Articles on: Deliverability

About Bounced Emails in AVADA


An email 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.

In this guide, you will learn about bounced emails, especially in AVADA.

Types of bounced emails

There are two common types of bounces, including hard bounces and soft bounces.

Hard bounces

A hard bounce occurs when an email cannot be delivered due to a permanent reason.

When you get a hard bounce, it means the recipient's email address is invalid or no longer in use. Typically, the domain name (the bit after the @) no longer exists or it no longer has registered mail servers. But it could also be invalid due to typos, such as "gnail" instead of "gmail."

Email addresses that hard bounce are automatically removed from your subscriber list, so you don't pay to send to them again. We also add them to your suppression list to prevent the addresses from being accidentally re-imported.

Soft bounces

A soft bounce refers to a temporary delivery failure.

Soft bounces can occur when:

- The recipient's mailbox is full

- The receiving server is down or swamped with messages

- The message size is too large

- The recipient's settings do not allow for email from the sender

- Suspicious or spammy content has been detected

- Other reasons

Why do 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 contact has opened emails from you in the past, they may need to empty their mailbox.

- Vacation/ Auto-reply. 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 email bounce metrics

You can view email bounce metrics via:

1. Each live automation/ campaign report

Navigate to the Automation or Campaigns section from your app dashboard, and choose a live automation workflow or a live campaign. You will see the Reports section inside.

2. The Reports section

Right from your app dashboard, choose the Reports section. You can view metrics of automation workflows or campaigns.

For more information, please read our article on How to Use AVADA's Report.

Removing bounced emails

AVADA will automatically suppress emails that bounce, and then exclude them from future emails. You can see these email addresses by clicking the Audiences tab and selecting More actions > Suppression List.

Move to the Bounces section, you will see a list of bounced emails here. You can choose to remove all of them. But please notice that if one of the bounced contact is added again to AVADA, then it will immediately marked as bounced because we remembered it in our system.


Below are some answers to questions we are commonly asked about bounced emails. If you have any concern we haven't addressed, please contact us via in-app chat or via <>.

How long does it take for bounced emails to appear in reports?

In most cases, email addresses that have bounced will show up in your report within a few minutes of the workflow/ campaign being sent.

Email addresses that have hard bounced typically appear first because a hard bounce is a permanent delivery failure. With soft bounces, which are temporary delivery failures, it can take up to several hours for them to appear in your report.

Does a bounce mean that my email has landed in the recipient's junk folder?

No. Bounced emails don't make it as far as the junk or spam folder. If your email was sent to a recipient's junk folder, their email address would not appear in the bounce summary report, and we don't receive notifications when that happens.

Some recipients didn't receive my email, but their email addresses are not listed as bounced. What happened?

In most cases, it will be due to one of the following reasons:

- The recipient's ISP is using a content filter and has determined that your email exceeds their "might be spam" threshold. Some ISPs are stricter than others.

- The recipient has tight spam controls applied to the email client they are using. For instance, it may be set to block all emails from unknown senders. If this is the case your email might have landed in the recipient's spam or junk folder.

- Our system has been temporarily blacklisted by the recipient's ISP. Like all email service providers, this can occur. Getting your emails delivered is our number one concern, so if that is the case, rest assured we are working on being removed from the blacklist as soon as possible.

Updated on: 06/09/2021

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