Bill Nussby

By Brian Howard The e-mail bounce is inherently unpleasant. On its face, it is rejection—a message turned away. It may not be the information you want to receive, but it's information you can and should be using. Even if you outsource your e-mail campaigns, it's important you know how your application service provider (ASP) handles your bounces. "If you're ignoring bounces," says Bill Nussby, CEO of ASP SilverPop, "you're probably applying a 10-percent to 30-percent haircut on any response rate you're liable to get." Think of a bounce as a chance to streamline. Proper handling of bounces should eventually increase your

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