Email bounce rate

Email bounce rate refers to the percentage of emails that were not successfully delivered to a recipient’s inbox. A high bounce rate typically indicates issues such as outdated or purchased email lists, or the inclusion of many invalid email addresses. However, not all bounces are necessarily detrimental to your email marketing efforts. It’s essential to differentiate between hard and soft bounces before deciding to remove an email address from your list. Understanding the distinction helps you effectively manage your email list and improve deliverability rates.


An example of an email bounce rate could be a marketing campaign sent to a list of 1,000 subscribers. After the campaign is sent, the sender receives notifications that 200 emails bounced back undelivered. This results in a bounce rate of 20%. Further investigation reveals that the bounces were primarily due to invalid email addresses or the recipients’ mailboxes being full.

By monitoring and analyzing bounce rates, the sender can take corrective actions such as cleaning up the email list, removing invalid addresses, and improving list hygiene practices to reduce future bounce rates and enhance email deliverability.