Invariably, you will get some bounced emails. Bounces can happen because of bad email addresses, server outages, reputation of the sender, a full inbox of the recipient and many other reasons.
Our bounce-handling is all managed at our email datacenter at Sendgrid, one of the most trusted and reliable senders of large-scale email. Sendgrid has very specific policies on delivering email to an email address once it has bounced. In short, they don't do it. This policy is has both good and bad elements.
On the good side, it keeps you from repeatedly sending to an email address this has bounced and is very likely to continue to bounce again. Sending to a bounced email is a red flag for ISP's and will quickly degrade your reputation as an email sender. Once your reputation is damaged, it is much harder to get your emails delivered to your recipients' inbox. So this policy helps guard your reputation.
On the bad side though, in some instances, a bounce can happen for more temporary reasons. These are called soft bounces. However, Sendgrid does not differentiate between soft bounces and hard bounces in the process of delivering (or not) your emails. So this does create the situation, albeit rare, where an email resulted in a soft bounce, the email is good, but your attempts to send email to the recipient will not be processed because of the bounce policy.
Blue Utopia has built a bounce-management process that allows you to manage this tradeoff.
First, once you have reached a certain threshold, you are now required to 'process' your bounces. You will receive an alert in the Email Campaigns module and will not be able to take action until you clean up (process) your bounced emails. Processing your bounces will involve doing one of two things for each bounce:
Inactivate the email marks the email as do-not-email, and removes the email from all Online & Email lists. It does *not* remove the email from your system and it does alter the record in any other way.
Remove the bounce actually removes the email address from the bounce table at the Sendgrid email datacenter. This effectively allows you to begin delivering email to that address again, at least until it bounces again. As noted above, doing this to mass records, which bounce again, will result in you having a bad sending reputation and could cause your future emails to be marked as junk or bulk.
Once you have processed your bounced emails, you will be able to take action in the Email Campaign module again.
Also see: How to remove bounced emails