Be overlooked by some senders. As a sender, you should be aware that email bounces (I.E. Delivery errors) can be handled through your esp, but remember to set up a procedure in your company on how to properly handle email bounces. This brings us to two fundamental questions: "Why should I manage email bounces?" and "Who would do that with me?" »managing email bounces why and who should manage email bounces? Let's answer the first question with another question. Why should you keep sending your emails to an inbox that no longer exists? Depending on the type and number of bounces, inbox providers (isps), such as gmail, monitor email bounces and can lower your deliverability rate. Isps can even completely block your emails from reaching your subscribers' inboxes. It's no surprise that inbox engagement is an important metric for isps. This is one of the reasons most high-volume senders have bounce management tactics in place company mailing list and communicate regularly with esp staff. When your email campaign shows a high number of bounced emails and bad/invalid email addresses, isps see this as a potential warning sign and it is one of many metrics that isps use to establish your sender reputation. A high number of bounces can also indicate that you may have collected (or purchased) email addresses without following email marketing activation best practices. As you can see, bounces affect marketers, esps, and isps in different ways. Everyone can and does manage e-mail bounces! This explains the "Who" of the questions above. Let's see how:marketers manage bounces so they can reach every contact on their email list. Email service providers (esps) send millions of emails each month and it's important to maintain high deliverability rates. Esps try to be careful because even a small mistake can have a big impact on all of their client's emails. Esps are notified of bounces and try to collect all bounce information, such as email message analysis and bounce error code. This bounce information isn't too intuitive for marketers, though, leading to some confusion and ambiguity about what to do. A good article on this issue is from port25 in which they offer a new bounce code system. What is good rebound management? In the early days of the internet at the email deliverability summit in 2000, isps and esps came together and defined when to remove an email address from a mailing list:three (3) consecutive refusals to deliver have occurred; and the period between the last consecutive refusal of delivery and the first consecutive refusal of delivery is greater than fifteen (15) days. For more information