Email Deliverability

Tackle bounces and failure while your emails get delivered without a hitch!

When you are sending a large number of emails, it is inevitable that some will bounce. There are many reasons for emails getting bounced by receiving server.

The reasons can be:

• A typo in the email address,

• The receiving email server is down,

• The recipient's mail account is deleted, or something else.

How Growlytics handles delivery failures and bounces?

When Growlytics receives bounces and complaints, it internally marks the email invalid, making sure no more communication happens on that email and your domain reputation is maintained.

The following table explains the reasons for emails not getting delivered, their details, and what Growlytics does in these scenarios.

Reason	Type	Description	Growlytics Action
Bounce	Hard Bounce	An email account is deleted or email address is invalid.	Mark email as invalid and don't send emails.
	Soft Bounce	Email storage is full or for some reason can't accept emails right now.	Don't send emails for the next 5 days.
	Autoresponder	Out of Office, "Your message was received", etc.	No action.
Spams	Complaint	Email owner marked your email as spam.	Mark email as invalid and don't send emails.
	Blocked	The recipient email server stopped accepting emails for some reason.	Mark email as invalid and don't send emails. It is advised that you investigate why this is happening with your ESP.
	Notification	The recipient email server blocked delivery of an email due to do domain or IP reputation problem.	Mark email as invalid and don't send emails. It is advised that you investigate why this is happening with your ESP.

What should you do for handling bounces?

In most cases, Growlytics automatically handles different bounce and spam scenarios. But for the following scenarios, it's better if you get in touch with your Email Service Provider and investigate the root cause of delivery failure and fix it.

1. Domain Reputation Issue: If emails are bouncing under this category, it's better if you get in touch with your ESP, discuss the root cause, and fix the issue.

2. Spam (Blocked): For this category, Growlytics does mark emails as invalid. But if this happens for the bulk of the emails, it's better you get in touch with your ESP, discuss the root cause, and fix the issue.

While Growlytics, automatically handles the bounces, there are certain scenarios that you should look into and fix it manually.

The normal trend for email delivery failures can be broken down into the following percentages. If your email delivery failures are in this category, this is a normal trend, but if it's not in range, then you should investigate the reason for it and fix it.

Category	Percentage
Hard Bounces	80% of delivery failures
Soft Bounces	10% of delivery failures
Spam complaints/notifications	3% to 4% of delivery failures
Other	1% to 2% other delivery failure reasons.

These numbers will give you a fair idea of what to expect when emails are not delivered.

Best practices to reduce email bounces

Click here to learn more about how you can reduce the number of emails getting bounced.