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Understanding Hard and Soft Bounces in Email Campaigns

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Last Updated: September 4, 2008 11:40 AM

A hard bounce occurs when Express Email Marketing sends a campaign email to an invalid address and the email message is returned as undeliverable. For example, the domain name may not exist or the recipient is unknown.

A soft bounce occurs when a campaign email reaches the intended mail server but bounces back before it can reach the recipient (for example, if the recipient's email account is full). If your campaign receives a soft bounce from an Active address, the address is still recognized as valid.

If your campaign receives a hard bounce from an Active address, it follows the rules you set for undeliverable addresses. You set the option in your Account Settings.

  • If you selected "Disabled," the status changes from Active to Disabled in the subscriber list.
  • If you selected "Removed," the email address is removed.
  • If you selected "Do Nothing," the subscriber remains Active.

However, if your campaign receives a hard bounce from an Unverified subscriber email address, we automatically remove the address from your subscriber list. To receive your campaign emails, the owner must use the sign-up form on your Web site to enter a valid email address.