What causes soft bounces for a single contact and how should they be handled?

Summary

Soft bounces for a single contact are generally caused by temporary issues such as full mailboxes, server outages, or email size limitations. More specific issues like misconfigured on-premise Exchange servers or O365 email forwarding with content filtering can also contribute. The recommended approach is to initially allow the system to retry sending the email. However, if soft bounces persist for a specific contact, it is strongly advised to remove that contact from the mailing list to protect sender reputation and maintain overall email deliverability. Monitoring bounce rates is also crucial for proactively addressing deliverability issues.

Key findings

  • Common Temporary Causes: Full mailboxes, server outages, and email size limitations are common causes of soft bounces.
  • Specific Configuration Issues: Misconfigured Exchange servers or O365 forwarding with content filtering can lead to soft bounces for individual contacts.
  • Automatic Retries: Most email systems automatically retry sending emails that soft bounce.
  • Reputation Protection: Removing persistently soft-bouncing contacts protects sender reputation and maintains deliverability.
  • Importance of Monitoring: Monitoring bounce rates enables proactive identification and resolution of deliverability problems.

Key considerations

  • Initial Retry Period: Allow sufficient time for the system to automatically retry sending emails before taking further action.
  • List Hygiene Practices: Implement and maintain regular list cleaning practices to remove contacts with consistently high soft bounce rates.
  • Threshold for Removal: Establish a clear threshold for the number of soft bounces before removing a contact from the list.
  • Investigate Specific Issues: If possible, investigate specific configuration issues (e.g., Exchange server problems, O365 forwarding) for persistently soft-bouncing contacts.
  • Long-Term Impact: Recognize and address the long-term impact of persistent soft bounces on sender reputation and overall deliverability.

What email marketers say
11Marketer opinions

Soft bounces for a single contact are typically caused by temporary issues like a full mailbox, server problems, or email size limits. These issues may be specific to that contact, such as a misconfigured on-premise Exchange server. The general consensus is to retry sending the email a few times, but if soft bounces persist, the contact should be removed from the mailing list to protect sender reputation and avoid further deliverability issues. Monitoring soft bounce rates is also crucial for adjusting sending practices.

Key opinions

  • Common Causes: Soft bounces are usually caused by temporary issues like a full inbox, server problems, or email size limits.
  • Contact-Specific Issues: Some soft bounces might be due to issues specific to the recipient's configuration, such as a misconfigured on-premise Exchange server.
  • Handling Soft Bounces: Email systems often automatically retry delivery for soft bounces.
  • Persistent Soft Bounces: Contacts with persistent soft bounces should be removed from the mailing list to avoid damaging sender reputation.
  • Monitoring: Monitoring soft bounce rates is important for identifying and addressing deliverability issues.

Key considerations

  • Retry Attempts: Allow the system to retry sending emails that soft bounce.
  • List Hygiene: Regularly clean your email list by removing contacts who consistently soft bounce.
  • Reputation Impact: Persistent soft bounces can negatively impact your sender reputation, so proactive management is essential.
  • Domain vs. Contact: If bounces are only occurring with a single contact and not the entire domain, isolate and address that specific contact.
Marketer view

Email marketer from Mailchimp explains that a soft bounce indicates a temporary delivery issue, such as a full inbox, a server problem, or the email size. Mailchimp automatically handles some soft bounces by retrying delivery, but persistent soft bounces should be removed from your list to avoid deliverability issues.

July 2024 - Mailchimp
Marketer view

Email marketer from Email Marketing Forum User mentions that soft bounces are usually caused by a full inbox or temporary server issues. The user recommends trying to resend the email a couple of times, but if the soft bounce persists, it’s best to remove the address to protect your sender reputation.

May 2024 - Email Marketing Forum
Marketer view

Marketer from Email Geeks answers to turn off a contact if bounces occur with a single contact and not the whole domain.

December 2021 - Email Geeks
Marketer view

Email marketer from HubSpot explains that soft bounces indicate temporary delivery problems, such as a full recipient inbox or server issues. HubSpot suggests automatically retrying delivery for soft bounces, but recommends removing contacts who repeatedly soft bounce to maintain good deliverability and sender reputation.

May 2023 - HubSpot
Marketer view

Email marketer from ActiveCampaign shares that soft bounces can happen because of temporary problems such as a server being down or a full inbox. ActiveCampaign suggests monitoring soft bounce rates. If a contact consistently soft bounces, it might be best to remove them from your list.

January 2022 - ActiveCampaign
Marketer view

Email marketer from Quora user explains that a soft bounce typically means a temporary issue, such as the recipient's server being down or the mailbox being at its limit. They suggest allowing a few retry attempts, but if the soft bounce continues, it's best to remove the email from the list to maintain deliverability.

April 2023 - Quora
Marketer view

Email marketer from Sendinblue explains that soft bounces are temporary delivery failures. They mention reasons such as a full mailbox or server problems. The advice given is that the system will often retry sending the email, but persistent soft bounces should be managed by removing the recipient from the list to maintain a healthy sender reputation.

March 2023 - Sendinblue
Marketer view

Marketer from Email Geeks explains that if the configuration issue is dependent on a specific receiving MX or some customer-related condition, the error could be related to a misconfigured on-premise Exchange server.

September 2024 - Email Geeks
Marketer view

Email marketer from Reddit user shares that soft bounces are often due to the recipient's server being temporarily unavailable or their mailbox being full. They advise to let the system retry a few times, but if the soft bounces persist, it's a good idea to remove the contact from your list to avoid damaging your sender reputation.

August 2021 - Reddit
Marketer view

Email marketer from Litmus explains that soft bounces are generally temporary issues, like a server being down or a full inbox. Litmus recommends that you let the system retry delivery, but if soft bounces persist, consider removing the contact to maintain a healthy list.

April 2023 - Litmus
Marketer view

Email marketer from Neil Patel's Blog shares that soft bounces can be caused by a full inbox, a temporary server issue, or the email exceeding size limits. He advises to monitor soft bounce rates and adjust sending practices accordingly, and that frequent soft bounces should lead to removing the contact from the mailing list to protect sender reputation.

March 2021 - Neil Patel's Blog

What the experts say
2Expert opinions

Soft bounces for a single contact can stem from various underlying issues. One potential cause is an O365 system configured to forward emails to another service, which then blocks the message due to a content filter, resulting in a mail loop. Other reasons for soft bounces include a full mailbox, greylisting, or temporary server outages. While soft bounces are usually temporary, persistent issues from a specific address often indicate a need for list cleaning to maintain a good sending reputation.

Key opinions

  • Mail Loop in O365: O365 systems configured to forward emails to other services with content filters can cause mail loops and soft bounces.
  • Common Soft Bounce Causes: Soft bounces may arise from full mailboxes, greylisting, or temporary server outages.
  • Persistent Soft Bounces: Consistent soft bounces from a specific email address may signal a persistent issue requiring list cleaning.

Key considerations

  • Investigate O365 Forwarding: If encountering soft bounces with O365 users, investigate whether their email is being forwarded to another service with filtering.
  • Monitor Bounce Frequency: Pay attention to the frequency of soft bounces from a specific email address to identify potential persistent issues.
  • List Maintenance: Practice regular list cleaning to remove email addresses that consistently result in soft bounces to maintain a good sending reputation.
Expert view

Expert from Email Geeks shares that the underlying issue can be that the O365 system was configured to forward to something else - and that something else was using a filter that blocked the message and so sent back to O365 and then it ended up in a loop. If it was a content-based filter, that would explain why only some of the messages bounced - those messages were content blocked and the others weren’t. Mentally she treats mail loops from Outlook as a downstream mail block.

July 2023 - Email Geeks
Expert view

Expert from Word to the Wise, Laura Atkins, explains that soft bounces can result from various issues like full mailboxes, greylisting, or temporary server outages. She suggests that these are generally temporary problems, and the server will often retry. However, consistent soft bounces from a specific address indicate a more persistent issue, potentially requiring list cleaning to maintain a good sending reputation.

August 2021 - Word to the Wise

What the documentation says
5Technical articles

Documentation across multiple sources (MailerQ, Amazon SES, Postmark, SparkPost, and Google) indicates that soft bounces are caused by temporary issues, such as a full mailbox, server downtime, or oversized messages. All sources suggest retrying the email delivery initially. However, they uniformly advise that persistent soft bounces should be treated as hard bounces, with the problematic email address removed from the list to protect the sender's reputation and maintain deliverability.

Key findings

  • Temporary Issues: Soft bounces are primarily caused by temporary problems like full mailboxes or server unavailability.
  • Automatic Retries: Email service providers often automatically retry sending emails that initially soft bounce.
  • Reputation Impact: Repeated soft bounces can negatively impact sender reputation and overall deliverability.
  • List Hygiene: Removing email addresses that consistently result in soft bounces is essential for maintaining a healthy email list.

Key considerations

  • Retry Strategy: Allow the system to automatically retry sending emails that soft bounce initially.
  • Monitor Bounce Rates: Actively monitor soft bounce rates to identify potential deliverability issues.
  • Removal Threshold: Establish a threshold for the number of soft bounces before removing an email address from the list.
  • Sender Reputation: Prioritize sender reputation by proactively managing soft bounces.
Technical article

Documentation from Postmark explains that soft bounces are temporary failures like a full inbox or a server issue. Postmark suggests automatically retrying emails that soft bounce but recommends removing contacts who repeatedly soft bounce to maintain good deliverability.

February 2023 - Postmark
Technical article

Documentation from SparkPost explains that soft bounces are temporary delivery failures, often due to a full mailbox or temporary server issues. SparkPost's system retries these emails, but recommends that senders monitor their soft bounce rates and remove addresses that persistently soft bounce to preserve sender reputation.

August 2024 - SparkPost
Technical article

Documentation from Google explains that soft bounces can occur if the recipient's server is temporarily unavailable or their mailbox is full. They suggest retrying the email delivery after some time. However, if the issue persists, it could impact sender reputation, advising to remove the email address from the list.

February 2025 - Google
Technical article

Documentation from Amazon Web Services explains that soft bounces occur due to temporary issues like a full mailbox or temporary server unavailability. Amazon SES automatically retries sending emails that soft bounce, but repeated soft bounces can negatively impact sender reputation. They recommend monitoring bounce rates and removing persistent soft bounces.

June 2023 - Amazon Web Services
Technical article

Documentation from MailerQ explains that a soft bounce indicates a temporary issue, such as the recipient's mailbox being full, the server being down, or the message being too large. It advises to retry sending the email later, as the issue might resolve itself. They also indicate that Repeated soft bounces should be treated as hard bounces.

February 2023 - MailerQ