Resources · Worksheet
The bounce audit
Read a bounce spike against your normal range, size the engaged and never-engaged segments, and check what your account does after a bounce.
The question
“When the inbox turns against you, is it the domain or the people you're sending to?”
The assignment
Pull 90 days of bounces split by mailbox provider and by hard or soft, then check who every campaign and welcome flow sends to.
At the kidney-health brand in the article, a normal day had 10 to 60 bounces and the spike day had 7,393, on a master list of 143,520 profiles. The fix was who got mail and what happened after a bounce: an engaged segment for every campaign, the never-engaged excluded for good, a 14-day cooldown for soft bounces and suppression only for hard ones. The same audit on your account.
Numbers in the readout that are not yours come from the article. Fields marked optional sharpen the answer but are not needed for it.
The usual day, not the average.
- %
What your numbers say
Still needed: Bounces on a normal day; Bounces on the worst day in 90 days; Share of the worst day that were hard bounces; Profiles you can email; Of those, engaged: opened or clicked in 90 days, or ordered in 180; Of those, never engaged: five or more emails in 180 days, no open, no click; Are the never-engaged excluded from campaigns?; What happens after a soft bounce?; Who sets the audience on each campaign?.
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