Every good Email Marketing Specialist knows which are the ingredients for a successfull campaign: segmentation, targeting, customer engangement, and so on. These aspects are all under his own control, and he is aware that he has to find the best mix to reach the best campaign results’.
However every good Email Marketing Specialist has also a nightmare: that something is not under his control, and that this could affect the outcome of the campaign, as “Open Rate” and “Click rate”. For instance, a dark enemy that sometimes seems to be ungovernable is the failure to deliver a message, also known as Bounce. The ratio between the bounces and the total number of emails sent in a specific campaign is the famigerate “Bounce rate”.
We can distinguish two different types of bounce: hard bounce and soft bounce.
A Hard bounce indicates a permanent reason an email cannot be delivered. Typical reasons to get hard bounce are inexistent recipient email address or wrong domain name.
Soft bounces tipically indicate a temporary delivery issue to an address. Some common reasons this could happen are full mailbox, recipient email server down or offline, email message is too large, etc.
In the bar chart below are represented the answers received by PowerAddon in 2016 from the Mail Servers from all over the world, distinguished in Hard/Soft and categorized by type: