average email bounce rate ranges between 2 percent and 15 percent on a scale of 1 to 10. It should be kept as low as possible, ideally below 10%.
There are several different types of bouncebacks.
Roughly speaking, bounced back communications can be roughly divided into two categories:
Hard Bounces are the first type of bounce.
The email is rejected on the spot if it falls within this category. This is frequently caused by the email’s permanent non-delivery status, which is described above.
This is attributable to a variety of factors, including:
- The email address is either missing or invalid.
- The absence of a domain name for the intended receiver.
- The intended addressee is unknown.
- The recipient’s email address was entered incorrectly.
- There is a problem with the network at the recipient’s end.
- The recipient’s mail server has blocked the message.
- 2. Bounces with a soft touch
- Soft bounces are a transient problem, and the chances are good that it will be resolved on its own in due course without the need for any more action on the part of the sender part.
If you try again after a while, you might be able to send the message and have it correctly delivered without too much difficulty this time.
Some of the causes are as follows:
- The inbox is completely packed.
- Change of email address.
- The user has abandoned his or her mailbox.
- The recipient’s mail server is not responding.
- A soft bounce may be converted into a hard bounce if the email is not successfully delivered after several attempts.
What are the most common causes for an email to be returned?
Contrary to popular assumption, the majority of the time, email bounceback occurs as a result of a technical issue that may be readily resolved.
Consider some of the concerns that need to be addressed:
1. There is an error in the email address.
This is one of the most often seen problems in bounceback emails.
It is likely that the bounce back will be listed as a “non-existent email address,” which indicates that the email address contains a typo or that the recipient is no longer using the mail id in question.
Make sure to double-check the email addresses because even a single character alteration could result in an incorrect address.
Another possibility is that the user provided a bogus email address on purpose, which is more likely to occur if you are giving something in exchange for the user’s email address.
If the bounceback comes from official business e-mail addresses, it simply signifies that the person has left the organization and that the IT team has blocked their mail id from further communication.
Occasionally, this issue can be caused by an out-of-date email address, in which case the user would have switched over to the new address.
2. Mailbox is overflowing with bounced-back emails
Boxes have limited storage space, and if the quantity of messages received exceeds the usual capacity, then the mail service provider will bounce all incoming mails to the delivery server, causing them to be delivered to an unidentified recipient.
It’s also possible that your email is taking up too much space in the inbox of the person who received it.
The recipient’s mail server will most likely reject your email if it contains an attachment larger than the size restriction set by the recipient’s mail server. This is true, for example, if you are attempting to send an attachment with your email.
As a result, you might use compression software to reduce the size of your file, split it into many emails, or use any other online file-sharing options such as dropbox.
3. Emails that have been blocked
A common occurrence on servers that have IP restrictions is the occurrence of a bounce back.
This is a common occurrence in government organizations, educational institutions, and industrial settings.
Emails that have bounced back
Information courtesy of TED ideas
Due to a variety of factors, including internal security concerns, certain recipient servers, such as organizational or corporate servers, only allow specified IP addresses to transmit emails to specific recipients.
If you are receiving bounce backs while sending emails to business email addresses, the most likely cause is that their mail servers are prohibiting your email from reaching them.
If this is the case, you will need to make certain that your IP address is whitelisted in the mail servers of the recipients of your messages.
4. The auto-response feature is enabled.
This is a one-of-a-kind situation that does not necessarily fall into either the soft or harsh bounce classifications.
When the recipient is away on vacation, it is common for an auto-response to be sent.
When your email arrives in his inbox, his email service provider will immediately send you an auto-response to let you know he received it. However, one advantage of this is that you may assure that your email reaches the intended recipient’s inbox by using this method.
The exact reasons for this problem may have puzzled you, and you’re not alone.
Email accounts that keep auto-replying may have been abandoned by the user in some cases, although this is not always the case. If the bounce-back occurs regularly for a few months, it is recommended that the address be removed from the bulk mailing list.
5. The email address has been blocked by the recipient.
If the recipient decides that he or she no longer wishes to receive your email, he or she may block or spam your message. If he has blocked your email upon receiving it, an automatic bounce will be generated for your convenience.
6. Problems with the recipient’s server
Undeliverable emails could be caused by problems with the receiving mail server, which could be the primary cause. This falls within the category of a soft bounce mattress.
Undeliverable emails indicate that a problem exists on the recipient’s end with the email server.
These could include the following:
The server has gone down.
Server maintenance should be performed regularly.
Servers that are overloaded or that are temporarily unavailable
This type of problem could fall into either the hard or soft bounce categories, depending on whether or not the letter would be delivered later.
Send the mail out a few more times to see whether it gets through. If you are certain that the email did not reach the recipient’s inbox after multiple efforts, it is preferable to remove it from your bulk email list altogether.
7. Other considerations
Almost the majority of the reasons for bounceback are addressed in the preceding six steps. However, it has been observed that bouncebacks can occur for a variety of reasons, some of which are unknown.
The IP address should be monitored to make sure the bouncebacks do not become a reoccurring occurrence in this scenario.
It would also be a good idea to remove the email address from your bulk mailing list at this point.