| Braze | |
|---|---|
| Their stated threshold | Braze follows industry practice of under 2% and provides deliverability consulting to customers managing their own sending reputation. |
| What happens if you cross it | Braze works with customers through deliverability consulting and IP management. Enforcement is a managed conversation rather than an automated cut-off, in line with their enterprise model. |
| Where the bounce data lives | The email performance dashboard for aggregate bounce data, Currents for the event stream, and the user profile for an individual's email history. |
| How bounces are classified | Braze records hard and soft bounces as user events. A hard bounce marks the email address as invalid and stops future sends to it, while the user's subscription state stays as it was. Push and in-app channels are untouched. |
Bringing the rate down
Each step is an action inside Braze, in the order worth taking them.
Find where the address was captured in the product
Braze email addresses usually come from an in-app form or an account creation flow. The SDK writes whatever the user typed, and nothing validates it on the way in.
Split reporting by channel
Blended engagement hides a failing email channel behind strong push performance. Look at email in isolation or you will not see the problem.
Stream bounce events through Currents
Currents puts the events into your warehouse, where you can join them against the signup path and see which flow produces bad addresses.
Validate in the app, not in Braze
A real-time check at the point of capture stops the address entering the user profile. Once it is in Braze it is a symptom rather than something you can prevent.
Use your deliverability contact for reputation questions
If bounces are concentrated at one receiving domain, that is reputation rather than list quality, and Braze's team has data you do not.
The mistake people make here
A bounce report mixes two causes that need opposite responses: addresses that do not exist, and receivers refusing mail they could have delivered. The first is fixed by checking the list. The second is a sending problem and no amount of cleaning will move it.
Questions people ask
Why does a mobile-first product have email bounce problems?
Because addresses are typed into a phone during account creation, with no confirmation step and a small keyboard. The typo rate is higher than on a desktop web form.
Does a bounced email stop push notifications in Braze?
No. Channels are independent on the user profile, so a user with a dead address stays fully reachable by push and in-app messaging.
Where do I see per-user bounce history?
On the user profile, and in Currents if you stream events to your warehouse. The dashboard gives the aggregate view.