Some users may shut down or simply abandon their email accounts, or move on from jobs where their email was hosted until the inbox fills up and can no longer accept messages. When you attempt to send an email to these addresses, it will be registered as a "bounce"
The more bounces you receive when you send an email, the more your sender reputation will be impacted. Spammers, because they do not want to allocate resources or time, will often have high bounce rates.
That's why it's important to ensure that all of your bounced or bad addresses are regularly removed from your email database.
Here are some simple to follow steps to help keep your lists Clean and up to date:
- Unsubscribe and Deactivate or delete "hard" bounces (a contact that has bounced 3 times or more). These addresses are "dead" and of no use anymore.
- Give Subscribers an "Update profile" option in your emails. Try placing a link next to your "Unsubscribe" link. Users can then update their details.
- Use a double "opt in" process. This ensures the address is valid and that the subscriber wants to receive mail from you.
- Don't buy or rent email lists, addresses on these lists haven't agreed to receive mail from you. Users may be inclined to mark your mail as Spam.
- Check your "soft" bounces for simple spelling errors like- email@example.com or firstname.lastname@example.org
Before you launch your next campaign, take a few minutes to make sure your list is sparkling clean. This will not only keep a good score with ISP's and prevent bans, it will deliver more responses and increase end user engagement.