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Bounce Rate Emails: What It Is & Strategies to Minimize Bounces

Understanding the subtleties of email bounce rates is vital for any organization hoping to improve their email showcasing techniques. A high bounce rate can be detrimental, impacting your campaign’s effectiveness and your sender reputation.

In this comprehensive guide, we delve into the different types of bounces – soft and hard – and explore the causes behind high email bounce rates. We’ll provide you with actionable strategies to reduce these rates, such as implementing double opt-in procedures and regularly cleaning up mailing lists.

Let’s unravel the complexities of ‘bounce-rate emails’ together!

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What Is Bounce Rate?

A bounce rate refers to emails that fail to reach a recipient’s inbox due to various reasons such as invalid email addresses or issues with the recipient’s server. Two distinct types of bounces can occur, each resulting from different causes: hard vs soft bounces.

Soft Bounce

Soft bounces indicate temporary delivery issues and are handled differently than hard bounces. When an email address soft bounces, it is immediately recorded as such in the campaign report. If an address continues to soft bounce in subsequent campaigns, it may eventually be classified as a hard bounce and removed from your audience. Common reasons for soft bounces include full mailboxes, incorrect configurations, inactive mailboxes, issues with recipient email servers, excessive emails sent to the server, large email sizes, non-existent domain names, content blocking, failure to meet server policies or authentication requirements, and other complications related to spam, virus checks, sender requirements, or email relays.

Hard Bounce

On the other hand, hard bounces are permanent failures often resulting from non-existent or closed down email accounts. in other words, a hard bounce occurs when an email cannot be delivered permanently.

Hard bounced email addresses are typically removed from your audience automatically and immediately. These addresses are excluded from future campaign sends. Hard bounces can happen due to reasons such as the recipient’s invalid email address not existing or the recipient’s email server completely blocking delivery.

Know the difference so you can take action accordingly – resend emails after some time for soft bounces or remove addresses causing hard bounces from your list altogether.

Why do emails bounce? Well, there are many causes. In the next section, we’ll go over a few common reasons.

What Causes High Bounce Rate In Emails?

High bounce rates in email campaigns are often a result of issues with the quality of your subscriber lists. On the other hand, low bounce rates indicate a healthy list of engaged and active recipients who have permission to receive your emails.

A high bounce rate on your website means visitors are not finding what they expect or are not engaged with your content upon landing. It is important to create a captivating experience that immediately grabs visitors’ attention and meets their expectations to improve the bounce rate.

Causes Behind High Bounce Rates

  • Inaccurate Addresses: Typos during sign-ups can lead to incorrect domains that don’t exist, causing delivery failure.

  • Email Server Issues: If a recipient’s mail server has problems, it might not accept incoming mails, resulting in high bounce rates.

  • Lack Of Permission: Sending unsolicited mails without proper permissions often leads to recipients marking them as spam, triggering more frequent bouncing. Obtain consent beforehand to avoid this.

You can use tools to validate mailing lists and reduce inaccurate entries over time. They also provide comprehensive statistics monitoring and permission-based marketing options, improving deliverability performance while maintaining data privacy standards.

What Is A Good Bounce Rate?

Determining a “good” bounce rate depends on various factors such as your business type, industry, country, and visitor device preferences. A bounce rate between 70-80 percent is concerning unless there is a valid explanation. An average bounce rate falls between 50-70 percent, while a rate between 30-50 percent is considered excellent. If you’re unsure about the specific bounce rate you should aim for, Google Analytics can assist you in determining an appropriate target based on your website’s performance data.

How Do I Fix High Bounce Rate for Emails?

If you are suffering from a high bounce rate, there are some killer strategies you can try to improve them. Try using double opt-in procedures during sign-ups, regularly cleaning up your mailing lists with services, and these other strategies listed below.

Utilizing Double Opt-In Procedures

Implementing a double opt-in process may slow down subscription rates and limit email list growth. However, it improves the quality of added emails by ensuring they belong to engaged individuals who are genuinely interested in your organization. This leads to higher engagement metrics like open and click-through rates, resulting in more impactful communication and potential donations. Double opt-ins also reduce bounce and unsubscribe rates, preserving deliverability and preventing emails from being flagged as spam. For organizations operating in the European Union, double opt-ins satisfy GDPR requirements by confirming subscriber consent and data permission.

In short, double opt-in is like a bouncer for your email list. It sends a confirmation email to subscribers, making sure they really want to be on your list. This cuts down on bounced emails from fake addresses and keeps your list legit.

Regularly Cleaning Up Mailing Lists

Don’t let your mailing list become a graveyard of dead email addresses. Use online tools to clean up the mess. Removing invalid or inactive subscribers or email addresses improves deliverability and engagement with active subscribers.

If a reader fails to open your emails for an extended period, such as 90 days, it is advisable to cease regular email communications with them. Instead, segment these inactive subscribers and limit the frequency of emails sent to them. Consider sending occasional emails sparingly to maintain a connection and offer them opportunities to re-engage. This approach allows you to focus your efforts on active and responsive subscribers while respecting the preferences and behavior of those who have become disengaged.

The bounce rate is a metric that indicates the health of your email list by showing the percentage of undeliverable emails. Bounces can occur for reasons such as non-existent or abandoned email addresses, or misspellings during data collection. To improve your bounce rate and maintain a good IP score, it is recommended to scrub your email list and remove contacts that are causing bounces. Keeping good email list hygiene will help ensure better deliverability and overall list health.

Authenticate Emails

Email authentication is a technical method used to validate the authenticity of an email and ensure it is not forged. It provides a means to verify the true sender of an email, thereby preventing harmful or fraudulent practices such as phishing and spam. By implementing email authentication measures, the integrity and security of email communication can be safeguarded.

To enhance email deliverability and credibility, it is recommended to authenticate your emails using SPF and DKIM records. Signing your emails with DKIM adds credibility, while SPF technology informs email authenticators that your emails are legitimate.

Keep A Healthy Sender Reputation

Email sender reputation is monitored by various organizations and email service providers to assess the safety and reliability of incoming emails. Some organizations track sending behavior, while others maintain blacklists of senders with poor reputations. Both factors are considered when determining the legitimacy of incoming emails. It is important to regularly monitor your sender reputation to ensure your emails are deemed safe and trustworthy by email service providers.

Ensuring Quality and Transparency in Emails

Your email content can make or break your deliverability. Don’t let your emails bounce like a rubber ball. Keep them high-quality and engaging to avoid the spam folder.

Avoid Broken Images and Formatting Fails

Don’t be a Picasso with broken images and wonky formatting. They not only look unprofessional but also trigger spam detectors. Double-check everything before hitting send.

Segment Your Lists for Success

Don’t assume that a single approach will work for everyone. Segment your email lists based on engagement levels. Send tailored messages to each group. It’s like giving personalized gifts instead of socks to everyone.

Transparency Builds Trust

Don’t be a shady email sender. Include contact information in your emails. It’s like wearing a name badge at an event – when others know who you are, it can lead to increased trust.

So, keep your content top-notch, avoid bouncy images, segment your lists, and be transparent. Your emails will thank you with higher deliverability rates. 

Cautionary Measures When Sourcing New Contacts

Expanding your mailing list is crucial for business growth, but be careful when sourcing new contacts. Buying lists can lead to legal troubles and sky-high bounce rates. CAN SPAM laws protect consumers from unwanted emails.

Purchased lists often lack proper permissions, so recipients may mark your emails as spam. Avoid the headache and prioritize permission-based marketing.

  • Prioritize Permission-Based Marketing: Get explicit consent from people before adding them to your email list. It keeps your bounce rate low and reduces the risk of being marked as spam.

  • Avoid Purchased Lists: Quick audience expansion may seem tempting, but purchased lists often lack quality control and proper permissions.

  • Maintain Transparency: Set clear expectations about content frequency and type during sign-up. It prevents future bounces and spam reports.

Remember, taking precautionary measures when sourcing new contacts ensures a healthy mailing list and compliance with anti-spam laws. Trust from subscribers is key to long-term success in any industry.

Improving Deliverability: Owned Domains and Meaningful Campaigns

Sending awesome campaigns boosts open rates and avoids spam flags. Use owned domains, not free ones, for extra professionalism and better deliverability. No more bounced emails and more engagement.

The Power of Regular, Meaningful Campaigns

Keep subscribers engaged with relevant and valuable content. Personalize messages based on preferences and past behavior. Avoid spammy language and excessive exclamation marks. Stay consistent with your emailing schedule to build trust and avoid spam reports.

In conclusion, improving email deliverability means creating a positive experience for your audience every time they see your message in their inbox.

The Role of A/B Testing in Reducing Email Bouncing Incidences

Understanding your audience’s preferences is crucial in email marketing campaigns. One of the most effective ways to do this is through A/B testing. It’s like conducting a science experiment, but with emails.

A/B testing involves sending two versions of an email to different segments of your mailing list and analyzing which version performs better. It’s like pitting two email versions against each other in an epic battle for attention.

Why is this important? A/B testing can aid in discovering components that may be causing a high rate of rejection. It’s like detective work, but for emails.

For example, you might find out that emails with certain subject lines or content types are more likely to be marked as spam, leading to them not being delivered successfully. It’s like discovering the secret code to avoiding the email graveyard.

Areas to Test

  • Email Subject Lines: The subject line is like the pick-up line of your email. It should be catchy and intriguing, but subject lines should not be spammy or misleading. It’s like the first impression, but for emails.

  • Email Content: Test different variations of your copy, images, and call-to-actions (CTAs) to see what makes your audience click. It’s like finding the perfect recipe for engagement.

  • Sending Times: Experiment with different send times to find the sweet spot when your subscribers are most active and receptive. It’s like knowing the best time to throw a party.

A/B testing not only helps reduce bounce rates, but it also improves open rates and email click-through rates (CTR). It’s like leveling up your email marketing game.

Remember, every audience is unique. What works for one biz may not be effective for another. So keep experimenting until you find the winning formula. It’s like being a mad scientist, but with emails.

To get started on A/B testing, you could consider using tools like SendPulse’s AB test feature. It’s like having a trusty sidekick to help you analyze multiple versions simultaneously and save valuable time. It’s like having your own email marketing superhero.

Tools For Monitoring Comprehensive Statistics And Keeping Mailing List Healthy

Email marketing is powerful, but your mailing list needs to be healthy for it to work. A healthy list means less bouncing and more engagement, leading to better conversions. Use tools that monitor stats to ensure this.

SendPulse provides detailed analytics and permission-based marketing options to keep your list healthy. It detects invalid entries and offers valid alternatives automatically.

This proactive approach improves deliverability without compromising quality or privacy regulations.

With SendPulse, you get:

  • Real-time performance insights

  • User segmentation based on behavior or other parameters

  • An easy-to-use interface for managing large lists

  • Automatic removal of invalid addresses

Maintaining a healthy list isn’t just about removing bad addresses; it’s also about keeping engaged users. SendPulse’s advanced segmentation features help with this.

Maintaining a low bounce rate requires constant vigilance. Use reliable tools like SendPulse to run successful email campaigns and take control over your bouncing incidences today.


Understanding bounce rates is key to email campaign success – it’s like knowing the difference between a soft and hard landing.

By using double opt-in procedures and keeping your mailing lists clean, you’ll be bouncing back with better deliverability rates.

Segmenting your lists based on user engagement levels will reduce bounce rates.