{"id":17797,"date":"2023-07-28T11:04:00","date_gmt":"2023-07-28T11:04:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=17797"},"modified":"2025-05-09T09:18:25","modified_gmt":"2025-05-09T09:18:25","slug":"email-pitch-bounce","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/email-pitch-bounce\/","title":{"rendered":"Email Pitch Academy: Why Email Pitches Bounce Back (and How to Avoid That)"},"content":{"rendered":"\n<p>There\u2019s no denying that email pitches are an important part of <a href=\"https:\/\/prowly.com\/magazine\/pr-outreach-guide\/\">PR outreach<\/a>. Since your goal when pitching the media is to get your message out to as many relevant journalists as possible, ensuring high email delivery rates should be one of your priorities.&nbsp;<\/p>\n\n\n\n<p>The only issue here is that there are many obstacles that might keep your email pitches from getting delivered. <strong>One of them is the infamous email \u201cbounce\u201d<\/strong>. Here\u2019s why some emails bounce back, and how you can prevent it from happening.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"#definition\">What is an email bounce?<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#why\">Why are some email pitches bouncing back?<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#how\">How to keep your email pitches from bouncing<\/a><\/strong><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"definition\"><strong>What is an email bounce (and email bounce rate)?&nbsp;<\/strong><\/h2>\n\n\n\n<p class=\"purplebox\"><strong>An email bounces<\/strong> <strong>when your message is rejected by the recipient\u2019s email server and gets bounced back to your server<\/strong>. When that happens, you receive an error email indicating that your message failed to deliver to your intended recipient.&nbsp;<\/p>\n\n\n\n<p>Even though bounced emails are annoying, they are also quite frequent.&nbsp;An email bounce rate (meaning the percentage of your emails that get bounced back to you) of less than 2% is still acceptable, but anything above that should raise your suspicion. <\/p>\n\n\n\n<p>In fact, the higher the email bounce rate, the more damage it can do to your reputation as a sender.<\/p>\n\n\n\n<center><p class=\"purplebox\"><a href=\"https:\/\/prowly.com\/magazine\/email-pitch-metrics\/\"><strong>Check what other email pitch metrics you should track \u2192<\/strong><\/a><\/p><\/center>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"why\"><br>Email bounce reasons: <strong>Why are some email pitches bouncing back? <\/strong><\/h2>\n\n\n\n<p>There are various reasons why your <a href=\"https:\/\/prowly.com\/magazine\/how-to-send-a-press-release-by-email\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/how-to-send-a-press-release-by-email\/\" target=\"_blank\" rel=\"noreferrer noopener\">email pitches<\/a> might get rejected by the server. Many of these reasons are temporary (and reversible), but it\u2019s not always the case. Here\u2019s how email bounces are categorized:&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Hard bounce&nbsp;<\/strong><\/h3>\n\n\n\n<p>If your email pitch becomes permanently undeliverable to an address, you\u2019re dealing with a hard bounce. This can happen if:&nbsp;&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The email address of the recipient is incorrect or fake\u00a0<\/strong><\/li>\n\n\n\n<li><strong>The recipient\u2019s email server has blocked your emails <\/strong>(some corporate servers have stricter spam filter settings or allow only certain IP addresses to deliver emails to the intended recipient. Others might have blocked your emails on purpose!)\u00a0<\/li>\n<\/ul>\n\n\n\n<p class=\"purplebox\"><strong>Hard bounces can\u2019t be fixed. <\/strong>The only thing you can do is to make sure there are no mistakes or typos in the recipient\u2019s email address and remove the email addresses that have hard bounced back. <strong>If you fail to do so, your emails might begin to stack up and <\/strong><a href=\"https:\/\/prowly.com\/magazine\/avoid-spam-folders\/\"><strong>get you blacklisted<\/strong><\/a><strong> in the end.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Soft bounce&nbsp;<\/strong><\/h3>\n\n\n\n<p>When a server rejects your email temporarily, it\u2019s called a soft bounce. <strong>Contrary to hard bounces, these don\u2019t do much damage<\/strong> - most email services resend emails as soon as they soft bounce. The reasons for soft bounces include:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The recipient\u2019s mailbox is full<\/strong> (until they clear it up, your email will keep soft bouncing)<\/li>\n\n\n\n<li><strong>The recipient email server has been sent too many emails during a period of time<\/strong><\/li>\n\n\n\n<li><strong>The server is down <\/strong>(when it crashes, overloads, or is under maintenance, you have to wait until it\u2019s back up to get your email delivered)<\/li>\n\n\n\n<li><strong>Your email is too heavy <\/strong>(if you include large files or attachments, it can soft bounce as well)<\/li>\n\n\n\n<li><strong>There\u2019s an automatic reply<\/strong> (the recipient is offline and they\u2019ve set an auto-reply)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Other email bounce reasons <\/strong><\/h3>\n\n\n\n<p>Different internet service providers (ISPs) bounce email messages based on their own rating systems and definitions. But, no matter the service provider, <strong>the exact email bounce reason will be stated in the error message you receive.&nbsp;<\/strong><br><\/p>\n\n\n\n<div class=\"wp-block-leadin-hubspot-form-block\">\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 598353,\n\t\t\t\t\t\t\t\t\tformId: \"5c971391-ffff-46c9-b680-a3f2b2ab950d\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1793687628000-2117502774\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1793687628000-2117502774\"><\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how\"><strong><br><\/strong><strong>How to keep your email pitches from bouncing&nbsp;<\/strong><\/h2>\n\n\n\n<p>As you can see, there are many reasons why emails bounce back from time to time. While there\u2019s not much you can do about these reasons, you can still take action to reduce email bounce rates and make sure your email pitches get delivered:&nbsp;<\/p>\n\n\n\n<p><strong>1. Make sure your media list is high-quality. <\/strong>Don\u2019t purchase media contacts from unknown sources, and (ideally) build a relationship first before you send an email pitch.<\/p>\n\n\n\n<p><strong>2. Check email formatting. <\/strong>Avoid heavy attachments and massive images inside your email pitch.&nbsp;<\/p>\n\n\n\n<p><strong>3. Don\u2019t \u201cspam\u201d your content. <\/strong>There are various factors that make an email pitch \u201cspammy\u201d and increase your email bounce rate. <a href=\"https:\/\/prowly.com\/magazine\/avoid-spam-folders\/\">Read more about landing in spam folders \u2192<\/a>&nbsp;<\/p>\n\n\n\n<p><strong>4. Segment your media lists. <\/strong>Always pitch your most engaged media contacts first and send your emails regularly (but not excessively).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/08\/Prowly-PR-Software-Media-List-1024x536.png\" alt=\"Prowly PR Software - Media List\" class=\"wp-image-16784\"\/><\/figure>\n\n\n\n<p><strong>5. Double-check for typos and mistakes in the recipient list.&nbsp;&nbsp;<\/strong><\/p>\n\n\n\n<p><strong>6. Monitor your email bounce rates. <\/strong>If some addresses continually bounce, you might want to remove them from your media list once and for all.<\/p>\n\n\n\n<p><strong>7. Authenticate your email account. <\/strong><a href=\"https:\/\/prowly.com\/magazine\/how-to-increase-sender-reputation-and-email-deliverability\/\">Set up domain authentication to improve your email deliverability \u2192<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/11\/Open-Click-rates-edited-981x1024.png\" alt=\"Email metrics by Prowly\" class=\"wp-image-17746\"\/><\/figure>\n\n\n\n<p class=\"purplbox\">\ud83d\udca1 Still struggling with low reply rates? <a href=\"https:\/\/prowly.com\/magazine\/new-pitching-features\/\" target=\"_blank\" rel=\"noreferrer noopener\">Transform your pitching strategy with this guide<\/a>.<\/p>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/prowly.com\/\" data-wpel-link=\"external\" rel=\"external noopener noreferrer\">TRY PROWLY FOR FREE<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s no denying that email pitches are an important part of PR outreach. Since your goal when pitching the media is to get your message out to as many relevant journalists as possible, ensuring high email delivery rates should be one of your priorities.&nbsp; The only issue here is that there are many obstacles that [&hellip;]<\/p>\n","protected":false},"author":230,"featured_media":17799,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[349],"tags":[],"class_list":["post-17797","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-outreach-and-media-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email Pitch Academy: Why Email Pitches Bounce Back (and How to Avoid It)<\/title>\n<meta name=\"description\" content=\"There are many obstacles that might keep your email pitches from getting delivered. 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