A soft bounce could mean that the ISP had a firewall or spam filter that your email hit. It is not as serious as a hard bounce. A hard bounce means that email address likely no longer exists. In the case of a soft bounce, you will want to remove those emails from your database permanently and have your sales team reach out to those email recipients to confirm if they would still like to receive your messages and would they please white list your sending address with their email service provider. In the case of a hard bounce, you will also want to remove those emails permanently. Then, you will want to have your sales team reach out to those email recipients via phone or mail or in-person to see if you can get an updated email address. This is a case where a VDP direct mail campaign tied to a PURL for a larger database of hard bounces could enable you to append that list with the most recent email addresses so that your intended messaging makes it through to the greatest number of potential customers.