| Brevo | |
|---|---|
| Their stated threshold | Brevo's guidance points at keeping hard bounces under 2% and they act on accounts that exceed it repeatedly. |
| What happens if you cross it | Brevo's compliance review can pause an account, and new accounts sending to an unfamiliar list are reviewed before large volume is released. A first campaign to a purchased list frequently triggers that review. |
| Where the bounce data lives | Campaigns, then the campaign's statistics, where Hard bounces and Soft bounces are separate counters. Contacts, then Blocklisted, lists every address blocked account-wide with the reason. |
| How bounces are classified | Brevo blocklists a hard-bounced address at the account level, so every list you own stops sending to it at once rather than each list carrying its own suppression. |
Bringing the rate down
Each step is an action inside Brevo, in the order worth taking them.
Open the blocklist and read the reasons
Contacts, Blocklisted shows each address with why it was blocked: hard bounce, complaint or unsubscribe. Those need different responses and the column tells you which.
Match the blocked addresses to their import
Brevo keeps the list each contact came from. Group the blocked addresses by list and the bad import usually stands out immediately.
Use double opt-in on your signup forms
Brevo builds this into its form editor, and it removes the typo and fake-address problem before an address ever enters the account.
Send the next campaign to one list at a time
Sending to a combined audience hides which list is causing the bounces. Separate sends give you the number per source.
Verify before the next import
Brevo does not check deliverability at import. The first test is the campaign, and by then the bounce has already been recorded against you.
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
Is a Brevo blocklist entry account-wide?
Yes. Unlike platforms that suppress per list, Brevo blocks the address across the whole account, so no list you own will send to it.
Why is my new Brevo account limited?
Brevo reviews new senders before releasing volume. Sending to a list they cannot see a provenance story for is the usual trigger, and the review is a person reading your account.
Does a blocked address count against my sending quota?
No. Brevo does not attempt the send, so it does not consume an email credit.