Why did a valid email address hard bounce, and how can I resolve it?
Summary
What email marketers say12Marketer opinions
Email marketer from SendPulse explains that a hard bounce happens when an email can’t be delivered for permanent reasons, like an invalid or non-existent email address. It recommends immediately removing hard bounced addresses from your subscriber list to maintain a good sender reputation.
Marketer from Email Geeks suggests that the problem is often on the sender's side, claiming that many bounced email lists contain a significant percentage of valid email addresses, and identifies numerous reasons why these bounces occur. He recommends resending the email to see if it's received.
Email marketer from MailerLite explains that maintaining a clean email list is crucial. They suggest using double opt-in to ensure subscribers have confirmed their email address, which reduces the likelihood of hard bounces from invalid or mistyped addresses.
Email marketer from Reddit explains sometimes Gmail bounces are false positives, especially if it's a recently created or rarely used address. Try sending a test email and also suggest the recipient check their spam folder.
Email marketer from Litmus shares the importance of list validation and recommends scrubbing your email list regularly, especially if you haven't emailed your list in a while, in order to avoid hard bounces.
Email marketer from Email Marketing Forum responds that often a hard bounce happens due to a simple typo in the email address. He suggests double-checking the address before sending and using a confirmation email to prevent this.
Marketer from Email Geeks explains potential reasons for a hard bounce, including DNS issues, problems with the recipient's email infrastructure (like Gmail), sender errors leading to incorrect removal, or ESP errors.
Marketer from Email Geeks shares their experience with hard bounce errors, noting that some email addresses initially flagged as hard bounces were successfully delivered the following day, indicating the potential for false positives.
Email marketer from ZeroBounce responds by highlighting that Email validation tools can detect invalid, misspelled, or inactive email addresses before you send, thus helping prevent hard bounces and improving your sender reputation.
Email marketer from Omnisend responds that maintaining good email list hygiene is important. They recommend segmenting your list and re-engaging inactive subscribers to ensure only active and valid email addresses remain.
Email marketer from EmailToolTester shares that implementing a double opt-in process ensures that the email address is valid and the subscriber actually wants to receive emails, which significantly reduces the likelihood of hard bounces.
Email marketer from HubSpot explains that hard bounces are permanent delivery failures, suggesting reasons include invalid email addresses, domain name issues, or the recipient's server completely blocking delivery. They advise removing these addresses from your list immediately.
What the experts say3Expert opinions
Expert from Spam Resource explains that there could be several reasons for a valid email address to hard bounce, including greylisting issues, temporary server problems on the recipient's end, or overly aggressive spam filters. They suggest checking error logs and contacting the recipient via other means to confirm their address is active.
Expert from Email Geeks states it's often impossible to definitively determine the cause of a hard bounce without access to detailed logs, and even then, the cause might remain unclear. He adds that while Sailthru is a reputable ESP, lower-tier support staff may not have the expertise to accurately diagnose the problem.
Expert from Word to the Wise responds by emphasizing the need for ongoing list cleaning. They describe it as a continuous process, not a one-time event, and that monitoring bounces is part of maintaining good reputation and deliverability.
What the documentation says4Technical articles
Documentation from Google Support explains that sometimes issues with the recipient's email server can cause bounces. If you know the recipient, try contacting them through another method to confirm their email address is active and that their server is functioning correctly.
Documentation from Mailjet explains that a hard bounce indicates a permanent failure to deliver an email. This usually occurs because the email address is invalid or doesn't exist. They suggest cleaning your email list regularly to remove hard bounces.
Documentation from Amazon Web Services explains that hard bounces occur when the recipient's email address is invalid. Amazon SES automatically stops sending to email addresses that hard bounce. It suggests implementing a feedback loop to handle bounces effectively.
Documentation from SparkPost indicates that understanding SMTP bounce codes can help diagnose the reasons behind hard bounces. They suggest checking if the domain exists, if the email address is valid, and whether the recipient server is actively refusing connections.