One of the toughest job email marketers has to do is deal with email bounce rate. If you get hard email bounces, then it usually means that the account you tried to send email is not present. If you get soft email bounces, then it generally means the account you are trying to send emails exist, but you should try again later on.
If you are an efficient email marketer, then maintaining and lessening your email bounces has never been more difficult. Intensely handling your bounces can improve your email deliverability and conversion rates. Thereby improving your email ROI.
Here we have described three main methods of managing email bounces successfully:
1. Manage email bounces through a POP account
This is generally the simplest method of handling bounces. This method requires that you make an email account on your server, which is used only for managing bounces. Most users generally create an email account like email@example.com or firstname.lastname@example.org, for this task. All messages that bounce reverse from your server will get delivered to this bounce email id and the email marketing software will repeatedly check the account, and clear all the bounces.
If you select the POP or post office protocol method to handle your bounces, ensure that you have a cron or time-based job scheduler on your server, which runs a file named “admin/cron.php” after every five minutes. Without running this file, your bounced emails will not get processed automatically.
2. Handling bounces through PIPE method
This method is more sophisticated than the POP (post office protocol) method, but it is also a more professional way to manage bounces. With the help of PIPE method, bounced messages will get processed almost immediately, while the POP method generally requires that your cron or time-based job scheduler run a few times before all bounces become visible on your campaign report.
If you want to use this method, then you have to create a “forwarder” or “alias (pen name)”on your email server, which is mainly used for managing bounces, where all emails delivered to that particular email address are forwarded to a PHP script used in an email software.
Establishing an email forwarder is different for each email server, and it can also sometimes be done through CPanel. It is suggested that you contact your server administrator to get help for the creation of e-mail piping.
Once you have created this email forwarder on your server, just sign in to the email software, edit or insert a new bounce setting link, then select “PIPE from email account” as the email bounce management process, and enter in your bounce email id.
3. Bounce management by troubleshooting
(A) For POP account
1. If you have bounce management set up for a particular list, then ensure that one of the bounce settings links on your lists is established to be used only on your list. If you only have one bounce setting connection, which is “default”, then there will be no issue.
2. Ensure that your cron job is running continuously on your server, after every five minutes, without any mistake.
3. Ensure that your bounces are not gathering in the POP account quicker than the software can clean them out. You can regulate how many emails are verified at one time by editing your bounce set up, and you can regulate how often the bounce account is verified at the time-based job scheduler.
4. Do not use an email id for bounces that is being used for any other reason. Ensure that your bounce email id is only being used by the software to manage bounces, and it is not getting verified by other applications or e-mail client.
5. Verify to ensure that your mail server is not exchanging message header from any of your outgoing mails.
(B) For PIPE method
1. Confirm the file path that was established in the forwarding script on your mail server is accurate.
2. Verify the error logs of your mail server and web server for any indication of error during the bounce process.
Thus, by following these methods, you can reduce your email bounce rate, increase accuracy, and make sure your email goes to all recipients capable of receiving it.
Read More About: Reasons For High Email Bounce Rate