The numbers presented in the Domain Overview will help you get a better and deeper understanding regarding the reasons for soft- and hard bounces for your email sendouts.
To see these details, choose Action and then Domain overview in the statistics for a specific email sendout.
This will display detailed delivery data per domain and the listing is as following:
Ex: 10 000 emails are sent to Gmail.com. 50 are soft bounces, 20 are hard bounces. If you look at the Delivery Report for Soft Bounces, you will see Share of domain = 0.5% ((50/10000)100). Similarly, you will see Share of domain = 0.2% ((20/10000)100).
So far – so good. How to use the information then?
Share of domain
Gives you an understanding in how deliverability is for each domain. If you have a high ratio here, you may need to address this and try to understand why your emails are bouncing and what you can do to mitigate that. A high ratio that is left unattended may effect your deliverability. Remember – the better the list quality and user activity is, the better the deliverability is. Depending on the reasons for the bounces, the domain may gradually consider you as a poor sender as the list management is left unattended over time.
At the same time, you may have cases with 100% Share of domain and the total amount of recipients for that domain is no more than 4 email addresses. This can be at a small private domain or a company domain. In this case, this maybe doesn’t even matter for your overall marketing as far as you are concerned.
So, what is a high ratio? Honestly, there is no exact answer here. A rule of thumb is maximum 2% for the soft bounces and below 0.5% for the hard bounces.
The unknowns are… unknowns.. so it is hard to define them anyway. The Unknown status-number represents email addresses where the recipient mail server has not yet sent a response regarding the email's status. You may see many unknowns to start with and as Voyado receives updated information about the status, this be updated in the statistics. Please note that an unknown can “become” a delivered, just as well as a hard bounce.
The export of statuses
The Domain overview will give you an overview to help you decide if you have to dig deeper into the statistics, analyze and look for mitigation.
For more details - “Export status codes”. This will download an excel file with detailed statuses for each soft bounced or hard bounced address. For the unknows, you can´t do this export as Voyado doesn´t have any more data.
Even though Status codes sound a bit technical and there are a few “strange” numbers and codes in the Excel file, this is nothing technical at all. Actually, this is an easy to use, fantastic sheet for marketeers to better understand the sendouts and take needed actions. The columns in the Excel file specified below:
As a marketeer, do you need to memorize all the codes and know exactly what the codes means? Nope. If not, why bother with this data? We are giving you access to this data so that you can use this insight to better understand the deliverability for your sendouts and use the data to improve your communication. Also, if you need to contact a domain for any reason, the statuses and codes will come in handy.
It is off course very hard, if not impossible, to cover all possible scenarios but please see below for some general pointers. And one important thing – the more you work with these kind and statistics, the easier it will be to see and understand the patterns.
In the example below, we are using a fictive sendout and looking at soft bounces.
The email sent to firstname.lastname@example.org has soft bounced due to the reason “550 5.7.0 Blocked - see https://support.proofpoint.com/dnsbl-lookup.cgi?ip=22.214.171.124”. The column Reason is giving you a hint and quite a good explanation regarding why your message to email@example.com is getting soft bounced. You have a link to check out and read more to understand why me.com is stopping your communication.
For firstname.lastname@example.org the situation is a bit different. Here, the reason is “552 5.2.2 Quota exceeded (mailbox for user email@example.com is full)” – so his mailbox is full. Pretty reasonable why the email is not getting through, correct?
Different ways to work towards a mitigation
- See if you have the same kind of Status and Reason for all bounces or if they differ. This will give you an idea if you need to take different types of actions.
- The Reason column says things like “blocked”, “spam related”, “rejected” and other mentions that you can’t solve at your end by list management:
- Contact the domain and request a solution. Voyado’s support has template for these kind of communication, feel free to reach out.
- The Reason column says things like “Mailbox full”, “So such user” and similar statement:
- These statements points more towards your list management. Please take the time to evaluate your list management- and reactivation routines.