The process of email bounce sorting is one of the most important parts of having good email deliverability. The cleaner the list you have, the less chance you have of causing your email to be blocked because of sending emails to addresses that are no longer in use or have been abandoned.
We recently took over two large accounts from Course Trends. When we imported the data from their servers into ours the data was so bad that it wasn’t even accepted by our first mail host!
It was full of spam traps and honey pots! (Fake emails designed to blacklist spammers) When we did manage to get the data loaded on a second option over 3000 names were bad!
What is bad data?
There are two types of email bounces and your email system needs to know how to properly handle them. There are “Hard Bounces” which happen when an email was sent to an email address that is no longer active. These types of bounces should be removed immediately from your email list as the email address is no longer active so there is no reason to send it email. Continuing to do so will dramatically reduce the deliverability of your good emails!
Soft bounces occur when email is sent to an active email address but the email is turned away before being delivered. Most often, the problem is temporary. Temporary issues occur like the mail server might be down or the recipient’s mailbox is full. Soft bounces need to be handled differently because the email address is still active.
The most common way of managing soft bounces is to keep a history on how many times a particular email bounces, and if the bounces occur a certain amount of times with the same error, then you will remove the account from your email list. We remove after 3 bounces.
Feed Back Loop
A feedback loop, sometimes called a complaint feedback loop, is an inter-organizational form of feedback by which an Internet service provider (ISP) forwards the complaints originating from their users to the sender’s organizations. ISPs can receive users’ complaints by placing report spam buttons on their webmail pages, or in their email client, or via help desks. The message sender’s organization, often an email service provider, has to come to an agreement with each ISP from which they want to collect users’ complaints. Your email system needs to be able to process these complaints and remove them from the e-mail list at once.
By Making Sure Your Lists Are Clean, Your Delivery Rates and Therefore Your Open Rates Go Up!
We at Legendary Marketing through our WWW.PiedpiperSolutions.com product clean our clients’ lists every single mailing, it’s obvious to us that most of the other website providers in the golf industry do not. It’s obvious because when a client switches to Legendary Marketing’s Pied Piper Solution their databases shrink by an average of 40%.
That may seem like a bad thing but it is not, because when we clean the lists and send them open rates increase by an average of 15-25%, which is quite astonishing!