records a bounce when an email cannot be delivered to the prospect. Emails can bounce for various reasons, and, depending on those reasons, there are two types of bounces: hard and soft.


Hard and soft bounces

When an email bounces, the recipient's (prospect's) server will send you a notification with an error message indicating the issue. Depending on whether or not that issue is permanent, we speak of a hard or soft bounce.

Soft bounce

A soft bounce happens when an email could not be delivered to the prospect due to some temporary issues. For example, the recipient's mailbox is full or the mail server is temporarily unavailable.

This means that, in general, the prospect's email address is valid and you can try to re-send the email later.

Hard bounce

A hard bounce happens due to a permanent failure. For instance, when the prospect's email address is invalid.

If a hard bounce happens, our system will not send emails to this address anymore.

How the bounce rate affects deliverability

A high bounce rate is bad for your sending address's and domain name's reputation.

A bad reputation causes your emails to end up in the prospects' SPAM folder. Which, in its turn, leads to low open, click, and reply rates.

It may also be the reason for your Email Service Provider (ESP) lowering your sending limits or even blocking your email account. This is why it's important to keep your bounce rate as low as possible.

How to lower your bounce rate

You can never ensure a 0% bounce rate, but there's a lot you can do to prevent your emails from bouncing back and improve your deliverability. Because yes, email deliverability is really important.

  1. Avoid purchased lists.
    As all emails are sent through your own email account, this is totally allowed, but we highly discourage you from purchasing email lists.
    Purchased lists generally contain poorly verified email addresses, resulting in a higher bounce rate and weaker deliverability. It’s always worth taking the extra time to identify quality leads.

  2. Set your minimum confidence score. According to your choice, will check (or not) the validity of the email addresses we provide or that you import into the app.

  3. Verify the emails that you import from a file.

  4. Configure a CNAME for click tracking (only for account administrators): By configuring your dedicated tracking domain, you don't have to share a common tracking IP which reputation might have been harmed by other, less careful users.

  5. Configuring your DKIM and SPF records to authenticate yourself as the owner of the domain name you send emails from.

  6. Follow our Tips & Tricks to increase email deliverability

Find more tips in our blog article:

How to reduce your bounce rate with

Deal with the hard bounced prospects

Of course, it's always better to take an extra step to prevent bounces. But if the bounces did happen, here are your options:

  1. Add the bounced prospects to your exclusion list.

  2. Automatically remove them from workflows.

Add hard bounced prospects to your exclusion list

We can automatically add a prospect to your exclusion list when an email hard bounces.

  1. Navigate to Settings > Outbound > Bounces & Out-of-offcie Replies.

  2. Activate the Add to exclusion list on hard bounce option.

Automatically remove hard bounced prospects from workflows

You can add an exit rule to your workflow to automatically remove prospects from the flow if an email hard bounced.

  1. Open the workflow settings tab

  2. Add the hard bounce option to the Exit strategy.

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