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A hard bounce is a permanent email delivery failure that occurs when an email cannot be delivered due to a permanent reason, such as an invalid email address, non-existent domain, or blocked recipient. Hard bounces should be removed from your list immediately.
Hard bounces directly damage your sender reputation. Email providers track your bounce rate, and high rates signal that you're not maintaining a quality list. A bounce rate above 2% is concerning, and above 5% can result in blacklisting. Each hard bounce is a warning sign that needs immediate action.
Hard bounces are permanent failures (invalid addresses, non-existent domains) that require immediate removal. Soft bounces are temporary issues (full inbox, server down) that may resolve on their own. After 3-5 consecutive soft bounces, treat them as hard bounces.
Keep hard bounce rates below 0.5% per campaign. If you're seeing rates above 2%, you have a list quality problem. Regular email verification can reduce hard bounces to near zero.
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