All email marketing service providers, at least ones that do care about their customers, take great pains to ensure that bounce management is handled carefully, without sacrificing any efficiency on either side. Email bounces are particularly dangerous, especially if they happen in large numbers, which could result in ISPs permanently blocking the user from sending any kind of mail to their subscribers. If the ESP is especially negligent and didn’t clean bounces from their list, a customer could even run into trouble with the law, resulting in fines and imprisonment. Emercury doesn’t want that to happen, so they devised an efficient way to manage email bounces.
Basically, eMercury manages email bounces in the most efficient (and probably the only safe) way an ESP could – by performing in-depth, ongoing analysis of bounce headers in order to create a very powerful bounce back interpreter that is constantly learning and increasing its efficiency.
One of the bigger factors that eMercury uses to manage bounced mails is engagement activity. Basically, we don’t automatically delete something just because it bounced or the receiving server tells us that the recipient server doesn’t exist. This is important, and makes a lot of difference, because sometimes hitches on the other end could temporarily result in a user account being non-existent, or some admins get clever enough with the replies that accidentally trick automated systems into thinking that a user account doesn’t exist.
With eMercury, we don’t rely exclusively on what the receiving server tells us. We also check the open and click activity for the last 45 days, in order to ensure that we’re not just blindly cleaning a recipient from a list. If we see that there’s recent activity and their account used to work in the last few days, we give them a few more chances (how many would depend on the frequency of activity. Accounts showing a large amount of activity in the last 45 days will get more chances, accounts that had less and infrequent activity will get less.) If we see that there’s extremely little or no previous activity by the recipient, it gets cleaned under the same rules.
Now, there’s no reason for us to get into specifics or to provide hard stats and figures about what constitutes a recipient to be deleted vs. a recipient that will be kept, because the algorithm is constantly being tweaked. The main point is that eMercury does not rely solely on a stagnant algorithm to manage email bounces. Ours is an efficient and constantly evolving system that will allow our clients to go about their businesses without worrying too much about how bounce rates are affecting their operations.
Tags: email marketing tips