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Charlie Patel, Owner of Media Assets Newsletter

“Why Ignoring Bounces Is Basically Email Self-Sabotage.”

Ever had a subscriber just vanish into thin air? No opens, no clicks—just poof. That’s likely a bounce, and it’s not just a glitch. Bounces are signals: some mean “try again later” (soft), others scream “this address is dead” (hard). Hard bounces are permanent fails—fake emails, deleted accounts, or straight-up blocks. Those need to be suppressed immediately. Soft bounces? They’re temporary—maybe the inbox is full or the server’s being weird. You can retry those 2–3 times before deciding what to do.

Now, things get messy with Gmail and Yahoo. Gmail might bounce you because someone’s inbox is stuffed with 6 years of unread newsletters and memes (that’s a soft bounce too). Yahoo’s infamous TS04 error? That’s them throttling your emails because of too many complaints or sending too fast. Don’t delete those users—just slow down, segment them, and rebuild trust. The golden rule? Suppress when needed, but don’t delete unless it’s a dead end. Clean lists = better inboxing. Ignore bounces, and you’re basically begging the spam folder to adopt your emails. (LINK)

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