Bounces happen when an email can't be delivered. Below, you'll learn about hard bounces, how to reduce the number of hard bounces, and thresholds for hard bounces in AMS+.
IN THIS ARTICLE
Hard Bounce Definition
A “hard bounce” is an e-mail message that has been returned to the sender because the recipient's address is invalid. In order to maintain a high-level of deliverability within our platform, we monitor how many email addresses are reported back as a hard bounce.
For hard bounces, AMS+ removes the undeliverable, bounced email addresses from your list.
Reducing Hard Bounces
Keeping your bounce rate low and consistent is an important part of email list hygiene. If you see your bounce rate climbing it could mean a number of things including bad data, old email addresses, etc. We suggest taking some time to review the email addresses in your account to ensure contact information is up to date.
Bounce rate is the percent of emails you sent that bounced. Having a bounce rate higher than the accepted threshold may cause sending emails from your account to be disabled. Consistently sending bounces can affect your email sending reputation and the deliverability of your emails.
If any specific campaign/workflow or a combination of campaigns or workflows within your account generate a bounce rate of 10%, your account will be disabled. Learn more about how AMS+ handles thresholds in our article on Thresholds & Disabling.