Nothing can be worse than the bounced emails for an email marketer. With every mail that bounces, you lose a potential customer. Furthermore, your deliverability rate will be affected. Once you have a low deliverability rate, your reputation as a sender will take a hit too.

Doesn’t that sound like a nightmare?

Let’s discuss the email bounce, types, and the solutions available for them.

What is a bounced email?

When you send an email, and it gets rejected from the recipient’s side. It is known as bounced email. It can be due to many reasons, including but not limited to rejection from the server, invalid email, and inactive email.

The bounce rate is the percentage of the recipients who didn’t receive your email.

Types of bounced emails

There are two types of bounced emails: hard bounces and soft bounces.

Soft bounces

Mostly, soft bounces occur due to rejection from the server. A server rejects an email when

  • When the email box is full.
  • The email is too big.
  • The server either crashed, or it is down.

Hard bounces

Hard bounces occur due to permanent issues from the receiver’s side. If there is a hard bounce, your email will never be delivered to that address. Hard bounce can be due to:

  • Invalid email
  • Inactive mailbox
  • Domain name either expired or doesn’t exist.

Why is a low bounce rate good?

It isn’t easy to get a 0% bounce rate. But, you can try to maintain to very low bounce rate. Here are some reasons to ensure a low bounce rate:

  1. A low bounce rate indicates that you have a good marketing campaign. It also shows that your email list consists of valid and active users. A high bounce rate means there are some problems with your campaign. Either your list isn’t good enough, or you are trying a wrong strategy to send the emails. You can always use an email checker to make sure your bounce rate remains low.
  2. A high bounce rate negatively affects your email deliverability. If you continuously face a high bounced rate, there is a good chance your domain or IP will be included in a blacklist. An inclusion in the blacklist means your company and domain reputation has been damaged. So you need to make sure your bounce rate remains as low as 2% if you are looking for good results.
bounce rate

Steps to ensure a low bounce rate

A low bounce rate means you have nothing to worry about in an email marketing campaign. To achieve this, the following are some steps:

Fix hard bounces

Hard bounces indicate the permanent problems in the email address. So, you can’t do anything to drive your message to them. All you have to do is to get rid of the hard bounced emails. You can delete them manually or use a tool for this purpose.

Fix soft bounces

Soft bounced emails shouldn’t be deleted quickly. There is a high chance that the server issues might get resolved. So, you can segment your list and keep them separately to run a separate campaign later on. However, if the issues still exist after some time. These emails become a burden on your pocket. .So, you have to get rid of them.

Verify emails

Verification is an essential step in email marketing. It ensures your emails are valid, active, and land right in the receiver’s inbox. This is a complex process, but it gives a new life to your campaign. Email verification can help you get rid of all invalid and inactive email addresses. Email verifiers also use advanced techniques to save your sender reputation before you even start an email marketing campaign.

You can read our detailed guide to verify the email addresses.

Use a double opt-in system

The double opt-in system helps you make sure you get a highly relevant audience. Basically, whenever a user signs up, an email containing the verification link is sent. When the user clicks that link, it means you have permission to send them the emails. The process also verifies that the given email was the valid one and won’t increase the bounce rate.

Give the user some control

Email marketing is all about caring the user preferences. You can set up a preference center where the user can select the emails he wants to receive. When a user gets emails according to the set preferences, he won’t unsubscribe or label your emails.

Be regular

When you regularly interact with your audience, you will see a decrease in the email bounce rate. It will also increase the engagement rate. Another benefit of being regular is that you can identify those users who have changed their email addresses. However, don’t overwhelm. Otherwise, they might label your emails as spam.

Avoid free email sending services

Free email sending services might look tempting, but they can destroy your whole marketing campaign. You will experience an increase in the hard bounce rate because fee services don’t pass the DMARC policy. It also looks unprofessional when a business uses a free service like Yahoo or Gmail for communication.

Keep an eye analytics

A good email marketer measures the performance of the campaign each and every time.

When you keep an eye on the analytics, you can identify the high bounce rate on time. Once you determine the bounce rate, you can take preventives measures on time.

Performance monitoring also allows you to check your open rate, click-through rate, and conversion rate. You can change or modify your strategy on time. It will result in a successful email marketing campaign.


MailTester- A one-stop solution to all of your problems

MailTester aims to make your email marketing campaigns successful. Our email verifier can help you get rid of the high bounce rate issue. We use advanced and proven techniques to make your list clean and verified. Our goal is to offer a solution to all of your email marketing problems.

If you think your email marketing campaign is facing a high bounce rate, we are at your service.