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Every email marketer has encountered bounced emails, absolutely everyone. Bounces are when you send an email to several addresses, but some of them respond by sending the email back. That is, the server tells you that it couldn't deliver those particular emails. Why does this happen? In fact, for many reasons, but there are two most common ones that account for 90% of cases. These are "Hard bounces" and "Soft bounces" . Below we will tell you how they differ from each other.

of these two types of returns that is very important for an email marketer who wants to achieve results with a clean base. In part, the work on the ideal email base begins with "returns" . Some servers rich people data have restrictions on returns, some have a strict filter for accounts with a dubious history of "returns" and this is only the tip of the iceberg. So let's begin:


Hard returns

One of the most unpleasant things that can happen to a marketer is "hard bounces" , and if their number is too large, then you can't imagine anything worse. Why? In itself, this type of bounce is letters returned back and marked as undelivered. This happens, in most cases, due to a "dirty" email address base. That is, these are simply non-existent addresses or addresses written with errors. In some cases, the cause may be the servers of both the sender and the recipient. Both the first and the second can block the server of the sender or the recipient, but this is a rather exotic option. In addition, some servers may consider "soft" bounces as "hard", on the one hand, this is correct, but for the marketer it is a headache and the loss of potential subscribers, and, accordingly, conversions. Below we will tell you what "soft bounces" are.