{"id":746,"date":"2021-01-11T08:05:57","date_gmt":"2021-01-11T08:05:57","guid":{"rendered":"https:\/\/www.tye.io\/?p=746"},"modified":"2021-03-19T18:55:00","modified_gmt":"2021-03-19T18:55:00","slug":"email-bounce-rate","status":"publish","type":"post","link":"https:\/\/www.tye.io\/en\/blog\/email-bounce-rate\/","title":{"rendered":"5 Tested Steps to Reduce Your Email Bounce Rate To Below 1%"},"content":{"rendered":"<p dir=\"ltr\">When an email bounces, it means it\u2019s not being delivered to the recipient. When this happens over and over again, you\u2019ll see the efficiency of your email marketing plummet. Frequent hard bounces could mean your IP address ends up on a blacklist. Long-term, poor overall deliverability rates will affect your sender reputation.<\/p>\n<p dir=\"ltr\">Also, remember that most email platforms make you pay for your contacts. Which means you&#8217;re paying for contacts that bounce.<\/p>\n<p dir=\"ltr\">There\u2019s no quick fix, but there are tips and tricks to overcome a poor email bounce rate, from making your email marketing content more effective to overhauling your <a href=\"https:\/\/www.tye.io\/blog\/email-list-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">email list management<\/a>.<\/p>\n<p dir=\"ltr\">In this article, you\u2019ll learn:<\/p>\n<ul>\n<li>What email bounce rate means for your email marketing<\/li>\n<li>How to analyze your email bounce rate<\/li>\n<li>What a \u2018good\u2019 email bounce rate is<\/li>\n<li>How to reduce email bounce rate to stop spending money on bounced contacts and actually generate ROI from email marketing.<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: center;\">Tried everything to get better email open and click-throughs rates?<\/p>\n<p dir=\"ltr\" style=\"text-align: center;\">\u00a0Follow our free 26-point checklist to avoid mistakes that hurt your metrics<\/p>\n<h2 id=\"t-1606747020234\">What is email bounce rate?<\/h2>\n<p dir=\"ltr\">First things first\u2026 What exactly is<strong> email bounce rate<\/strong>?<\/p>\n<p dir=\"ltr\">Emails bounce when they are not delivered, and there may be a number of reasons for this. It could be that the contact is unreachable, meaning the email address is incorrect or inactive.<\/p>\n<p dir=\"ltr\">Your email could also be bouncing because your recipients\u2019 email servers are identifying your emails as spam. This could be because of the content of your email, or down to a poor sender reputation.<\/p>\n<p dir=\"ltr\">This causes problems because your email lists are not getting through to your contacts. The more this happens, the harder the problem becomes to resolve, and it could have serious effects on your email marketing campaigns.<\/p>\n<p dir=\"ltr\"><em><strong>Related post:<\/strong> <a href=\"https:\/\/www.tye.io\/en\/blog\/email-list-hygiene\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>10 essential best practice to keep your email list healthy.<\/strong><\/a><\/em><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" title=\"how-to-reduce-bounce-rate\" src=\"https:\/\/www.tye.io\/wp-content\/uploads\/Asset-7.png\" alt=\"deliverability monitoring stats on how to reduce bounce rate\" width=\"860\" height=\"540\" data-id=\"782\" data-init-width=\"1241\" data-init-height=\"779\" data-width=\"860\" data-height=\"540\" \/><\/p>\n<h2 id=\"t-1606747020235\">Does email bounce affect IP reputation?<\/h2>\n<p dir=\"ltr\">A high bounce rate can lead to:<\/p>\n<ul>\n<li>Bad email sender reputation: Internet Service Providers (ISPs) like Google\u2019s Gmail, AOL, and Yahoo watch out for IP address that consistently have poor deliverability<\/li>\n<li>Being added to a blacklist: if your reputation doesn\u2019t improve, your IP address may be given a \u2018spammer\u2019 label and blocked from sending to certain domains<\/li>\n<\/ul>\n<p dir=\"ltr\">If your email deliverability rates are low, your open rates will take a hit, and your engagement rates will really suffer. Every email marketers\u2019 nightmare.<\/p>\n<h2 id=\"t-1606747020236\">Hard bounce vs. soft bounce<\/h2>\n<p>Let\u2019s take a look at what makes an email bounce. There are two types of email bounces; hard bounces, and soft bounces. Here\u2019s how they differ:<\/p>\n<h2 id=\"t-1606747020237\">What is a hard bounce in email marketing?<\/h2>\n<h3 id=\"t-1606747020238\">Hard bounces<\/h3>\n<p dir=\"ltr\">A hard bounce is considered \u2018undeliverable\u2019, and is permanent. It is returned to the sender (sometimes called \u2018bounce-backs\u2019), and your email service provider will block you from emailing this contact again.<\/p>\n<h3 id=\"t-1606747020239\">Soft bounces<\/h3>\n<p dir=\"ltr\">A soft bounce is usually a temporary issue with email deliverability, that could be resolved before the next email send. An email service provider will usually make several attempts to send this, (usually no more than 5) before giving up and labeling it a \u2018soft bounce\u2019.<\/p>\n<h2 id=\"t-1606747020240\">What causes an email to bounce?<\/h2>\n<p dir=\"ltr\">Soft bounce:<\/p>\n<ul>\n<li>\n<p dir=\"ltr\">Your recipient\u2019s email provider is having issues, or the email server is down<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">The email is too large, or contains suspicious information and is flagged as spam<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">Your recipient has a full inbox<\/p>\n<\/li>\n<\/ul>\n<p dir=\"ltr\">Hard bounce:<\/p>\n<ul>\n<li>\n<p dir=\"ltr\">The email address doesn\u2019t exist (it may be written incorrectly or include typos)<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">Inactive mailbox (the person no longer works for the company, or the domain no longer exists)<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">Your IP reputation is poor and is being rejected by the recipient\u2019s email service provider<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"t-1606747020241\">How to calculate email bounce rate<\/h2>\n<p dir=\"ltr\">If 5 of your emails bounce back out of an email list of 100, you\u2019ve got a 5% bounce rate.<\/p>\n<p dir=\"ltr\">Most email marketing tools will divide this into the different types of email bounces; \u2018hard bounce\u2019 and \u2019soft bounce\u2019, so you may have a hard bounce rate of 2% and a soft bounce rate of 3%.<\/p>\n<p dir=\"ltr\">That\u2019s how it\u2019s calculated, but your email service provider should do this for you, and display this in your campaign statistics after each email send.<\/p>\n<p dir=\"ltr\">Here\u2019s what you need to know when reviewing your bounce rates:<\/p>\n<h2 id=\"t-1606747020242\">What is the average bounce rate for email marketing?<\/h2>\n<p dir=\"ltr\">Your bounce rate may fluctuate during the lifecycle of your contacts. You may change your approach, or receive an influx of new email addresses. Keeping your score as low as possible is the goal, but understanding your industry benchmark helps you know when you are reaching worrying levels, and when to review your processes.<\/p>\n<p dir=\"ltr\">In a <a href=\"https:\/\/mailchimp.com\/resources\/research\/email-marketing-benchmarks\/\" target=\"_blank\" rel=\"noopener noreferrer\">2018 study<\/a> run by leading email service provider MailChimp, the following averages were revealed:<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" title=\"how-to-reduce-email-bounce-rate\" src=\"https:\/\/www.tye.io\/wp-content\/uploads\/Asset-6.png\" alt=\"email bounce rate statistics\" width=\"860\" height=\"539\" data-id=\"783\" data-init-width=\"1242\" data-init-height=\"778\" data-width=\"860\" data-height=\"539\" \/><\/p>\n<h2 id=\"t-1606747020243\">What\u2019s a good email bounce rate?<\/h2>\n<p dir=\"ltr\">The lower the email bounce rate, the better.\u00a0<a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/2017\/02\/making-sense-email-bounce-rates\/\" target=\"_blank\" rel=\"noopener noreferrer\">Campaign Monitor<\/a>\u00a0recommends that you keep it around 2% or less. If you start creeping up to 5%, you need to start taking measures quickly to ensure it doesn\u2019t get any higher.<\/p>\n<h2 id=\"t-1606747020244\">What does a high email bounce rate indicate?<\/h2>\n<p dir=\"ltr\">A high email bounce rate means you have a poor email delivery. Your email campaigns aren\u2019t reaching the extent of the audience intended.<\/p>\n<p dir=\"ltr\">A high bounce rate usually indicates that you need to work on your email list management, and may benefit from some\u00a0<a href=\"https:\/\/www.tye.io\/\" target=\"_blank\" rel=\"noopener noreferrer\">data cleaning<\/a>. You are probably lacking high-quality contacts, have little or no opt-in protocols, and may have lists full of unengaged contacts.<\/p>\n<h2 id=\"t-1606747020245\">How to clean an email list to reduce bounce rate<\/h2>\n<p dir=\"ltr\">The root cause of most hard bounced emails is bad data.<\/p>\n<p dir=\"ltr\">Data cleaning can be a lengthy and manual task. We\u2019ve estimated that it takes a human about 3-5 minutes to clean one data point.<\/p>\n<p dir=\"ltr\">One of our clients,\u00a0<a href=\"https:\/\/www.vetrotech.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Vetrotech<\/a>, had over 80k data points in its database. <strong>It would\u2019ve taken their staff 4,200 hours to clean it. That&#8217;s $75.6k and one staff member working on only this, full-time for 2 whole years.<\/strong> By the end of the 2 years, most of the data would&#8217;ve decayed already.<\/p>\n<p dir=\"ltr\">Using a\u00a0<a href=\"https:\/\/www.tye.io\/\" target=\"_blank\" rel=\"noopener noreferrer\">data cleaning tool<\/a> might be the best solution, depending on your list size and your business\u2019s approach.<\/p>\n<p dir=\"ltr\"><em>It&#8217;s a huge job to do manually. We can do that for you in a snap. To learn more about how we can do this for you\u00a0<\/em><a href=\"https:\/\/www.tye.io\/en\/contact-us\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>get in touch with us<\/em><\/a><em>\u00a0to get a free data quality check and to see if we can improve it.<\/em><\/p>\n<h2 id=\"t-1606747020246\">How to reduce email bounce rate<\/h2>\n<ol>\n<li>\n<h3 id=\"t-1606747020247\"><strong>Clean your data<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p dir=\"ltr\">We know that a hard bounce can seriously affect your sender reputation and this can cause even more problems with email sending later down the line. The easiest way to avoid hard bounces is with clean data.<\/p>\n<p dir=\"ltr\">To keep your data free of hard bounces, create a process within your email marketing tool whereby hard bounces are immediately removed from your email list so that you cannot send to them again.<\/p>\n<ol start=\"2\">\n<li>\n<h3 id=\"t-1606747020248\"><strong>Get clear opt-in<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p dir=\"ltr\">The ideal email contact is one that is engaged, expects your emails and is keen to read them. To collect contacts like this, the best way is to get them to opt-in to exactly what they want to receive.<\/p>\n<p dir=\"ltr\">Even better, use a double opt-in method, which requires sending them a confirmation email after they\u2019ve signed up to ensure they want to receive emails from you.<\/p>\n<p dir=\"ltr\">Be transparent, and live up to your promises. When they subscribe, make it clear how frequently your email sends will be, and what they\u2019ll be about. You can do this in a preference center or with the sign-up form, for example, sign up to get our \u2018monthly marketing tips\u2019.<\/p>\n<p dir=\"ltr\">If your contacts aren\u2019t expecting the email (they\u2019ve been unengaged for a while, or they didn\u2019t realize they were signing up to receive email communication), they\u2019re likely to unsubscribe. You\u2019re also more likely to end up in their spam folder, or worse, you could get a spam complaint.<\/p>\n<ol start=\"3\">\n<li>\n<h3 id=\"t-1606747020249\"><strong>Use a reputable email service provider<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p dir=\"ltr\">Using free domains like Google\u2019s Gmail doesn&#8217;t send the best message to your prospective customers, and it puts you at risk.<\/p>\n<p dir=\"ltr\">Using a credible email service provider or email marketing platform provides the benefit of having a trusted and well-established email server which should bring you a good delivery rate. You\u2019ll also be able to utilize your domain name, which adds credibility. The benefit of using an email service provider is that they will help verify and authenticate your domain for email sending, which reduces the risk of being considered spam.<\/p>\n<p dir=\"ltr\">Depending on the number of emails that you send, you can use their shared IP address, or get a dedicated IP address. The email provider will be able to advise which is best depending on your business\u2019s needs.<\/p>\n<p dir=\"ltr\">If using a shared IP address, you\u2019re relying on the quality of email sends from all domains using their servers (and they have their own protocols in place to protect this). If using a dedicated address, they may advise and support with \u201cwarming up IP addresses\u201d.<\/p>\n<p dir=\"ltr\">This is necessary because Internet Service Providers (ISPs) may block a sudden bulk email send from unknown domains. This process slowly increases the number of emails sent, to familiarize recipient servers with your IP addresses.<\/p>\n<ol start=\"4\">\n<li>\n<h3 id=\"t-1606747020250\"><strong>Pay attention to authentication<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p dir=\"ltr\">Authenticating your emails is key to achieving good deliverability rates, as it helps you meet accepted standards put in place by ISPs.<\/p>\n<p dir=\"ltr\">Email authentication standards commonly used are SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance).<\/p>\n<ul>\n<li>\n<p dir=\"ltr\">SPF: validating an email message that has been sent from an authorized mail server. The domain owner can identify the mail servers they are able to send from with SPF protocols.<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">DKIM: a digital signature that provides email validation, verifying that it is legitimate and from an authorized email server.<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">DMARC: ties together both the SPF and DKIM authentication processes into a common framework for additional security. It controls what happens when emails fail an authorization test.<\/p>\n<\/li>\n<\/ul>\n<p dir=\"ltr\">The aim is to avoid \u2018spammers\u2019 sending out bulk emails, with perceived (and often false) legitimacy.<\/p>\n<p dir=\"ltr\"><em>A study by <a href=\"http:\/\/pages.litmus.com\/lp\/state-of-email-deliverability-2017\" target=\"_blank\" rel=\"noopener noreferrer\">Litmus<\/a> revealed that marketers who describe their programs as successful are more likely than those at less successful programs to use SPF, DKIM, and DMARC.<\/em><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" title=\"how-to-reduce-email-bounce-rate-2\" src=\"https:\/\/www.tye.io\/wp-content\/uploads\/Asset-5.png\" alt=\"types of email authentication tools for reducing email bounce rate\" width=\"860\" height=\"539\" data-id=\"784\" data-init-width=\"1242\" data-init-height=\"779\" data-width=\"860\" data-height=\"539\" \/><\/p>\n<h3 id=\"t-1606747020251\"><strong>5. Write good quality marketing emails<\/strong><\/h3>\n<p dir=\"ltr\">It goes without saying that the content of your emails is the most important thing when it comes to email marketing. If your message isn\u2019t targeted and relevant, it\u2019s not going to hit home with your prospects. Equally, it\u2019s not going to convince spam filters that it\u2019s legitimate either.<\/p>\n<p dir=\"ltr\">Emails you send out to contact lists should be content that your recipients want to read, and that isn\u2019t out of place in their inbox. If your recipient finds your email to be unwanted, or completely irrelevant to them, you may end up being flagged as spam, or get consistently deleted without being opened, which can affect your sender reputation too.<\/p>\n<p dir=\"ltr\">Pay attention to subject lines, calls to action, and your email template, as well as the content in the body of the email. Spam-like words or elements such as large images or attachments should be avoided too, as they could cause your emails to be automatically treated as spam.<\/p>\n<p dir=\"ltr\">Including an unsubscribe link is essential. Any marketing email without an unsubscribe link is at real risk of being considered spam.<\/p>\n<p dir=\"ltr\">Spam filters adapt their rules over time, so monitor what is working, and what isn\u2019t.<\/p>\n<h2 id=\"t-1606747020252\">Recap: 5\u00a0<strong>tricks to reduce bounce rate<\/strong><\/h2>\n<p><strong>1. Clear your data<\/strong><\/p>\n<p><strong>2. Get clear opt-in<\/strong><\/p>\n<p><strong>3. Use a reputable email service provider<\/strong><\/p>\n<p><strong>4.\u00a0Pay attention to authentication<\/strong><\/p>\n<p><strong>5. Write good quality marketing emails<\/strong><\/p>\n<h2 id=\"t-1606747020253\">How\u2019s your email bounce rate?<\/h2>\n<p dir=\"ltr\">Even if your bounce rate is looking healthy, we hope there\u2019s plenty in this article to take away and implement.<\/p>\n<p dir=\"ltr\">Writing good email copy, and authenticating your emails is just good marketing practice, which will improve the overall deliverability engagement rates of your emails.<\/p>\n<p dir=\"ltr\">In future, putting processes in place, such as regularly monitoring your deliverability rates, and cleaning your data will help ensure you are getting the most out of your email marketing efforts.<\/p>\n<p dir=\"ltr\" style=\"text-align: center;\">Tried everything to get better email open and click-throughs rates?<\/p>\n<p dir=\"ltr\" style=\"text-align: center;\">\u00a0Follow our free 26-point checklist to avoid mistakes that hurt your metrics<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When an email bounces, it means it\u2019s not being delivered to the recipient. When this happens over and over again, you\u2019ll see the efficiency of your email marketing plummet. Frequent hard bounces could mean your IP address ends up on a blacklist. Long-term, poor overall deliverability rates will affect your sender reputation. Also, remember that [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":781,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[21],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>5 Tested Steps to Reduce Your Email Bounce Rate To Below 1%<\/title>\n<meta name=\"description\" content=\"An actionable guide on how to reduce your email bounce rate to below 1% once and for all. We list tools and step-by-step instructions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tye.io\/en\/blog\/email-bounce-rate\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Tested Steps to Reduce Your Email Bounce Rate To Below 1%\" \/>\n<meta property=\"og:description\" content=\"An actionable guide on how to reduce your email bounce rate to below 1% once and for all. 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