# Hard bounce: what it is and how it works · Zorraquino
> A hard bounce is an email delivery failure classified as permanent for the attempted operation.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/hard-bounce.html

# Hard bounce

A hard bounce is an email delivery failure classified as permanent for the attempted operation. It may result from a non-existent address or a rejection that does not allow automatic retrying

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

The usual response is to suspend sending and retain the reason to prevent reimports. Deleting the address without a record can lead to further attempts. Some causes can change after a correction, so any reactivation needs a valid reason beyond simply adding the contact to the list again.

Also known as

Permanent bounce

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Soft bounce](https://www.zorraquino.com/en/dictionary/digital-marketing/soft-bounce.html)
- [Bounced emails](https://www.zorraquino.com/en/dictionary/digital-marketing/bounced-emails.html)
- [Double opt-in](https://www.zorraquino.com/en/dictionary/digital-marketing/doble-opt-in.html)