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When an email can’t be delivered to an email address, it’s called a bounce. To calculate your bounce rate divide the total number of e-mails that bounced by the total number of e-mails sent. This gives you the total number of bounces per e-mail. If you multiply your bounce per e-mail rate by 100 you’ll get your bounce rate as a percentage.  You want this to be as low as possible.

If you experience high bounce rates in your campaigns there may be a number of reasons why this may be happening and ways to address it. These include:

Your list contains bad data

If you have a brand new list and the campaign linked to it is showing high bounce rates there may be a problem with the list itself. Check where it came from and how it was put together so you can decide if you still want to use it or if it needs amending.  I’m sure we’ve all seen human error with typed lists when the compilers have forgotten the @ in the email address.

Errors in your imported list

Sounds simple but check how the data has been imported and that for example only the email address is in the email address field.

You have an old list

If you see high bounce rates it may include stale or inactive addresses. Every mailing list can contain stale or invalid email addresses if you haven’t used it in a while. Lists with a lot of stale or invalid addresses can not only lead to high rates of bounces but also spam complaints and unsubscribes. If you are seeing high bounce rates and think your list might include stale addresses then put actions in place to reconfirm your subscribers.


Image from Bodya Grinovetskyi | Dreamstime Stock Photos