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Email is no longer just a marketing tool. In recent years, organizations have increasingly used it for a variety of critical purposes—operational updates, sending invoices and receipts, and even transferring sensitive medical, financial, or personal information. That’s why ensuring these messages are delivered correctly, read by the customer, and—if needed—responded to, is absolutely essential.
In many cases, regulations actually require businesses to verify that messages were successfully delivered. For industries like insurance, banking, healthcare, or investment services, a missed quarterly report isn’t just a service glitch—it could mean a regulatory violation, or even grounds for legal action.
And yet, accurate communication with customers can be surprisingly complex.

The Hidden Risks in Everyday Communication

Why do messages sometimes fail to reach their destination? Common culprits include incorrect email addresses or phone numbers, spam filters blocking messages, and lack of synchronization between internal systems. These seemingly small issues can lead to major operational failures, poor customer experience, and regulatory exposure. To avoid these pitfalls and ensure reliable, secure communication, here are the key areas to focus on:

Privacy & Data security

With growing scrutiny from regulators, data security is more important than ever. Your Email marketing platform must comply with both local and international standards like ISO, GDPR, and others. Choosing a provider that follows best practices in data handling and privacy is not optional—it’s essential.

Proactive security audits

The best communication platforms conduct regular, proactive security audits—often by independent cybersecurity firms. These audits identify vulnerabilities and recommend fixes before problems arise. Organizations that send sensitive or regulated information often conduct their own audits of vendors as well, requiring transparency and accountability.

Deliverability matters

Deliverability is your message’s ability to bypass spam filters and actually appear in your customer’s inbox. Improving it requires several best practices:
Ensure your content doesn’t trigger spam filters
Use authenticated, reputable sender domains
Include unsubscribe options
Test before sending wide-scale campaigns
While no provider can guarantee 100% deliverability, consistent adherence to these standards builds sender reputation—greatly improving the chances your messages will reach their destination.
Learn more about deliverability best practices here.

Bounce management

Bounce handling is critical to maintaining your sender reputation. A soft bounce may occur if a mailbox is full or a server is temporarily unavailable. A hard bounce usually means the address is invalid or mistyped. Your platform should:
– Automatically suppress hard bounce addresses
– Flag soft bounces for follow-up
– Help you manage and clean lists efficiently
– Identify spam flags, whether correct or incorrect
Smart bounce handling protects your domain reputation and helps maintain high deliverability over time.

Professional meets practical

Your Email marketing platforms must meet IT, compliance, and security requirements—but also be user-friendly enough for marketers, HR teams, and internal communications managers.
The ideal platform balances robust security and compliance features with an intuitive, non-technical user experience. That means less reliance on IT for everyday tasks and more agility across departments.

Bottom line, A smart, secure, and well-integrated Email marketing platforms allows your organization to stay compliant with regulatory standards, ensure that customers receive (and read) critical messages, streamline both internal and external workflows.
In a world where every message counts, choosing the right system is not just a tech decision—it’s a strategic one.

If you’ve sent an email campaign and noticed that some emails bounced or weren’t delivered at all, you’re not alone. Email bounces are a common issue that can impact your campaign’s success—and even your sender reputation. But don’t worry! inwise system’s automatically manages these issues for you, filtering out invalid addresses and helping maintain your sender domain’s reputation, ensuring your emails reach their destination.

In this article, we’ll explore why emails bounce, how to handle it properly, and how inwise helps you maintain high deliverability rates while protecting your domain.

What is a bounce?

When an email is sent but doesn’t reach its recipient for some reason, the recipient’s mail server sends a bounce message explaining why the delivery failed. These bounces fall into three main categories:

1. Soft Bounce – Temporary issue. A soft bounce occurs when an email cannot be delivered due to a temporary issue, such as:
   – The recipient’s mailbox is full.
   – The recipient’s mail server is temporarily unavailable.
   – The recipient has an “Out of Office” auto-reply enabled.
   In these cases, the system will attempt to resend the email up to three times. If delivery fails after these attempts, the address will be marked as a hard bounce for 90 days. After this period, the system will check again if the address is active.
2. Hard Bounce – Permanent issue. A hard bounce occurs when delivery fails due to a permanent issue, such as:
   – The email address is invalid or misspelled.
   – The recipient’s mailbox no longer exists.
   – The domain is inactive.
   Addresses marked as hard bounces are automatically classified as inactive, and no further emails will be sent to them.
   You can review your bounce list, correct any errors, and attempt to resend emails if necessary.
3. Spam – Blocked due to spam filtering. If an email is flagged as spam (whether accurately or mistakenly), the recipient’s server may block it from delivery.

Why is it important to manage bounced emails?

Email providers monitor your bounce rate. If a high percentage of your emails fail to reach recipients, you may be flagged as an unreliable sender—or even a spammer—which can severely impact your future deliverability. Properly managing bounces helps maintain your sender reputation and increases the likelihood of your emails reaching recipients’ inboxes instead of their spam folders.

How does inwise protect your sender reputation?

• Automatic Filtering: inwise automatically filters out invalid addresses and maintains an intelligent bounce management system.
• Hard Bounce Handling: Email addresses marked as hard bounces are labeled inactive to prevent further delivery attempts.
• Soft Bounce Monitoring: If an address consistently soft bounces over a set period, it will be temporarily removed from your list.

How to improve your email deliverability?

Remove Hard Bounces: Addresses that repeatedly bounce due to permanent issues should be removed from your list to prevent harm to your sender reputation.

Monitor Soft Bounces: If an address soft bounces multiple times, consider removing it after a certain period.

Managing bounces isn’t just a technical fix—it’s a strategic move to boost your deliverability and prevent your emails from being flagged as spam. Keeping your contact lists up to date and using a professional email marketing system will ensure your messages reach their intended recipients efficiently while maintaining your sender reputation.

We turn to chatbots when we have a problem or need information quickly, and we even share our experiences with them, both good and bad. This is what makes chatbots a particularly important communication channel with users, offering significant value.
Despite this, many businesses and companies still don’t use them— which is a missed opportunity. Properly building and implementing a chatbot on your website, app, or social media can precisely address customer needs, reduce wait times, support sales, and manage resources more efficiently. How is this done? Here’s the complete guide:

What is a Chatbot, and What Types Are There?

A chatbot is essentially software for managing automated conversations and can be used for various needs and purposes: customer service, technical support, training, sales support, information gathering, and even online learning.

The type of conversation and interaction depends on the type of chatbot:

Scenario-Based Chatbot
The classic chatbot found in most websites where conversations follow a pre-programmed scenario. For example, when you message a chatbot on WhatsApp with “Hi” or “I have a problem,” you receive a menu asking you to choose a relevant category (1 for sales, 2 for customer service, 3 for invoice inquiries, 4 for hours of operation, etc.). Behind the scenes, there’s a “scenario tree” that guides the bot’s responses. If needed, customers can request to speak with a human representative.

AI-Based Chatbot
 A chatbot that allows for more natural and accurate interaction with customers, not limited to predefined scenarios. In such conversations, customers can ask questions naturally and receive more accurate responses. As part of a new feature we’re developing, customers can input a URL to a landing page or website directly into the chatbot’s system. The chatbot then “learns” the content and can respond to conversations with relevant, “human-like” answers, without human intervention except in exceptional cases.

Integrated Chatbot
 A chatbot that combines the first two types, allowing for human interaction when needed. For example, a conversation might start with a scenario-based chatbot where the user selects a relevant number (1 for sales, 2 for customer service, 3 for AI chatbot), and then switch to an AI chatbot if “3” is selected.

All in One Place

The type of chatbot implemented in a company or organization depends on their specific needs, the type of interaction they want to create with their audiences, and their specific goals. Therefore, it’s important to conduct accurate profiling, plan the customer journey from the first contact to the final response, and determine the scenarios or information the chatbot needs to “react” to or “learn.”

However, something that is relevant for all types of chatbots, and for all customer communication channels, is the interface from which they are managed. Managing all communication channels from a single, synchronized system makes a real difference. It organizes all conversations, data, and information from all communication channels, ensuring that there is no dependency on specific systems or channels. Information is visible and shared among all representatives or parties, leading to optimal coordination and synchronization. As a result, communication is documented, coordinated, continuous, and smooth.

On the other hand, customers benefit as well, as it becomes easier for them to communicate with the organization. They don’t need to “reconstruct” event details every time, enhancing their overall experience. This is why we developed a chat management interface that allows any organization to manage all communication channels from one place in an exceptionally convenient and easy process.

What is a landing page and what is it used for?

A landing page is a standalone web page that operates independently from a full website, focused on promoting a specific product or service. The primary goal of a landing page is to “convert” the visitor who arrives on it – whether through making a purchase, registering, or leaving contact information. Therefore, the page is designed to provide comprehensive and specific information about the product or service, its value proposition and a call-to-action button prompting the user to take the desired action.

Beyond that, the landing page is a key “junction” in any customer journey or marketing campaign. It is the point where the visitor, already exposed to a marketing message, now shows real interest in the promoted product or service. This is why business owners, marketers, and other professionals invest time, money, and thought into creating every landing page: from crafting clear and sharp messaging to designing the signup form and ensuring the colors align with the brand identity. In fact, despite being just one page, working on it often takes days or even weeks, involving designers, developers, and other specialists.

AI is landing here too 

There is no need to complicate it anymore. Creating landing pages will be easier and smoother from now on. As a result of recognizing a need from our customers, we have integrated a unique and innovative feature that will allow you to create landing pages using AI (Artificial Intelligence). With this feature, you can easily create a professional landing page tailored to your specific needs and aligned with your brand’s marketing language in minutes. Here are all the details you need to know about the new feature:

Enter your website URL – Entering your website’s address allows the system to identify your brand’s tone, headings, and texts, and match the landing page accordingly.

Upload your logo – The logo will appear as part of the landing page, helping to maintain your brand identity and visual consistency.

Choose your color palette – Choosing a range of shades for the landing page design will allow you to enjoy a higher level of design while preserving the color scheme of your branding and marketing identity.

Set a goal – Landing pages can be used for various purposes: registering for a digital or physical event (like a webinar or company outing), making a purchase (such as buying a book or a ticket to a specific show), or leaving contact information (getting more details before registering for a degree or course). Defining the goal will refine the structure of the form embedded in the page and guide the customer toward the desired action.

Input content – The first magic has already happened, and your designed landing page is in front of you. Now, all that’s left is to input the content, edit, and fine-tune what’s needed. You can write the content yourself and/or use AI once again. The AI content writing feature can help you with every part of writing: from headlines and subheadings to the marketing paragraph and even the most suitable wording for the call-to-action button (CTA).

Enjoy independence – There are times when a landing page is urgently needed or has to be created on short notice, and its creation can take time. This could cause significant delays in the marketing process, difficulties in interacting with customers, and even the loss of leads and revenue. The new feature makes this process easier than ever, and within a few minutes, your landing page can be live.

Companies today face a particularly complex challenge: they must communicate a wide range of messages to a diverse audience across multiple channels. Additionally, many of them must comply with strict security and availability requirements.
Other organizational roles, such as IT managers and marketing managers, add to the list of requests by requiring solutions for both operational (in addition to marketing) messaging, a user-friendly interface, and, if that weren’t enough, a Hebrew-speaking support.

We see this firsthand through our collaboration with one of our clients, a major and influential corporation. This corporation operates in multiple fields and therefore needs continuous communication with diverse audiences: business companies, municipalities, public institutions, a customer club, and sometimes direct communication with individual customers or users.

Here are some examples of the services and value our system generates for them and their audiences. We focused on their challenges and operational environment, as well as their use of the inwise system, to ensure a comprehensive and easy-to-use solution.

Challenges

• Multi disciplinary – The corporation requires a system that allows distributing campaigns and managing customer journeys for various fields and purposes—marketing benefits, customer clubs, cultural and artistic activities, personal messages, and more.
• Multi channel – Sending emails and SMS messages.
• Multiple objectives –  Sending operational and immediate messages, alongside marketing messages.
• Targeted communication – Focused and personalized sending based on segmentation.
• Integration with internal systems – The client needs a solution that allows automatic synchronization with their internal systems via API.

Solutions

Customer Loyalty program –  sending emails and SMS messages

The client operates a large customer loyalty program and requires a solution to send content to different customers through different channels according to changing needs (weekly mailings, updates, and special campaigns). The inwise system enables this in a simple and intuitive way. Following distribution, we analyze the effectiveness of the campaigns (opens, clicks, and other relevant metrics) in order to improve future distributions for specific customers and audiences. For example, before a fun day, newsletters and SMS messages were sent with the benefits and registration option. The day before the event, a reminder was sent to registrants, and after the event, a satisfaction survey was sent via email and SMS.

Personal Messages – API integration with internal systems

Every hour, an operational message is sent to the individual user. This precise sending is made possible by the API interface between the client’s internal system and the inwise system, allowing automatic synchronization. The result: an automatic, convenient, and simple process. Our system integrates easily and quickly with many systems, facilitating mailing and distribution processes for our customers. Our support teams are also available to assist customers and IT personnel to ensure real-time synchronization and response.

Projects and Initiatives: targeted sending based on segmentation

The client operates and manages a wide range of projects with many local authorities and municipalities. This requires precise sending to specific groups of stakeholders (e.g., finance managers in large municipalities with over 100,000 residents) rather than a broad approach to all employees in all municipalities. inwise system allows defining message sending based on targeted segmentation by region, role, and other categories. This process prevents broad and irrelevant distribution in advance, enabling more accurate and effective campaign management and distribution.

Reliability and information security

Meeting strict requirements for stability, reliability, and information security is a particularly important need for our client. inwise system complies with quality and information security standards, allowing the client to send messages and campaigns with maximum accuracy, at the optimal timing, knowing the message will reach the customer.

All in one system

With one platform, the client’s entire direct communication system can be managed conveniently, providing peace of mind and ease of use for clients. We were told by the client: “The use of a single, unified system for all the different needs of the company provides a convenient, simple, and precise user experience”