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Deliverability

Bounce

A bounce is a notification that an email could not be delivered to the recipient's inbox, often due to an invalid address or server issue.

When an email fails to reach its intended recipient, the receiving server sends a bounce message back to the sender with an error code explaining the reason. Bounces are classified as either hard (permanent failure, e.g., invalid address) or soft (temporary issue, e.g., mailbox full). Monitoring bounce rates is critical for maintaining list hygiene and avoiding deliverability penalties.
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