Welcome to Do This, Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our everyday. I'm Jay Schwettleson. Let's do this, not that.

We are back for do this, not that. We are back for Do This, Not That podcast presented by Marigold.

And I want to talk about bounced email addresses and why we're all sleeping on them.

We're not paying attention to them.

And they could either be what's holding back

your business or it could be the secret to you getting new business. You're like, what is he

talking about? This is boring. This is going to be technical. No, it is not. All right. Every time you

hit send on an email campaign, I don't know if you care care, if you're a consumer marketer or a business marketer.

When you hit send on an email campaign, there is a percentage of emails that you send to that bounce, which means they don't get to the person.

They actually don't get there.

They bounce back.

And without getting technical, there's basically two types of

bounces that occur. There's hard bounces and there's soft bounces. Now, a hard bounce means you got

an invalid email address. It's just wrong. It's not a viable email address. The other one are

soft bounces. This is when you send to somebody, maybe their inbox is full, there

are temporary server issues. It doesn't mean it's a bad address. It means it just couldn't get

delivered. Who cares? That's boring. Why does this all matter? It matters because there's gold

in these bounced address files. Okay, so let me explain to you why there's gold there.

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