What's the Difference Between a Hard Bounce and a Soft Bounce?

A. If this question evokes images of ping pong or trampolines, it's time to put on your e-marketing hat and read on …

In the context of email marketing campaigns, a 'bounce' occurs when an email you intend for a particular recipient is sent back to you as undeliverable. So what do you do when you get a bounce? The action you take depends on the type of bounce.

• Hard bounce — A hard bounce occurs when an email returns to the sender as "host unknown" or "recipient unknown," typically when the email address or domain name is invalid or expired. A hard bounce is almost always permanently undeliverable. The address needs to be deleted or replaced with a valid address.
• Soft bounce — Unlike a hard bounce, the soft bounce occurs when an email address is recognized by the host's mail server but is rejected for other reasons such as a full inbox or short-term server trouble. Soft bounces are most often temporary errors; the email address is valid and the recipient likely will get the next email you attempt to send.

Make your list management simple with state-of-the-art software for tracking hard and soft bounces. Learn how by contacting the professionals at Proven Systems at (800) 720-5398 or info@provensystems.com.

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