The Deliverability report is similar to the Campaigns report, with two primary differences.
The Deliverability report default metrics are focused on how campaigns are performing from a deliverability perspective.
Campaigns can be broken down by domain, rather than by a segment in the Campaigns report.
There are three general categories of bounces:
Hard Bounces - Incorrect or invalid email addresses (domain does not exist, user for a domain does not exist, etc.)
Soft Bounces - Inability to send to a person due to a potentially temporary issue (server down, inbox full, etc.)
Blocks - Occasionally ISPs will stop emails from getting to their users if they don't trust the sender.
To maintain Sender IP reputation, Zeta handles bounces with the following rules:
Trusted Hard bounces result in marking the email contact as Inactive.
Seven consecutive soft bounces without other email response activity (open/click) will also mark the user as Inactive. To ensure that we do not mark an email as Inactive too hastily, the platform only counts a soft bounce every 24 hours for an individual.
To handle transient soft bounces (sometimes the ISP only temporarily rejects an email), we read the last bounce sent to us by the ISP.