We’ve covered setting up some campaigns and programs to manage bounced or unengaged users on an ongoing basis. Now I want to cover troubleshooting some common email deliverability problems, starting with high bounce rates.
The first thing you should do is figure out if there’s a problem with just one email or if the problem is more widespread. Pull an email performance report and look at bounce activity over the last 30 or 60 days.
How do you investigate? Build a smart list to look for the email addresses that bounced, with a filter down to either the specific email send or for emails sent within a certain date of activity. When you build your smart list, you can add a constraint to the bounced filter for each specific bounce category so you can identify the number of leads impacted by each. For example:
Use the results from the smart list to populate a table like this:
Bounce Category Name
Invalid Email Address
Based on the category of the bounce, this will impact the action you take to resolve it. Here are some of the things to think about:
Some of the actions that clients commonly take to address bounced emails include:
If you have other suggestions, please share them in the comments!