In Salesforce Marketing Cloud, what are bounces?
A bounce is a message that is returned to the Salesforce Marketing Cloud to explain why an email message cannot be delivered to the subscriber's email address. Following is a list of the types of bounces.
A soft bounce occurs when the email server rejects the email message due to a seemingly temporary condition, such as:
- Address is temporarily unavailable due to an inactive or temporarily disabled mailbox
- Recipient's mailbox is full
- Temporary domain failure
The Marketing Cloud will make 288 attempts to deliver the email message. If all attempts are unsuccessful, it is considered a soft bounce.
Types of soft bounces include:
- Block bounce: Occurs when the email server rejects the email message due to filter issues, such as:
- Blacklisted IP address
- Content-related issues
- URLs within the email message are blocked
- Improper authentication
- Technical bounce: Occurs when the email server rejects the email message due to technical errors, such as:
- The server is too busy/temporarily overwhelmed
- Formatting or line length errors
- Network connection lost or timed out
A hard bounce is an email message that is undeliverable for permanent reasons, such as:
- Bad/nonexistent domain
- Invalid or fake email address
- High number of unknown/inactive addresses on a list
If a subscriber's status changes from "Active" to "Bounced", Marketing Cloud will not attempt to send the email message. Consider removing all hard bounce email addresses from your list.