Making sense of your bounce rate


The great thing about email marketing is that you can track most of the activity that happens on the email once it’s been sent. Pulling reports is one thing, but it’s useless if you don’t understand what the metrics are saying or what you should be doing about it.

Let’s look at bounce rates and how they can impact your campaign.

What is a bounce?

A bounce is a notice from the receiving ISP or domain that the email you attempted to send has not been delivered. The ISP’s and other domains return a code and text message to the sender when an email isn’t delivered.

There are two types of bounces, soft and hard. A soft bounce is a temporary issue, like when the recipient’s inbox is full or when the email message is bounced back by the recipient’s mail server.

Hard bounces are more permanent errors that signify a truly undeliverable record, like  when the recipient’s address is invalid or when domain name does not exist. A hard bounce can also mean a spam block, that ISP’s have purposely blocked your email.

Why should I care?

High bounce rates impact your campaigns negatively because your sender reputation suffers and the delivery rate to valid email addresses is slowed as a result. This means the higher your bounce rate, the less likely your email is going to be delivered to the subscriber inbox.

To avoid this you must keep your subscriber list clean, send to valid, active email addresses and manage your bounce rate.

How do I manage bounce rates?

Everlytic automatically keeps track of bounces for you, so that you never have to send to non-existent domains or invalid email addresses. We also offer a reputation management service that can keep a handle on your sender reputation for you.

For specific answers to your bounce questions, please go to our Facebook page and post your questions.