How to tell if soft bounces were eventually delivered?

Summary

Determining if soft bounces were eventually delivered involves analyzing various data points as direct confirmation is often unavailable. Soft bounces are caused by temporary issues (full inbox, server down) and trigger automatic retries. Key indicators include examining email logs for 'delivered' events, monitoring SMTP codes for changes to '250 OK', analyzing trends in soft bounce rates, and tracking user engagement (opens/clicks) on previously soft-bounced emails. ESPs may define and report soft bounces differently, so understanding your ESP's specific practices is crucial. Delivery notification systems can also be used to check for a successful delivery.

Key findings

  • Log Analysis: Examine email logs for 'delivered' events matching previous soft bounce attempts. Cross-reference using VERP when available.
  • SMTP Codes: Monitor SMTP codes; a change from an error to '250 OK' indicates successful delivery after a retry.
  • Bounce Rate Trend: A decrease in soft bounce rates over time suggests successful retries for a campaign or segment.
  • Engagement Tracking: Monitor opens and clicks on emails that previously soft bounced; engagement suggests successful delivery.
  • Delivery Notifications: Check for delivery notifications from your ESP or infrastructure provider, indicating the message was delivered successfully even after the initial soft bounce.
  • Automatic Retries: Understand transient failures are retried, that's part of the normal email process.

Key considerations

  • ESPs Definitions: ESPs may define and report soft bounces differently, impacting how you interpret the data.
  • Data Availability: ESPs have delivery data but may not always make it available; inquire about access options.
  • System Implementation: Implementing a system for tracking email delivery status can provide better insights.
  • Monitoring: Constant monitoring is needed to identify trends and quickly react to delivery issues.
  • Reporting Delays: Some ESPs may not report a soft bounce until after a certain number of failed attempts.

What email marketers say
8Marketer opinions

Determining if a soft bounce was eventually delivered requires analyzing email logs, SMTP codes, and engagement metrics. Direct confirmation is often unavailable, but examining delivery receipts, and a decrease in soft bounce rates over time, are good indicators. Tracking engagement (opens/clicks) on previously soft-bounced emails can also suggest successful delivery. Soft bounces indicate temporary issues like full inboxes or server problems, and servers should automatically retry delivery.

Key opinions

  • Log Analysis: Examine email logs for 'delivered' events that match previous soft bounce attempts. Cross-reference using VERP when applicable.
  • Bounce Rate Trend: A decrease in soft bounce rates over time suggests successful retries for a campaign.
  • SMTP Codes: Monitor SMTP codes for changes from error codes to '250 OK,' indicating successful delivery.
  • Engagement Tracking: Track opens and clicks on emails that previously soft bounced as indicators of successful delivery.

Key considerations

  • Direct Confirmation: Directly 'telling' if a soft bounce was delivered is often impossible; rely on indirect indicators.
  • Alternative Channels: Consider engaging subscribers through alternative channels if email delivery remains problematic.
  • Automated Retries: Email servers automatically retry soft bounces; monitoring is crucial to understand delivery outcomes.
  • System Implementation: Implement tracking systems to monitor delivery statuses after initial soft bounces.
Marketer view

Marketer from Email Geeks explains to look for a delivered event in your logs that matches the soft bounce and cross-reference in your own logs, especially when using VERP.

November 2023 - Email Geeks
Marketer view

Email marketer from Stack Overflow suggests implementing a system to track email delivery status. Check for 'delivered' receipts after the initial soft bounce. If a delivery receipt is found, the email was delivered after retries.

August 2023 - Stack Overflow
Marketer view

Email marketer from Gmass Blog explains that tracking engagement, such as opens and clicks after the initial soft bounce, could indicate a successful delivery. Check your email marketing platform to see if users are engaging with previously soft bounced emails.

September 2021 - Gmass Blog
Marketer view

Email marketer from Email Provider Forum responds that using SMTP codes will determine if the mail was delivered, as you can see if the message went from an error to a 250 ok - meaning the email was delivered.

December 2021 - Email Provider Forum
Marketer view

Email marketer from Mailjet Blog explains that you can't directly 'tell' if a soft bounce was eventually delivered. Instead, you should look for a decrease in soft bounce rates over time for a specific campaign. This suggests retries were successful. Also consider analysing delivery logs to confirm.

March 2023 - Mailjet Blog
Marketer view

Email marketer from Neil Patel's Blog explains that soft bounces indicate a temporary delivery issue (full inbox, server down) and suggests monitoring bounce codes and engaging those subscribers through alternative channels.

April 2022 - Neil Patel's Blog
Marketer view

Email marketer from Reddit shares that they check email logs for delivery confirmations after soft bounces. If an email shows as 'delivered' after initially soft bouncing, it means the server retried and succeeded.

August 2024 - Reddit
Marketer view

Email marketer from Sendinblue Blog shares that soft bounces happen for temporary reasons, like a full inbox or server issues, and that the server should automatically attempt to deliver the mail several times. They also note that if it continues to soft bounce, it will eventually turn into a hard bounce.

October 2021 - Sendinblue Blog

What the experts say
4Expert opinions

Determining if a soft bounce was eventually delivered involves understanding that ESPs may define and report soft bounces differently. ESPs possess data on delivery attempts, including retries, and their data availability should be investigated. Successful delivery attempts after initial soft bounces, opens, and clicks can indicate ultimate delivery. If the email is never delivered it will eventually turn into a hard bounce.

Key opinions

  • ESPs Data: ESPs have delivery data, including retries; inquire about data availability.
  • Delivery Indicators: Successful delivery attempts, opens, and clicks after soft bounces suggest eventual delivery.
  • Retries: Temporary failures trigger automatic retries by the email server.

Key considerations

  • ESPs Definitions: Soft bounce definitions vary among ESPs.
  • Reporting Delays: ESPs may not report soft bounces until after a designated number of retries.
Expert view

Expert from Email Geeks shares her experience that many ESPs don’t report a soft bounce until delivery fails after the designated number of retries. They don’t report anything if it’s still in a queue.

October 2022 - Email Geeks
Expert view

Expert from Email Geeks shares that there is no universally accepted definition of a soft bounce, as ESPs use the term differently. ESPs have the data on whether a message was delivered, including delivery time and retries, so ask the ESP if they make that data available. Also advises to look for a successful delivery attempt to the same recipient from the same campaign to identify a retry being delivered.

November 2021 - Email Geeks
Expert view

Expert from Email Geeks suggests opens and clicks as indicators of delivery.

November 2024 - Email Geeks
Expert view

Expert from Word to the Wise responds to a query that temporary failures are retried, that's part of the normal email process. So, the server keeps trying until either the email is delivered, or it fails to be delivered, in which case you'll likely get a hard bounce.

October 2024 - Word to the Wise

What the documentation says
4Technical articles

According to technical documentation, determining if soft bounces were eventually delivered involves actively monitoring delivery notifications and analyzing SMTP response codes. Transient failures, which trigger soft bounces, lead to automatic retries by the sending system. Successful delivery is indicated by receiving a '250 OK' SMTP response after a soft bounce, or by receiving explicit delivery notifications for previously soft-bounced addresses. Continuously monitoring these indicators is crucial for identifying delivery trends.

Key findings

  • Delivery Notifications: Delivery notifications confirm successful deliveries, even after initial soft bounces.
  • SMTP Analysis: A '250 OK' SMTP response following a soft bounce indicates successful delivery after a retry.
  • Automatic Retries: Sending systems automatically retry delivery following transient failures that cause soft bounces.

Key considerations

  • Configuration: Specific services may require configuration to receive bounce and delivery notifications.
  • Continuous Monitoring: Ongoing monitoring of SMTP responses and delivery notifications is essential for identifying trends.
Technical article

Documentation from MailerQ explains that delivery notifications indicate successful deliveries. If a delivery notification comes after a soft bounce, it means that MailerQ has successfully delivered the message.

November 2024 - MailerQ Documentation
Technical article

Documentation from RFC 5321 explains transient failures include conditions such as "mailbox is full", "connection refused", or "server down". The sending system should retry delivery.

July 2022 - RFC 5321
Technical article

Documentation from SparkPost explains that analyzing SMTP response codes is crucial. A 250 OK response after a previous soft bounce attempt indicates successful delivery. However, constant monitoring is needed to identify trends.

August 2021 - SparkPost Documentation
Technical article

Documentation from Amazon Web Services explains that to track successful delivery after a soft bounce, you can configure Amazon SES to send bounce and delivery notifications to an Amazon SNS topic. Reviewing the delivery notifications related to previously soft-bounced addresses can indicate successful delivery on a retry.

December 2021 - Amazon Web Services Documentation