What Is Email Bounce Rate and How to Reduce It Effectively? [2023]

If you’re looking to optimize your e-mail advertising campaigns, then it will be significant to observe and measure the efficiency of your e-mail campaigns. The core metrics to measure the success of an e-mail are the e-mail bounce price, open price, and click-through price (CTR).

While the open price and CTR outline how properly your e-mail content material is, the bounce price helps to decide the standard of your e-mail listing.

It is principally when the e-mail by no means reaches the inbox in any respect.

For instance, suppose you crafted a superb e-mail stuffed with beneficial content material and thrilling presents and despatched it to a possible buyer. But, it seems the e-mail handle was non-existent and by no means reached the supposed recipient.

There might be a number of different explanation why an e-mail could bounce. And at this time, you’ll learn the way to optimize your lead listing and cut back your e-mail bounce price considerably.

After studying this text, you’ll

Get a greater understanding of e-mail bounce price.

Learn how one can measure bounce price.

And be taught efficient methods to cut back your e-mail bounce price.

So, let’s start.

What Is Email Bounce Rate – Detailed Explanation

Table of Contents

Email bounce price is a metric that measures the share of e-mail messages that weren’t efficiently delivered to the recipient’s inbox. When you ship an e-mail, it goes by way of numerous levels, and at every stage, there’s a potential for a bounce to happen.

Normally, there are two forms of e-mail bounce:

Hard Bounce and Soft Bounce

Hard BounceHard bounces occur when an e-mail you ship can’t be delivered to the recipient’s handle for a everlasting and usually easy motive. Some frequent causes for a tough bounce embrace:

Invalid Email Deal withThis is when the e-mail handle you’re sending to doesn’t exist or it’s mistyped, making it unattainable in your e-mail to discover its means to the recipient.

Domain Doesn’t ExistSomeinstances, the area a part of the e-mail handle (the half after the “@” image) doesn’t exist, i.e., a flawed e-mail handle or the area is not getting used.

Blocked By Receiving ServerIn sure circumstances, the recipient’s e-mail server might need blocked your e-mail handle or area, stopping any messages from getting by way of. This often occurs when your e-mail area is marked as being spammy, i.e., most recipients marked your e-mail as spam. It may additionally occur for those who use a sending service that’s not well-trusted and is blacklisted by e-mail purchasers.

Soft BounceA comfortable bounce happens when the failed supply is due to a short lived state of affairs. This means the e-mail is not going to undergo in the meanwhile however may fit once more later. Some frequent causes for a comfortable bounce embrace:

Mailbox Is FullYour e-mail can’t get by way of if the recipient’s mailbox is full. But, that is often a short lived concern that can not stay when the recipient frees up house of their mailbox.

Busy Server or Temporary Server IssuesThis is when the recipient’s e-mail server is briefly down or in upkeep mode. It merely means you might have to strive once more later. A great way to deal with that is to provoke computerized re-sending of emails after sure intervals in the event that they fail initially.

Message Is Too GiantIf your e-mail is just too massive for the recipient’s inbox, it’d bounce again briefly.

Why Is It Important to Track Email Bounce Rate?

If you’re dedicated to operating e-mail advertising campaigns, then monitoring the e-mail bounce price is essential each by way of prices and outcomes.

Following are a few vital explanation why it’s best to monitor the bounce price actively.

You shall be ready to perceive and enhance the standard of your leads.If emails bounce, you understand there’s a probability among the e-mail addresses are flawed or invalid. This means both you didn’t confirm your e-mail listing correctly or your lead era strategy has some flaws.

But this may also imply that your ROI estimations is probably not fairly correct if you ship emails. And your listing could require you to get increased email-sending limits regardless of not having sufficient appropriate emails.

After observing this metric for a few campaigns, it is possible for you to to work on enhancing your lead funnel copy, enhance the re-verification of emails, and possibly use an e-mail verifier to establish flawed emails from the present lists.

It will assist to keep away from getting flagged by ISPsMany ISPs use sender scores to assess the status of e-mail senders. Consistently sending to invalid or unresponsive addresses can decrease your sender rating. A decrease sender rating can lead to your emails being filtered or blocked. So, if you see a excessive bounce price, it’s best to instantly establish and take away the bounced emails earlier than sending your subsequent e-mail.

How To Measure Email Bounce Rate?

The e-mail bounce price is measured with the next formulation:

(Total Bounces/Total Emails Sent) x 100%

Email Bounce Rate Calculation

Let us take an instance. Suppose you might have 2000 subscribers and simply launched a reduction e-mail marketing campaign for Christmas. You seen that 200 emails bounced.

Based on this instance, let’s put the numbers within the formulation:

This knowledge could be precisely collected out of your sending service logs & stories.

What Is A Good Bounce Rate In Email Marketing?

An ultimate bounce price in e-mail advertising is usually as shut to zero as doable.

In a really perfect state of affairs, you’d need all your emails to attain their supposed recipients with none bounces.

However, anticipating a totally zero bounce price is commonly unrealistic due to elements like occasional typos in e-mail addresses or short-term points with e-mail servers.

In apply, an inexpensive and generally accepted benchmark for a superb common e-mail bounce price is round 2% or lower. This implies that out of each 100 emails you ship, you’d ideally need not more than 2 to bounce.

But, the actual fact is, the closest you may go in direction of zero is by guaranteeing you’re gathering leads with excessive effectivity with correct validations and e-mail verifications.

10 Effective Ways To Reduce Email Bounce Rate

Now that you simply perceive the idea of e-mail bounce price, you will need to additionally know that it isn’t a lifeless finish. Following are just a few confirmed methods you may guarantee your e-mail listing is of top quality and might help you cut back your bounce price considerably.

1. Verify Emails With A Reliable Tool

If you might have an present e-mail listing, chances are you’ll use a trusted e-mail verifier to discover out which emails are nonetheless energetic and are not legitimate. Some of those instruments could establish disposable/short-term or flagged e-mail addresses related to spam traps that will have an effect on your sender’s status.

That means, you may take away the defective emails and proceed along with your e-mail campaigns with excessive effectivity and low bounce charges.

Some widespread instruments for e-mail verification are Clearout, ZeroBounce, and many others.

2. Use Double Opt-in To Avoid Spam Lead Collection

A double opt-in e-mail is a strategy of confirming and acquiring consent from an individual earlier than including him/her to your e-mail listing.

Basically, when somebody opts in by way of your lead type, an automatic e-mail is distributed to click on on a hyperlink to affirm a subscription. Once the hyperlink is clicked, the individual shall be added to your e-mail listing.

This will guarantee,

The e-mail addresses are legitimate.

The individual supplied his/her actual e-mail handle.

Prospect gave permission to e-mail.

So, this can be a good way to guarantee prime quality and ultimately cut back bounce price in e-mail advertising.

3. Avoid Sending Cold Emails Or Irrelevant Emails

To preserve a robust e-mail advertising technique, keep away from sending emails to individuals who haven’t expressed curiosity or sending content material that doesn’t align with their preferences.

At the identical time, don’t gather emails with out consent and ship emails out of the blue. It often annoys them and will increase the prospect of being marked as spam.

4. Do Not Purchase Email Lists

Purchasing e-mail lists is not dependable. It’s been fairly a while since individuals have been extra involved about privateness and knowledge safety. Now, it’s nearly unlawful to gather and promote leads. Hence, in case you are buying e-mail lists, you’re most definitely serving to somebody succeed with an unlawful enterprise.

At the identical time, there is no such thing as a means to affirm the standard of the leads and what number of others have purchased the identical e-mail listing.

Eventually, chances are you’ll find yourself with lots of defective or pissed off people within the listing that can both improve your bounce price or cut back e-mail open price.

5. Avoid Spam Triggers In Email Content

You could contemplate specializing in avoiding spam triggers on the e-mail content material you employ. This could embrace

Spammy key phrases (similar to free, assure, pressing, and many others.) on the e-mail topic line and preview textual content.

Too a lot use of spammy key phrases within the e-mail physique.

Excessive use of capitalization and particular characters.

Email physique content material that doesn’t relate to the topic line in any respect.

Too many hyperlinks within the e-mail physique.

No firm enterprise handle or contact data on the e-mail physique.

No means to unsubscribe or change e-mail preferences.

Avoiding these will prevent from getting flagged by e-mail purchasers.

6. Clean Your Email List Regularly

You should commonly make investments time in figuring out continuously bounced emails and take away them. This will make sure you solely have high quality leads and have to fear much less in regards to the e-mail bounce price.

If you might have a big e-mail listing, utilizing a dependable instrument to carry this out each 3-6 months could be a terrific choice.

7. Always Remember To Maintain A Good Email Sender Reputation

Your status as a “Sender” is commonly tracked by ISPs and e-mail service suppliers to guarantee they will detect potential spammers.

Hence, you will need to give attention to high quality in content material and your lead listing to keep away from getting a low rating as a sender. If you’re as soon as thought-about a spammer, then each e-mail out of your area could find yourself in spam containers and ultimately be blocked.

8. Send Emails With A Suitable Frequency

Sending emails on the proper frequency is essential. Bombarding your viewers with tons of emails each week could be overwhelming, main to unsubscribes or disengagement. Many could even get too aggravated and block you, main to bounces. Many e-mail purchasers may also contemplate you a spammer in the event that they discover too many emails from you in a brief span of time.

On the opposite hand, ready too lengthy earlier than sending emails to customers could go away you with much less scope to refine your e-mail listing, as many addresses could not keep legitimate.

So do ensure you preserve a wholesome e-mail frequency, possibly 1 e-mail per week (or max 2).

9. Avoid Collecting Emails Without Permission

Many individuals usually resort to gathering emails on-line, possibly by way of LinkedIn or YouTube channels. Unless you’re in search of partnerships or affiliation, this isn’t one thing try to be doing.

Even so, merely gathering these emails with none permission may very well backfire since many emails which can be obtainable to the general public is probably not legitimate.

Using e-mail affirmation and sustaining transparency about how you’ll be utilizing the emails will enable you get extra legitimate opt-ins in your lead era funnel and keep away from a excessive bounce price.

10. Use A Verified Domain

Make positive you’re utilizing a verified area to run massive e-mail campaigns. Many e-mail purchasers will preserve your emails from getting delivered if the area isn’t verified.

Reliable Email Verification Tools To Maintain An Efficient Email List

In case you’re prepared to validate and confirm your present e-mail lists, the next are just a few instruments chances are you’ll look into.

i. Bouncer

Bouncer is an e-mail verification software program recognized for its user-friendly interface and excessive accuracy. When you submit an e-mail for verification, Bouncer instantly anonymizes it, guaranteeing privateness.

One of its notable options is the zero downtime coverage, assuring customers of uninterrupted service.

Bouncer presents numerous checks, together with area, syntax, catch-all server, and disposable e-mail detection. It even accommodates bulk verification, permitting uploads of up to 250,000 emails directly.

ii. ZeroBounce

ZeroBounce is one other instrument for checking legitimate e-mail addresses and follows strict guidelines for knowledge safety like GDPR, SOC 2, and PCI.

It has a characteristic known as “Email List Enhancement” that may enable you discover out the names, places, genders, and many others., associated to the e-mail handle.

This e-mail verifier is taken into account among the finest out right here.

iii. By no meansBounce

By no meansBounce is a useful instrument for verifying emails in bulk. It can be utilized in real-time and routinely test emails if configured correctly in your web site.

They’re so positive about their service that if greater than 3% of the emails nonetheless don’t work after you employ By no meansBounce, they’ll provide you with financial compensation.

Reliable Sending Services That Can Help Avoid Technical Spam Filters

A variety of technical points are concerned when it comes to selecting sending companies. Some preserve high quality and are prioritized by e-mail purchasers. others could have allowed spammers to e-mail utilizing their companies and have been blacklisted.

Following are just a few SMTP companies you may contemplate going for.

i. Brevo (previously SendinBlue)

Brevo is well-known as a SaaS e-mail advertising instrument, however you too can take their unique sending service with out the costly e-mail advertising choices.

You can get a free plan to ship up to 300 emails per day. For extra, you might have to subscribe to their paid choices.

ii. MailChimp SMTP

MailChimp is the most well-liked e-mail shopper however isn’t all the time thought-about the most effective for segmented e-mail advertising.

However, their SMTP service is certainly one thing chances are you’ll use with none doubt.

iii. MailerSend

MailerSend comes with nice reasonably priced choices to use their SMTP service, beginning with up to 50k emails per 30 days for as little as $24.

Plus, they’re well-optimized to keep away from technical spam filters.

One of the essential selections to make is choosing the proper e-mail advertising instrument. Based in your necessities, it’s your decision to look into options similar to lead segmentation, simple marketing campaign administration, good e-mail builder, optimized e-mail protocols to keep away from spam filters and e-mail automation.

Following are just a few e-mail advertising automation instruments chances are you’ll think about using.

i. Mail Mint

If you’re utilizing a WordPress web site, then Mail Mint is among the finest e-mail advertising instruments chances are you’ll think about using.

Mail Mint is correct now the best e-mail advertising automation instrument in WordPress, with essential options similar to lead administration & segmentation, visible e-mail builder, e-mail sequences, automation workflows, deserted cart restoration, and opt-in kinds to gather leads.

It is optimized to enable you gather and set up leads for focused e-mail campaigns. At the identical time, you too can simply arrange e-mail automation primarily based on a number of triggers in your WordPress website.

The better part about this instrument is it is possible for you to to begin utilizing it in a matter of minutes with none help required.

ii. ActiveCampaign

ActiveCampaign is sort of widespread for its superb e-mail automation management apart from being a superb e-mail advertising instrument.

It permits you to arrange automation triggers in lots of conditions similar to e-mail opened, product bought, button clicked, type submitted, and many extra.

This instrument is taken into account among the finest for e-mail automation flows and could be built-in with any kind of web site simply.

iii. HubSpot

Hubspot is an incredible all-in-one platform that comes with CRM, e-mail advertising instruments, automation workflows, lead kinds, and many extra.

It is a superb choice for enterprise-level companies and has every part you want to effectively management e-mail advertising and buyer worth journey (though on the costly aspect).


The backside line is that monitoring and enhancing all e-mail metrics (e-mail bounce price, open price, CTR) are vital. Your e-mail advertising success price will depend upon all of the metrics mixed.

You have to ensure you are comply with the ten tips supplied on this article to preserve the standard of your leads and keep away from getting excessive bounce price. And then, you may give attention to enhancing the open price and CTR.

And all of those may also rely lots on the e-mail advertising instrument you select. So ensure you take time to perceive your online business necessities earlier than going for anybody.

We suggest you employ Mail Mint when you have a WordPress website. It will make it tremendous simple to run e-mail advertising campaigns with segmented leads.

So go forward and begin getting increased outcomes from e-mail advertising by enhancing your e-mail bounce price.


Fatema Tuz Zohra Nabila

About Author

Fatema Tuz Zohra Nabila

Nabila is a product advertising supervisor at WPFunnels. She is a vivid storyteller and loves guiding individuals on e-mail advertising & gross sales funnel techniques.