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By Louis Chatoff
Soft bounce is a delivery category that refers to messages that cannot be delivered due to temporary problems such as a full mailbox, domain connection issue, or “out of office” notice. But sometimes hard bounces (permanent problems such as invalid address or non existing domain) are wrongly classified as soft bounces. Spending a little time analyzing delivery reports and changing the delivery status of undeliverable soft bounces can greatly reduce potential problems with the ISPs. It is also a good idea to check your mail system’s soft bounce tolerance setting. This is the number of consecutive soft bounces an address receives before being set to inactive. Slightly lowering the soft bounce tolerance can help reduce the number of addresses that will never get delivered. A soft bounce tolerance of 15 to 20 is a good conservative number.
High complaints are still the biggest reason messages do not get delivered or they get routed to the bulk folder. Most reputable email systems will utilize a protocol know as a Feedback Loop to remove list members that hit the ‘Spam’ button, but being proactive and removing lists that tend to generate high complaints will help prevent future complaints that can cause deliverability problems. The old adage “One bad apple…” definitely holds true with email lists.
The best way to build a healthy subscriber base is to prune the deadwood and remove the weeds. Removing email addresses that bounce, or have a higher likelihood of complaints will help keep email lists growing and productive for many seasons to come.
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