What is a hard bounce in email?

A hard bounce email is a permanent failure that occurs when your message is rejected by the recipient’s mail server. This usually happens because the email address is invalid, does not exist, or has been blocked. Unlike soft bounces, which are temporary, hard bounces signal that your email will never reach its destination.

If you’re running a print-on-demand business, maintaining a clean email list is key to protecting your sender reputation and increasing deliverability.

Tip: Email hygiene directly impacts how many customers actually see your product updates and promotions.

Are hard bounces permanent?

Yes, hard bounces are permanent delivery failures. They indicate a fundamental issue, such as a misspelled or outdated email address, or a recipient domain that has blocked your server. These emails will not be delivered, no matter how many times you resend them.

How do I fix a hard bounce email?

To fix or avoid hard bounces, follow these best practices:

• Clean your email list regularly.
  
  
• Use double opt-in to verify email validity.
  
  
• Avoid free sender domains in bulk email campaigns.
  
  
• Monitor bounce reports to identify and fix recurring issues.
  
  
• Write clean, non-spammy content to reduce email filtering or blocks.
  
  

Hard bounces can’t be undone for the email in question-but you can prevent future ones with proper maintenance and tools.

Why hard bounce management matters

Consistently high hard bounce rates can:

• Hurt your email deliverability
  
  
• Damage your sender domain reputation
  
  
• Lower the performance of your email marketing campaigns
  
  

If you're promoting custom products through email-like phone cases, mugs, or wall art-cleaning your list and minimizing bounces ensures more customers see your offers.