Why are emails hard bouncing then opening and clicking links later?

Summary

Emails can hard bounce initially but still register opens and clicks later due to a complex interplay of factors. These include delayed bounces triggering content/link scanners, VERP configuration issues, inaccurate bounce categorization, filter soft rejections followed by retries, nuanced rejection points (connect/helo, mail from, rcpt to, data), greylisting practices, asynchronous bounce processing in services like AWS SES, temporary server unavailability, and prefetching of links. Security software and spam filters can trigger opens and clicks even without actual user interaction. Underlying this behavior are technical factors such as SMTP error codes allowing for retries and the implementation of deferred delivery by MTAs. Errors in reporting and initial blocking with subsequent acceptance also contribute to the phenomenon. Understanding the nuances of SMTP standards, bounce processing, security software impact, and greylisting is crucial for accurate interpretation of email deliverability metrics.

Key findings

  • Content/Link Scanners: Delayed bounces lead to content and link scanners triggering opens and clicks.
  • VERP Misclassification: Spam sent to bounce addresses in VERP can be incorrectly counted as hard bounces.
  • Reporting/Bounce Management Issues: Multiple hard bounces on the same address often indicate problems with reporting or bounce management.
  • Soft Rejections & Retries: Filters may initially reject emails after DATA, but subsequent retries can succeed.
  • Rejection Point Significance: Rejections at different points carry different meanings.
  • Greylisting: Greylisting temporarily rejects emails, then accepts them after a retry.
  • Asynchronous Bounce Processing: Opens/clicks can register before bounce notifications.
  • Prefetching of Links: Email clients prefetch links before user interaction.
  • SMTP Error Code Retries: Servers might accept delivery after an initial error due to changed conditions.
  • Deferred Delivery: MTAs retry initially bounced messages, potentially leading to successful delivery.
  • Security Feature impact: Safe Links features can trigger clicks even if the email is eventually blocked.
  • Transient SMTP Failures: Automated retries after transient failures can result in successful delivery.

Key considerations

  • VERP Implementation: Carefully implement VERP, parsing bounces and considering expiring addresses.
  • Investigate Bounce Management: Thoroughly investigate reporting and bounce management systems for accuracy.
  • Monitor Filter Behavior: Track soft rejections and filter behavior affecting delivery.
  • Understand Rejection Reasons: Pay attention to the specific rejection reason for better diagnosis.
  • Greylisting Considerations: Factor in the impact of greylisting on email delivery and reporting.
  • Analyze Security Feature Impact: Recognize the influence of security features on click metrics.
  • Review SMTP Standards: Understand SMTP error codes and retry mechanisms.
  • Account for MTA Behavior: Factor in how MTAs implement deferred delivery.
  • Assess Transient Failures: Consider that transient SMTP failures may lead to eventual successful delivery.
  • Review your ESP: Check that your ESP has configured systems correctly.

What email marketers say
10Marketer opinions

Emails might hard bounce initially but still register opens and clicks due to several reasons. These include delayed bounces and subsequent scanning by content/link scanners, inaccurate bounce categorization by ESPs, greylisting delaying delivery, security software triggering events before inbox delivery, delayed processing of bounce messages, errors in bounce reporting, prefetching of links by email clients, interaction of spam filters with email content, and temporary server unavailability followed by successful retry. Therefore, a hard bounce followed by opens/clicks does not necessarily indicate an error, but requires careful interpretation of bounce data and server behavior.

Key opinions

  • Content/Link Scanners: Delayed bounces can lead to content and link scanners triggering opens and clicks.
  • Inaccurate Bounce Categorization: Temporary delivery issues may be misclassified as hard bounces.
  • Greylisting: Receiving servers may temporarily reject emails, then accept on retry.
  • Security Software: Security software can trigger opens/clicks before actual inbox delivery.
  • Delayed Bounce Processing: Open/click events might be registered before bounce status is fully processed.
  • Bounce Reporting Errors: Errors in how sending platforms report bounces.
  • Link Prefetching: Email clients prefetch links before end-user interaction.
  • Spam Filter Interaction: Spam filters trigger link clicks even if the message isn't delivered.
  • Server Retries: Temporary server unavailability followed by successful retry.

Key considerations

  • Investigate Bounce Reasons: Always examine the specific bounce reason provided by the receiving server.
  • Review Bounce Categorization: Ensure the accuracy of your ESP's bounce categorization settings.
  • Monitor Delivery: Keep watch on deliverability metrics to spot trends.
  • Analyze Security Software Impact: Take into account influence of security software on open/click data.
  • Account for Retries: Acknowledge potential of server retries affecting delivery timing.
  • Implement Greylisting: Consider how greylisting influences email delivery.
  • Check Reporting: Look into delayed processing on the ESPs side.
Marketer view

Email marketer from Campaign Monitor explains that if a receiving server is temporarily unavailable and subsequently available after a retry, the email may get delivered. It results in opens/clicks after the initial bounce report.

June 2021 - Campaign Monitor
Marketer view

Email marketer from EmailOnAcid shares that security software can trigger opens and clicks before the email reaches the inbox. If the email hard bounces and the security software scanned it, this behavior may occur.

December 2022 - EmailOnAcid
Marketer view

Email marketer from Reddit suggests that the issue might be due to greylisting. The receiving server temporarily rejects the email, then accepts it on a retry. The initial rejection may register as a hard bounce.

August 2021 - Reddit
Marketer view

Email marketer from Litmus explains that a recipient's email client might prefetch links. This will result in recorded link clicks before the email has actually been opened or read by the end user.

May 2021 - Litmus
Marketer view

Email marketer from Quora proposes that there might be errors in how the sending platform reports bounces. A temporary server issue could be logged as a hard bounce, while the email is ultimately delivered.

July 2021 - Quora
Marketer view

Marketer from Email Geeks suggests that if the bounces are delayed, clicks/opens can be triggered by content/link scanners.

April 2022 - Email Geeks
Marketer view

Email marketer from SendGrid Help Center explains that bounce categorization can sometimes be inaccurate. A temporary issue might be misclassified as a hard bounce, and if the issue resolves quickly, the email might still be delivered and interacted with.

March 2024 - SendGrid Help Center
Marketer view

Email marketer from StackOverflow suggests that sometimes there can be a delay in processing bounce messages. The open and click events might be registered before the bounce status is fully processed and updated in the system.

November 2023 - StackOverflow
Marketer view

Email marketer from SparkPost indicates that spam filters could interact with the email content. This triggers link clicks and potentially open events, even if the message is not ultimately delivered to the recipient's inbox.

June 2024 - SparkPost
Marketer view

Email marketer from Mailjet Help Center explains that this can happen if a recipient's server initially rejects the email (hard bounce) but later accepts it, possibly after a retry. The open/click could be due to the email eventually reaching the inbox or being scanned by security software.

December 2021 - Mailjet Help Center

What the experts say
6Expert opinions

Emails experiencing hard bounces followed by opens and clicks can stem from several underlying causes. These include VERP implementation issues where spam to the bounce address is misclassified, general problems with reporting and bounce management, soft rejections by filters after data transmission followed by successful retries, the nuances of different rejection points (connect/helo, mail from, rcpt to, data), initial blocking and subsequent acceptance after retries, and greylisting practices causing temporary rejections. Essentially, such behavior highlights the complexity of email delivery, requiring careful attention to configuration, reporting, and transient server behavior.

Key opinions

  • VERP Misclassification: Spam sent to bounce addresses in VERP can be incorrectly counted as hard bounces.
  • Reporting/Bounce Management Issues: Multiple hard bounces on the same address often indicate problems with reporting or bounce management.
  • Soft Rejections & Retries: Filters may initially reject emails after DATA, but subsequent retries can succeed, leading to opens/clicks.
  • Rejection Point Significance: Rejections at different points (connect/helo, mail from, rcpt to, data) carry different meanings.
  • Initial Blocking Then Acceptance: Emails may be initially blocked then accepted on a retry.
  • Greylisting: Greylisting temporarily rejects emails from unfamiliar sources, then accepts them after a retry.

Key considerations

  • VERP Implementation: Carefully implement VERP, parsing bounces and considering expiring addresses.
  • Investigate Bounce Management: Thoroughly investigate reporting and bounce management systems for accuracy.
  • Monitor Filter Behavior: Track instances of soft rejections and the behavior of filters impacting delivery.
  • Understand Rejection Reasons: Pay attention to the specific rejection reason (connect/helo, etc.) for better diagnosis.
  • Account for Blocking Acceptance: Monitor instances when systems block the message, and then later accept the email.
  • Greylisting Considerations: Factor in the impact of greylisting on email delivery timelines and reporting.
Expert view

Expert from Email Geeks mentions that rejections on connect/helo, mail from, rcpt to, and data can all have different meanings, highlighting the complexity of bounce reasons.

August 2022 - Email Geeks
Expert view

Expert from Email Geeks suggests that multiple hard bounces on the same email address indicate issues with reporting or bounce management, and recommends investigating further.

February 2022 - Email Geeks
Expert view

Expert from Spam Resource explains that one reason is greylisting, where servers temporarily reject emails from unfamiliar sources, then accept them after a retry, leading to delayed delivery and potentially opens after an initial bounce.

February 2022 - Spam Resource
Expert view

Expert from Word to the Wise explains that it could be a result of initial blocking followed by acceptance on a retry. This would result in an email first being blocked before eventually going through.

July 2023 - Word to the Wise
Expert view

Expert from Email Geeks shares an experience where a filter soft rejected mail after DATA, holding it in a queue for 2 hours. During this time, link clicks and image pixel loading were observed. The message was accepted on the second delivery attempt.

December 2022 - Email Geeks
Expert view

Expert from Email Geeks explains that when using VERP, spam sent to the bounce address can be counted as a hard bounce incorrectly. Recommends parsing to ensure it's a real NDR or expiring VERP addresses after sending.

October 2022 - Email Geeks

What the documentation says
5Technical articles

Emails hard bouncing then registering opens/clicks can be attributed to several technical factors. Servers might initially issue a 5xx error but later accept delivery due to improved conditions or retries, as defined in SMTP standards. Mail transfer agents like Postfix implement deferred delivery, retrying bounced messages successfully later. Security features like Microsoft's Safe Links scan URLs and register clicks despite eventual blocking. Asynchronous bounce processing, particularly in services like AWS SES, can lead to opens/clicks registering before bounce notifications. Finally, transient SMTP failures, according to IETF standards, prompt automated retries that might succeed.

Key findings

  • SMTP Error Code Retries: Servers might accept delivery after an initial 5xx error due to changed conditions.
  • Deferred Delivery: MTAs like Postfix retry initially bounced messages, potentially leading to successful delivery and opens/clicks.
  • Safe Links Scanning: Safe Links features can trigger clicks even if the email is eventually blocked.
  • Asynchronous Bounce Processing: Opens/clicks can register before bounce notifications, especially in services like AWS SES.
  • Transient SMTP Failures: Automated retries after transient failures can result in successful delivery.

Key considerations

  • Review SMTP Standards: Understand SMTP error codes and retry mechanisms for accurate interpretation.
  • Account for MTA Behavior: Factor in how MTAs implement deferred delivery when analyzing bounce data.
  • Analyze Security Feature Impact: Recognize the influence of security features like Safe Links on click metrics.
  • Monitor Bounce Processing: Be aware of asynchronous bounce processing in services and its effects on reporting.
  • Assess Transient Failures: Consider that transient SMTP failures may lead to eventual successful delivery.
Technical article

Documentation from RFC Editor details SMTP error codes, including temporary (4xx) and permanent (5xx) failures. A server might initially return a 5xx error but, due to network conditions or configuration changes, later accept a re-attempted delivery. Opens/clicks would then be registered.

June 2021 - RFC Editor
Technical article

Documentation from Postfix.org explains that Postfix, a mail transfer agent, implements deferred delivery. If a message initially bounces, Postfix will attempt to deliver it again later. If the later attempt succeeds, the message is delivered, and the user may open and click links.

January 2023 - Postfix.org
Technical article

Documentation from IETF defines transient SMTP failures. Some systems are designed to automatically retry sending an email. The retries could succeed in the time between the hard bounce occurring and the system logging the open/click.

June 2021 - IETF
Technical article

Documentation from Microsoft explains that the Safe Links feature in Microsoft Defender scans URLs in emails. This scan can trigger a click event even if the email is eventually blocked or bounced due to another issue.

November 2022 - Microsoft Documentation
Technical article

Documentation from AWS explains that using services like SES (Simple Email Service), the bounce processing can sometimes be asynchronous. Meaning that the system could register opens/clicks before fully processing the bounce notification.

January 2023 - AWS Documentation