Dear Subscriber,
Welcome to the new issue of Zinester Publisher
News!
In this issue of our newsletter we would like to discuss the bounces and bounce rate and find out what these metrics mean for ezine publishers.
To see the past issues visit Zinester Publisher News Archives or? ? ? ![]()
Warm Regards,
Zinester Team
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What is a Bounce
A bounce is an email that is returned back because it cannot be delivered.
Bounces can occur for a variety of reasons: recipients move, change jobs, change their ISPs, etc. and they don't always remember to update their subscription information. Each year over 30% of your subscribers change their email addresses.
Different Kinds of Bounces
Generally speaking there are two kinds of email bounces: hard and soft.
A hard bounce is an email message that has been returned to the sender and is permanently undeliverable. It might occur because the domain name doesn't exist, the recipient is unknown, or there's some type of network problem on the recipient's end.
A soft bounce occurs if the mail server recognizes the address but can't deliver the message. It might occur because the recipient??™s mailbox is full, the server is down or overloaded with messages, the message is too large or the user has abandoned the mailbox.
How Zinester Treats Bounces
Zinester uses the automated bounce system that recognizes the bounces type.
Here is how it works:
If the soft bounce is received the subscriber gets a penalty score but the newsletters are still sent to his email address. Only when his score reaches the certain value he is temporarily blocked by our system. The list of subscribers blocked because of the soft bounces is available in "Export Lists" section - it is called "Suspended Subscribers List".
But this blocking is not ultimate: after some time the subscription will be unblocked to avoid blocking because of temporary problems. And only if the email address continues to bounce back it will be disabled and removed from the mailing list. The list of these subscribers is available in "Export Lists" section - it is called "Disabled Subscribers List".
When the hard bounce is received our system undertakes several attempts to deliver the message and if the bounces continue to come, the email address is disabled and its subscription status is changed to "Disabled".
For our Premium Members there is a possibility to activate the disabled subscription if they feel that it was mistakenly blocked.
Bounce Rates
An average bounce rate for a regularly posted newsletter (at least once per month) can range from 2% - 5%, whereas untested lists usually return a 30% plus bounce rate.
According to DoubleClick Email Trend Report the average industry bounce rate declined to 9,4% from last year 12,7%.
Tips to Low Bounce Rate
Here are a few tips to low your bounce rate:
- Post your newsletter at least once per month, thus you solidify your relationship with subscribers.
- Offer your subscribers a way to update their subscription information.
(There is an 'Update Profile' link at the bottom of every message sent through Zinester.)
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