Related terms

• Hard bounce
• Missing rate
• Soft bounce

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Bounce rate

The bounce rate is the percentage of messages that are returned undelivered compared to the total number sent. Similar to the missing rate, the recipient is not informed of the message. The difference is that the sender receives a notification with the reason for the bounce.

What causes a high bounce rate?

If one of your campaigns results in a very high bounce rate, it can be due to various factors. On one hand, it may be that the email addresses of some of your subscribers result in soft bounces (e.g., their mailbox is full or their server is temporarily down) or hard bounces (e.g., the address no longer exists, is inactive, or has accumulated too many temporary bounces).

It's also possible that the problem is not related to the email addresses in your database but instead is caused by factors on your end. In this case, a high bounce rate could be due to a poor IP reputation from which you are sending emails, your sender being blacklisted, or the content of your campaign triggering spam filters in email clients.

How to reduce bounces?

If you identify a high bounce rate and want to improve it, there are several actions you can take to reduce it:

• Avoid buying email lists: Purchased lists are likely to contain many invalid, inactive, or outdated email addresses. Only import into your database the addresses you've collected through legitimate means.
• Clean and verify your lists: If you want to eliminate permanent bounce addresses, conducting list verification and cleaning can help you maintain a clean and healthy subscriber list, reducing bounces.
• Use double opt-in forms: Implementing double opt-in methods for subscriber sign-ups allows only existing and active email addresses to confirm their subscriptions, reducing the presence of non-existent addresses in your lists.
• Craft quality content: Ensuring that your email content is relevant to your subscribers and avoiding the use of link shorteners or spam-triggering words will reduce the chances of emails bouncing. Sending from a reputable IP address also contributes to lower bounce rates.
• Consistency in email sending: Maintaining a consistent email sending schedule can help improve your sender reputation, which in turn can reduce bounce rates.