Definition:
Soft bounce isa term used in email marketing campaigns and refers to all messages sent by email that have not been able to reach their destination due to a temporary problem with a valid email address.
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Reasons why a soft bounce may occur
There are many reasons why an email marketing campaign can suffer a soft bounce. Mainly it is usually due to an error or with the inbox or with the receiver’s server.
We list some of the most common assumptions for a soft rebound to occur:
- The mailbox is full.
- The mailbox is not configured correctly.
- The mailbox is inactive.
- The recipient’s email server has gone down or is offline.
- The recipient’s email server has received too many emails over a period of time.
- The email message is too large to be sent.
- The domain name does not exist.
- The e-mail message has been blocked because of the content.
- The e-mail message does not comply with the policies of the recipient’s server.
- The e-mail message does not comply with the anti-spam policy of the recipient server.
- The e-mail message does not meet the sending requirements of the recipient’s server.
- E-mail cannot be transmitted between mail servers.
- Email cannot be transmitted for unknown reasons
What happens next?
When a soft bounce occurs, several things can happen:
- Shipments will arrive late in the recipient’s inbox, once the problem has been resolved.
- If the problem persists after 72 hours, the sends will return to the sender of the emails. This is what is known as a hard bounce.
Frequently asked questions about Soft Bounce
What does Soft Bounce mean in digital marketing?
Soft Bounce refers to the concept described in this glossary entry: Definition: Soft bounce isa term used in email marketing campaigns and refers to all messages sent by email that have not been able to reach their destination due to a temporary problem with a valid email address. Reasons why a soft bounce may occur There are many reasons why an email marketing campaign can suffer a soft bounce. It gives teams a shared vocabulary for analysing digital projects.
When should teams pay attention to Soft Bounce?
Teams should review Soft Bounce when it affects acquisition, measurement, user experience, content, automation or campaign performance. The important step is to connect the definition with a real decision.
How is Soft Bounce used in a digital strategy?
Soft Bounce is used by translating the concept into practical checks: where it appears in the funnel, which data or channel is involved and whether it needs optimisation, monitoring or documentation.
What is a common mistake when interpreting Soft Bounce?
A common mistake is using Soft Bounce too broadly. It is better to verify the context, the tool or the metric involved before making strategic or technical conclusions.