What are Email bounces? – Part 1

Email bounces occur when the emails sent are not delivered to the recipient. It can be caused by a number of reasons.  There are 2 main types of email bounces: hard bounces and soft bounces.

A hard bounce occurs when the email is returned because the recipient’s address is invalid. It can occur if the domain name is invalid; recipient is unknown or due to a network problem.

A soft bounce occurs when the email reaches the inbox, but bounces back before it reaches the recipient. This can happen due to a full mailbox, or has very little storage space.

Email bounces can hinder the success of your marketing campaigns and it is very important for marketers to take corrective action for this. Let’s look at some of them in the next post.

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The Ultimate Checklist to Filter Bounces

Bounces are emails that are returned as undelivered and the most common factor that affects deliverability. To avoid this:

• Have your lists properly filtered and get rid of any invalid email addresses
• Reduce your bounces by correcting formatting errors like invalid addresses, domains and typos
• Look for missing @ signs or missing domain names and fix them at the earliest. Another reason for a bounce-back is that the recipients have changed their addresses or moved to a new domain
• Request your ESP to get you granular delivery reports to manage your lists
• Confirm email addresses by sending welcome emails to all the recipients on the list
• Carry out a test email campaign to identify any basic errors.
• Bounces can purge an email address, hence set a bounce threshold for a given period of time.
• Monitor your delivery rates by categories such as domain names, time of sending and other criteria. Track them and if you see a negative pattern in the deliverability rates, call an expert for help.
• Make sure you update your lists timely and incorporate changes in addresses to avoid frequent bounce-backs.

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Actionable Tips to Avoid Email SPAM. Act Now!!!

This post explains how you can avoid spam filters and how simple modification can reduce accidental spam flagging by spam filters.

Avoid words that trigger spam
Do not include spam tainted words in your email "subject line" and in the “email body”. As preventive steps, run the email template through the spam checker. This will help you weed out inadvertent usage of spam words. Another way to keep you updated on new words is by tracking and avoiding words that appear in junk filter list of Microsoft Outlook’s junk filter or in the third party email clients.

Some of the common words that spam filters include are:
Free!,$$$,50% off!, click here, call now!, subscribe, earn $, discount!, online marketing, order now, please read, don't delete, etc.

Use a consistent “From” field
Use a consistent sender in all outgoing emails. Use your brand name, not an anonymous name, in the "from" field. Moreover, consistent messaging policy enables you to meet the right expectations of the recipients and help you to maintain good relations with ISPs.

Remove unsubscribes
Don’t mail to someone if they have unsubscribed. As a good practice, group the unsubscribe and remove them within 10 days of the request. Failure to remove opt-outs will result in user complaint. Too many complaints will attract the attention of ISPs and in turn their filters will stop your mail from traversing. Due to such serious retribution, most email vendors ensure that opt-outs are automatically removed from the database.

Keep HTML formats Simple
It’s important to keep your HTML formats very simple by avoiding javascript, embedded forms, and hidden text in HTML emails. If your HTML message has more than 50% HTML tags, there are more chances of getting caught in spam filters.

Here are 3 elements in HTML to avoid:
1. Avoid HTML table with a thick border
2. Avoid JavaScript contained in the HTML message
3. Avoid making HTML code harder to understand in decompiled form

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3 Easy Steps to Write Effective Messages

1. Write an informative and meaningful subject line
An attractive subject line determines the credibility of an email, as it is essential to make the recipient open the mail.
So, the subject line should be relevant to the content inside, at the same time has to be eye-catchy too.

2. Place the key point in the first half of the mail
Try to mention the objective of the mail in the first sentence or at least in the first few lines. One glimpse at these lines must convey the message to the reader. This would save the reader’s time as well as arouse interest to read the rest.

3. Be concise and clear
Keep the information to the point, focused and readable. By giving the message a conversational tone, it can be personalized. The language used must be simple and easy to understand. Do not forget to introduce yourself.

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