Recommended Approach to Reintroduce Bounced Emails into Marketing Campaigns
Hi Team,
We currently have a process where an email is marked ineligible from Marketo after 5 soft bounces or a Category 2 hard bounce. However, we’re planning to use ZeroBounce to re-validate those email addresses after a defined period (for example, after several months of being ineligible).
ZeroBounce provides results such as valid, invalid, and catch-all. Our intention is to carefully reintroduce only the valid email addresses through a separate warm-up campaign, rather than adding them directly back into regular marketing sends. The idea is to first monitor engagement and mailbox health before including them in standard campaigns. For example, emails that previously soft bounced due to mailbox full may become deliverable again over time.
We would like guidance on the following:
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What are the best practices for safely re-engaging previously bounced emails without negatively impacting our IP and domain reputation? Since we use the same sending domain for a specific brand so bringing back those emails and sending emails will that impact our IP ?
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Is using a separate warm-up campaign the recommended approach before resuming regular sends?
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If these emails bounce again after reactivation, what is the recommended best practice? Should they be permanently ineligible, or is there a recommended retry limit?
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Are there any additional compliance or deliverability safeguards we should follow during this process?
Our goal is to follow a structured and compliant approach while protecting our sender reputation.
Any guidance or recommendations would be greatly appreciated.
Regards,
Akshat