Why
Aren't All Your Emails Delivered?
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| Summary:
A softbounce email is an email that gets to the
recipient's email server but is temporarily unavailable
for delivery. This happens to the emails you and
I send more often than we think. Find out how to
manage softbounce emails and improve your communication...read
on. |
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Why Aren't All
Your Emails Delivered?
Not all emails sent are delivered. Yes, this may
come as a surprise; we're sure that when we click the "send"
button, that message will be received. We hit the send button
and turn our backs with a feeling of satisfaction, a job well
done.
Unfortunately, this is not always the case.
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Sending
an email is very much like door-to-door sales in the old-fashioned
sense. The emails you send are like the salespersons,
and they go door-to-door (to different contacts), asking
if the message can be delivered.
First, there's the famous "knock-knock", and
then "Hello there, Mr. or Miss..." coming from
the vacuum cleaner salesperson. |
Then, there are only three possible outcomes to knocking on
the recipient's door:
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1. |
The
recipient is home, available, and the message is delivered:
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Email
Terminology: Available recipient. |
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2. |
The
recipient is not home, and you try again later:
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Email
Terminology: Softbounce recipient. |
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3. |
The
recipient is not home because the house is abandoned:
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Email
Terminology: Hardbounce recipient. |
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The first and the third outcomes (Available and Hardbounce)
are easy to understand; the email is either good, or the email
is dead.
The interesting part of this story is what happens when your
recipient's email is classified as a "softbounce".
To understand a "softbounce" better, I'll define it
further:
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A
"softbounce" is an email that gets as far as
the recipient's email server (front door), but is bounced
back undelivered before it gets to the intended recipient.
Source.
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Why do the emails softbounce?
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The
recipient's inbox is full, or the inbox memory is over
quota. |
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The
recipient's mail server is busy and can't deal with your
message right now. |
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Your
message is put on hold until the server has time to handle
it appropriately. |
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What
can be done to manage "softbounce" emails?
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The
first line of defense is to maintain a clean and up-to-date
email list. This will reduce the amount of softbounces. |
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The
second line of defense is to set a "softbounce management
policy" at the email sending server level. What does
this mean? Your IT person gives the email sending server
instructions as to what to do with the returned softbounce
email. For example, all the eNewsletters we produce for
our clients that softbounce are redelivered every three
hours for the next 72 hours, in an attempt to complete
the delivery. |
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Do
you have to worry about softbounces if you're sending one email
to one recipient?
Probably not, unless it's a super important message and you
want to ensure the recipient gets it. Softbounce emails really
become a concern when you're communicating to a large group:
you've spent time, money, and effort in creating a message,
and you want to ensure that it reaches the largest number of
recipients possible. Keep in mind that the best thing you can
do to manage softbounce emails is to keep your email list updated.
I hope I was able to shed some light on the ever-changing and
complex world of email communications.
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As
always, we are here to help. If you are interested
in starting or improving on your eNewsletter program
contact
us.
Marcos J. Menendez
President
Loop Consulting Group, LLC
mmenendez@loopconsulting.com |
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Loop Consulting Group, LLC helps businesses
use eNewsletters to achieve their marketing, sales, and communications
goals successfully.
Loop Consulting Group, LLC.
9485 S.W. 72nd St.
Suite A-204
Miami FL. 33173
P. 305.271.9915
F. 514.510.7384
Blog: http://www.loopconsulting.com/blog/
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