Success in an email marketing campaign isn’t solely based on the open rate. There are other vital metrics to consider to gauge success. Today, we will delve into the topic of email bounce rates, a key metric that offers valuable insights into the quality of your subscriber lists and the relevance of your content. Understanding and managing this rate will optimize the results of your campaigns.
What is the email bounce rate?
The bounce rate is a metric that measures the proportion of emails sent in a campaign that weren’t successfully delivered to recipients because they were returned by their email server. It can be categorized into two main types: soft bounces and hard bounces.
Soft Bounces
Soft bounces stem from temporary issues and are typically easy to resolve. These can happen because the recipient’s inbox is full, the message is too large, email servers are temporarily offline, your domain is blocked, or due to overly sensitive spam filters.
Though they are temporary and often not the sender’s fault, frequent soft bounces can sometimes suggest that adjustments to your sending strategy are needed to improve deliverability.
Hard Bounces
More concerning than soft bounces, hard bounces occur when the email is sent back to the originating server due to a permanent issue. This can happen because of an incorrect, non-existent, or blocked email address. Error messages like “address not found” or “mailbox full” fall under this category.
This type of bounce should be addressed swiftly by removing these addresses from your list to maintain the quality of your subscriber base. The responsibility here lies with the sender, and a high hard bounce rate over an extended period can seriously damage your sender reputation.
Understanding the Bounce Rate Better
Distinguishing between an acceptable rate and a high rate
The acceptable bounce rate varies based on the industry, the nature of your subscriber list, and your emailing strategy.
- Generally, a bounce rate below 2% is considered acceptable. Continuously monitor this percentage, as it can change rapidly.
- If the rate exceeds 2%, try to understand the reason and seek ways to rectify the problem.
- If the bounce rate approaches 5% or more, immediate and effective measures should be taken before your reputation is adversely affected.
Why improve your average bounce rate?
Enhancing the average email bounce rate is crucial to maintain your company’s reputation, increase message deliverability, promote subscriber engagement, and achieve better campaign results.
8 Best Practices to Prevent High Bounce Rates
Here are 8 effective strategies to incorporate when planning your sending campaign to minimize bounce risks:
1# Clean your subscriber lists
Analyze your contact lists regularly to maintain their quality, ensuring the removal of invalid, non-existent, or inactive addresses. Captain Verify, your email verification tool, can help easily pinpoint potential issues.
2# Consider double opt-in
Double opt-in involves asking subscribers to confirm their subscription through an activation link in a follow-up email. This ensures that the gathered addresses are valid and active.
3# Use authentication methods
Implement authentication protocols like SPF (Sender Policy Framework) and DKIM (Domain Keys Identified Mail) to prove the authenticity of your emails to recipients. This can bolster your sender reputation and decrease the chances of landing in spam folders.
4# Segment your subscriber lists
Divide your list into smaller, targeted segments based on criteria like geographic location, purchase preferences, or past behavior. This can lead to more relevant emails, increased engagement, and reduced bounce risks.
5# Be cautious about spam practices
Avoid excessive use of capital letters, suspicious keywords, and aggressive marketing tactics in your emails. These factors can trigger spam filters, leading to bounces or being marked as spam.
6# Don’t send emails from free email domains
Although established free providers like Gmail, Yahoo, or Hotmail are reliable for daily use, it’s best to use your own domain for email campaigns.
7# Monitor your metrics
Regularly analyze your bounce rate to identify trends and take corrective actions if necessary.
8# Keep an eye on your sender reputation
Utilize services that monitor your sender reputation to ensure your domain and IP address aren’t flagged as suspicious. A poor reputation can lead to high bounce rates.
The email bounce rate is a pivotal metric indicating the health of your subscriber lists and the deliverability of your campaigns. By understanding the different types of bounces and implementing these strategies to reduce them, you can enhance the relevance of your messages, boost your sender reputation, and reap the rewards of your efforts.
