White Paper: Getting Smart About Bounce Management

Feb 26, 2007 9:20 PM  By

When it comes to bounce data, many companies don’t know how many of their e-mails aren’t being delivered. Others have a general idea, but they can’t tell you why. There are many different reasons for a poor deliverability rate, but the first step toward improving it is to know what it is. The second is to know what’s causing it. This is definitely a situation where what you don’t know can hurt your bottom line.

But a white paper by Redwood City, CA-based e-mail marketer StrongMail, “Getting Smart About Bounce Management,” smart bounce management is vital to improving your e-mail deliverability because you can’t manage what you can’t measure.

Most companies today either underestimate the value of their bounce data, or they don’t examine the right data. A comprehensive bounce management system allows companies to quantify their delivery rate, isolate the exact reason for failure, diagnose the underlying causes, and take corrective action to proactively manage their e-mail lists, change their practices, and safeguard their reputation.

But e-mail delivery rates are only as accurate as the underlying data, and getting it right is easier said than done.

To build a smart bounce management capability, StrongMail advises taking these four steps:

  1. Capture all data streams. You need to capture all the data streams, including asynchronous and synchronous bounces.
  2. Interpret data. You need to process bounce data and correctly interpret numerous messages that are often inconsistent.
  3. Organize data. After acquiring the data, you need to organize it into logical categories, such as hard bounce, soft bounce, block, and technical failure.
  4. Make data actionable. Once organized, you need to produce the kinds of reports that make the data actionable in addressing the causes of failure.