Summary
Discrepancies in bounce data between Drift Email and HubSpot arise from a combination of factors: where the bounces are detected (inline vs. out-of-band), the methods used for detection and categorization, the timing of detection, and the reliance on third-party data. HubSpot primarily handles bounces inline with accurate data, while Drift might capture out-of-band replies or rely on less reliable third-party data. Different ESPs process bounces uniquely, affecting how they're reported. Accurately categorizing bounces as hard or soft is crucial for maintaining sender reputation and deliverability. Effective list hygiene, double opt-in, bounce processing services, monitoring deliverability metrics, setting up feedback loops, and understanding SMTP error codes all contribute to improved email deliverability.
Key findings
- Bounce Detection Location: HubSpot detects bounces inline, while Drift may rely on out-of-band data.
- Data Source Reliability: Third-party data sources used by Drift may be less reliable.
- ESPBounceProcessing: ESPs process bounces differently, impacting reporting.
- BounceCategorization: Accurate bounce categorization (hard vs. soft) is critical.
- DeliverabilityImpact: High bounce rates negatively impact deliverability and sender reputation.
- SMTPErrorCodes: Understanding SMTP error codes clarifies bounce reasons.
Key considerations
- ListHygiene: Regularly clean email lists to remove invalid/inactive addresses.
- DoubleOptIn: Implement double opt-in to ensure valid email addresses.
- BounceProcessing: Use bounce processing services to automate bounce removal.
- MetricMonitoring: Monitor bounce rates and spam complaints to identify issues.
- FeedbackLoops: Set up FBLs with ISPs to manage spam complaints.
- ESPReliability: Carefully consider the reliability of bounce data reported by each ESP.
What email marketers say
9 marketer opinions
Bounce data discrepancies between Drift Email and HubSpot likely arise from differing bounce detection methods, categorization, and timing. Bounces are generally classified as hard (permanent failure) or soft (temporary issue). Each system handles bounces to maintain sender reputation, recommending practices like list cleaning, double opt-ins, and bounce processing. Monitoring deliverability metrics, understanding bounce message formats, and utilizing feedback loops are crucial for managing bounces effectively.
Key opinions
- Bounce Types: Bounces are categorized into hard bounces (permanent failures) and soft bounces (temporary issues).
- Detection Methods: Different systems use varying bounce detection methods, which can lead to discrepancies in reported bounce data.
- Impact on Deliverability: High bounce rates negatively impact email deliverability and sender reputation.
- Bounce Parsing: Bounce messages can be parsed to identify the specific reasons for email delivery failures.
- Feedback Loops: Feedback loops provide valuable information about spam complaints and help improve deliverability.
Key considerations
- List Hygiene: Regularly clean email lists to remove invalid or inactive addresses to minimize bounce rates.
- Double Opt-in: Implement a double opt-in process to ensure email addresses are valid and users consent to receiving emails.
- Bounce Processing: Use a bounce processing service to automatically remove bounced addresses from email lists.
- Metric Monitoring: Monitor deliverability metrics like bounce rates and spam complaints to identify potential issues.
- FBL Setup: Set up feedback loops with major ISPs to monitor spam complaints and improve deliverability.
Marketer view
Email marketer from EmailOnAcid explains that bounces need to be processed properly to avoid sending to invalid addresses. They recommend using a bounce processing service to automatically remove bounced addresses from email lists.
1 Jul 2024 - EmailOnAcid
Marketer view
Email marketer from Reddit explains that different systems might report bounces differently due to variations in bounce detection methods and the timing of these detections. Some systems might catch bounces that others miss.
27 Jan 2025 - Reddit
What the experts say
6 expert opinions
Bounce data differences between Drift Email and HubSpot stem from where and how bounces are detected. HubSpot often handles bounces inline, while Drift may capture out-of-band replies or rely on data from epending services. ESPs have unique bounce processing methods impacting data interpretation. Proper bounce categorization is crucial for sender reputation.
Key opinions
- Bounce Location: HubSpot typically handles bounces inline, while Drift may receive out-of-band replies.
- Data Accuracy: Drift's bounce data might be less accurate than HubSpot's, especially if relying on epending services or inaccurate data.
- ESPBounceProcess: Different ESPs have unique methods for processing bounces, affecting how bounce data is reported.
- Bounce Categorization: Understanding hard vs. soft bounces is critical for managing sender reputation.
- Third-Party Reliability: Epending services can provide unreliable bounce data due to blocking issues and other factors.
Key considerations
- Prioritize In-Band Data: Prioritize in-band bounce data (like that from Hubspot), which is generally more reliable.
- Evaluate Third-Party Data: Carefully evaluate the accuracy of bounce data from third-party services like Drift.
- Understand ESP Processes: Be aware of how different ESPs process bounces to interpret bounce data accurately.
- Categorize Bounces Correctly: Ensure bounces are categorized correctly as hard or soft to take appropriate action.
- Monitor Sender Reputation: Monitor your sender reputation closely, as high bounce rates can negatively impact it.
Expert view
Expert from Email Geeks shares that epending services tend to do bad things and then they get blocked. If they then report 'this address is bouncing' when it’s actually because they (or their spammer alter-ego, or their customer, or their partner) who got blocked that’s not useful data.
6 Dec 2021 - Email Geeks
Expert view
Expert from Email Geeks explains that almost all rejections will be in-band and go nowhere near the return path, and Hubspot will be sending mail with a return path set to their async bounce handler, so no third party will see those either. They also say that if the address were bouncing when you mail it through Hubspot then Hubspot would know, 100% accurately, and deal with it. So in the specific context of bouncing emails any time drift disagree with Hubspot, drift are lying about it.
27 Dec 2024 - Email Geeks
What the documentation says
4 technical articles
Bounce data differences between Drift Email and HubSpot can be attributed to variations in how each system processes and categorizes bounces. HubSpot automatically excludes hard bounces from future sends, while Amazon SES offers feedback loops for managing bounces and complaints. Understanding SMTP error codes is crucial for interpreting bounce messages accurately, and Google Postmaster Tools emphasizes the importance of list hygiene for maintaining deliverability and avoiding spam.
Key findings
- Bounce Categorization: HubSpot distinguishes between hard and soft bounces, automatically excluding hard bounces.
- Feedback Mechanisms: Amazon SES provides feedback loops and bounce notifications for managing bounces and complaints.
- SMTP Error Codes: Understanding SMTP error codes is essential for interpreting the reasons behind email delivery failures.
- Spam Impact: High spam rates negatively impact deliverability, as highlighted by Google Postmaster Tools.
Key considerations
- List Management: Maintain good list hygiene by removing invalid or inactive addresses to reduce bounce rates.
- Error Code Analysis: Analyze SMTP error codes to understand the causes of bounce messages and address underlying issues.
- Feedback Loop Implementation: Utilize feedback loops provided by services like Amazon SES to proactively manage bounces and complaints.
- Bounce Handling Automation: Automate the process of excluding hard bounces from future sends to improve deliverability.
Technical article
Documentation from RFC Editor specifies the SMTP error codes and their meanings. These codes are used to indicate the reasons for email delivery failures and are crucial for understanding bounce messages.
1 May 2022 - RFC Editor
Technical article
Documentation from Amazon SES explains that Amazon SES provides mechanisms for handling bounces and complaints, including using feedback loops and bounce notifications. They distinguish between hard and soft bounces and advise taking appropriate action based on the type of bounce.
25 Feb 2024 - Amazon SES
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