Should I delete contacts in Error status?

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Katie, after each mailing I moving all of my error contacts to active and just delete those with 4 or more hard bounces. Is this a bad idea?

Note: This topic was created from a reply on the Why do email addresses get moved to error from active? topic.
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Posted 5 years ago

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Tyler Scott, Employee

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Official Response
Hey Cynthia! This isn't the best idea because I'm assuming you're sending to those folks again who maybe have only had one, two, or three hard bounces? The only time you should reactivate an address in Error status is if you have a real, concrete reason to believe that address is good. For example, if a contact calls you and complains that they aren't receiving your newsletter, then it would be perfectly okay to reactivate that address. If you do happen to notice a higher-than-normal bounce rate for a specific mailing, let us know so we can check the bounce codes. If we see a reason in the bounce codes that leads us to feel the addresses are actually good addresses, then we'll let you know that, in that case, it's OK to reactivate those addresses.

The reason why we don't want folks simply reactivating Error address all willy nilly is that delivering to bad addresses negatively impacts our sending reputation as well as yours. Also, it makes it much more likely that a spam trap address will be delivered to. When spam trap addresses are delivered to via Emma, that's when our IP addresses get blacklisted. Of course, we want to avoid that all we can.

Hopefully that helps explain things a bit, but please let me know if you have any questions.