What are bounces and how are they managed?

What is a bounce

It is a bit like the principle of a postal letter. When an email address no longer exists, you are informed by the recipient's server. A bounce very often takes the form of an e-mail entitled "failure notice" or "Undelivered Mail Returned to Sender", although there are many different formats.


What is the point of cleaning up your bounces?

The cleaning of bounces is of crucial importance! Regular cleaning of your bounces, i. e. removing non-existent addresses from your files, has very positive impacts on your campaigns:

  1. You optimize your database and avoid unnecessarily increasing your mailing volumes by identifying only existing addresses: you reduce the duration of your mailings and mechanically increase the opening rate of your campaigns.
  2. You respect mail servers by avoiding overloading them with unnecessary messages.
  3. You are less likely to be classified as spam: it should be noted that the higher the bounce rate is, the higher the risk of blacklisting is. 
  4. You get rid of the "spamtrap addresses" contained in your database: these are obsolete addresses recycled by email service providers in order to punish senders who do not clean bounces properly. The presence of a single spamtrap address can result in a blacklisting of the sending server and/or sender domain.
  5. You avoid spending email credit on emails that will not work.


How are bounces managed on the OxiMailing platform?

The routing platform automatically manages bounces. When they are received, they are analyzed and different treatment is applied depending on the type of bounce:

  • "Hard bounce" : the recipient's address is automatically added to your NPAI list because it does not exist or no longer exists. Retrying later will not change that, this address becomes useless.
  • "Soft Bounce" : this type of bounce is received when the recipient's mailbox is not temporarily available (especially if the mailbox is full). The address is marked as having generated a temporary bounce but is not added directly to your list of bounces. If, at the end of a certain number of sendings (the number varies according to the frequency of your sendings), we continue to receive temporary bounces for the address, it will automatically be transferred to your bounce list.
Finally, you should know that there are many other types of bounces, and that, for each of them, there are thousands of versions. We carry out a detailed daily analysis to adapt our treatments to these returns.
Where can I find my list of bounces in OxiMailing?
The list is located in the "Account" menu and then "List of bounces".
Please note that any address in this list will be blocked from sending (same as the black list).
You can search / add addresses to the list using the context menu.
Deleting bounces is also possible, but should only be used in exceptional cases.

You cannot comment on this entry