A "bounce" occurs when an email is either not successfully delivered or is rejected by the recipient's email provider. If your account has a high number of bounces, this can have a negative impact on your deliverability rate.
There are two types of bounces:
- A hard bounce occurs when an email cannot be delivered due to a permanent reason. This could be caused by a variety of reasons, including a misspelled email. Klaviyo automatically suppresses any email address that hard bounces.
- A soft bounce is always caused by a temporary reason, such as when a recipient's inbox is full or when their email server is momentarily down. If an email soft bounces more than 7 consecutive times, Klaviyo will suppress this address.
Why Emails Bounce
There are several possible reasons why an email address may hard or soft bounce:
- Email address doesn’t exist
The contact could have provided a false address or made a typo in the address. If you are unsure, you can try correcting the email address and sending a one-off email. If the email still bounces, this address should remain suppressed.
- Email is undeliverable
The email was unable to be delivered due to an error with the server, etc.
- Mailbox is full
If the profile has opened emails from you in the past, they may need to empty their mailbox.
The contact may have set a temporary auto-reply. If there is previous activity in the account, they may need to turn off auto-reply.
- Blocked Email
The receiving server has blocked the incoming email.
Viewing Hard Bounce and Soft Bounce Metrics
To see overall bounces across all campaigns, view the Campaign Trends Report. Additionally, you can use segments to identify addresses that have hard or soft bounced.
If you want to see what type of bounce a customer experienced, click into the customer profile and search for the bounced email event. You can click on the timestamp for the event on the right-hand side and see whether the bounce recorded is hard or soft.
Removing Bounced Emails
Klaviyo will automatically suppress emails that hard bounce, and then exclude them from future emails. You can see these email addresses by clicking the Profiles tab and selecting Suppressed Profiles in the upper right-hand corner of your account.
Then, choose all email and email bounce from the dropdowns.
If an email soft bounces more than 7 consecutive times, Klaviyo will suppress this address.
You can choose to manually suppress profiles that chronically soft bounce before they do so 7 times as well. To learn how to create a chronic soft bounce segment, head to that example in our Guide to Advanced Segmentation.