What is bounce rate in email marketing?

Bounce rate is the percentage of emails that are not delivered to your recipient’s email address. Most emails bounce because of invalid email addresses, full email addresses, blocked servers, or unavailable email addresses. 

Types of Email Bounces  

There are two types of email bounces. Hard bounce and soft bounce. 

Hard bounce: This is a permanent email delivery failure caused by invalid or deleted email.  

Soft Bounce:  This is a temporary email delivery failure caused by the recipient’s email being full or problems with the recipient’s email domain server. 

Bounce rate effect in email marketing 

Most email marketing services like Mailchimp, Convertkit, Aweber, Drip, ActiveCampaign, etc. have a maximum percentage of allowed bounce rate. If you surpass the limit, your account will be either blocked or suspended.  

It is recommended that you keep your email bounce rate to less than 2%. 

How to minimize bounce rate 

If you have an old email list, make sure that you have cleaned it by validating your email addresses. There are several free tools available online which can help you with mass validating of email addresses.  

You can also configure your email server or service to automatically remove all bounced emails.  

To prevent people from subscribing to your email list with invalid emails, use double opt-in. This means that the user must verify his or her email after subscribing.  

Some email messages bounce because of being rejected by email spam filters. Avoid sending email messages that have spam trigger words like gift, act now, free hosting, etc. 

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