What is an email bounce rate?

When you send out an email campaign, you expect your messages to land in your subscribers' inboxes. However, sometimes emails don't make it. This is where the email bounce rate comes in. It's a key number that tells you how many of your sent emails couldn't be delivered to their intended recipients. Think of it like sending a letter through the mail, but it comes back because the address was wrong or the mailbox was full. There are two main types of bounces: 'hard bounces' and 'soft bounces'. A hard bounce means the email address is permanently undeliverable, perhaps because it's fake, misspelled, or no longer exists. A soft bounce, on the other hand, is a temporary issue, like the recipient's inbox being full, the server being down, or the email being too large. While soft bounces can sometimes resolve themselves, hard bounces need immediate attention.

Why it matters

Monitoring your email bounce rate is really important for your email marketing success. A high bounce rate doesn't just mean your messages aren't reaching people; it can also hurt your sender reputation. Email providers like Gmail, Outlook, and Yahoo look at your bounce rate to decide if you are a legitimate sender or potentially a spammer. If they see too many bounces, they might start sending your emails to the spam folder, or even block you entirely, preventing your good emails from reaching anyone. Keeping your bounce rate low helps ensure your emails actually get delivered. This means more people see your promotions, updates, and valuable content, which can lead to better engagement, more website visits, and ultimately, more sales or leads for your business. It protects your ability to communicate with your audience effectively.

How to improve it

Improving your email bounce rate involves several practical steps to keep your email list healthy and your emails deliverable. Here are some key strategies:

Clean your email list regularly

One of the most effective ways to reduce bounces is to remove invalid and inactive email addresses from your list. After a hard bounce, these addresses should be removed immediately. For soft bounces, if an address consistently bounces, it's wise to remove it after a few attempts. Many email marketing platforms do this automatically, but it's good to check.

Use double opt-in

Double opt-in means that after someone signs up for your email list, they receive a confirmation email asking them to click a link to verify their subscription. This ensures that the email address is valid and that the person genuinely wants to receive your emails, preventing typos and fake sign-ups.

Check email content and formatting

Sometimes, the content or formatting of your email can trigger spam filters, leading to bounces. Avoid using too many all-caps words, excessive punctuation, or spammy phrases like 'free money' or 'urgent'. Also, make sure your email's HTML is clean and properly coded. Sending test emails to various providers can help you spot potential issues.

Authenticate your emails

Setting up email authentication methods like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) helps email providers confirm that your emails are really coming from you. This builds trust and significantly improves deliverability, reducing the chances of your emails being marked as spam or bouncing.

Best practices for ongoing management

Maintaining a low bounce rate is an ongoing effort. Here are additional best practices:

Monitor regularly

Keep an eye on your email bounce rate after every campaign. Most email marketing services provide detailed reports that show your bounce rate. If you see a sudden spike, investigate immediately to find the cause.

Segment your audience

Sending relevant content to specific groups of your audience can reduce the likelihood of them marking your emails as spam, which can indirectly affect deliverability and sender reputation. While not a direct bounce factor, a highly engaged list is a healthy list.

Warm up new IPs

If you're using a new IP address for sending emails, don't send a massive campaign right away. Start with smaller batches of emails to highly engaged subscribers. This helps email providers recognize your IP as a legitimate sender gradually, rather than flagging it as suspicious. Understanding and managing your email bounce rate is a fundamental part of successful email marketing. By regularly cleaning your list, using double opt-in, optimizing your content, and authenticating your emails, you can significantly improve your email deliverability and ensure your messages reach the right people. Make these practices a regular part of your email marketing routine to maintain a healthy and effective communication channel with your audience.