Bounce Rate

What is Bounce Rate (email) ?

Email Bounce Rate refers to the percentage of email addresses in your subscriber list that did not receive promotional messages because you message was returned by the recipient’s mail server. There are two types of bounces, namely soft bounce and hard bounce.

What is a Good Email Bounce Rate?

The benchmark for bounces is less than 2%. Anything above a 2% bounce rate for your email campaign is worthy of your attention. If you’re seeing bounce rates over 5%, or even as high as 10% or greater, this suggests a significant problem that you will want to resolve. High bounce rate hurt the sender’s reputation. It arises when marketers use mailing lists that have gone stale. Apart from that, errors when importing or entering addresses also cause both increased bounce rates and emails qualified as spam.

What is bounce in email ?

Bounced emails are addresses that could not be delivered successfully to recipients of email marketing campaigns. There are two types of bounced emails: hard bounces, and soft bounces.


Hard bounces are addresses that were rejected outright. Possible reasons for a hard bounce could be because the recipient’s address no longer exists or the email’s domain name no longer exists. Hard bounced emails are flagged in your mailing list, as well as the email unsubscribes list, so that you do not send to those emails again when you send to the mailing list again. This is done to ensure your deliverability and IP reputation are not damaged from repeat sends to addresses where an email bounced back.


Soft bounces are addresses that were rejected due to a temporary issue, such as a recipient’s email box being full. Since these reasons are temporary, we don’t flag those addresses in your list or add them to the email suppression list right away because they may be able to be sent successfully when you mail again next time. However, after five consecutive unsuccessful attempts to deliver to a soft bounced email address it will be flagged as hard bounced.

What is bounce back rate ?

Bounce rate is an Internet marketing term used in web traffic analysis. It represents the percentage of visitors who enter the site and then leave (bounce) rather than continuing to view other pages within the same site. Bounce rate is calculated by counting the number of single page visits and dividing that by the total visits. It is then represented as a percentage of total visits.


How do I reduce email bounce rate?

There are a number of ways how you can reduce email bounce rate such as only using permission-based (Opt-In) email list, keeping your subscribers’ list updated, verifying the email addresses, being consistent with your emails, writing quality emails, avoid creating spam-like emails and avoid using free sender domains etc.

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