Digital Marketing

What is Email Bounce Rate, and how to minimize it?

Whether you are sending promotional emails or marketing emails, you may want to know how to keep your bounce rate to a minimum. However, it is not necessarily very much difficult to understand it. Not all emails are actually created for marketing equally sales. In many cases, the main reason for the high Email bounce rate is the same for both, but there are some potential differences between the two.

We will guide you to realize that marketing and sales emails are very different. In this article, we will explain what the bounce rate is and tell you if you can exceed the limit, how to get out from it, what email checker is, and why it is important to keep your reputation safe because It’s better to be safe than regret!

What is the email bounce rate?

If you are engaged in email marketing, you may know the bounce rate, but if not, don’t worry. Let’s just talk about it. The email bounce rate is the percentage of email addresses in the distribution list that did not receive advertisements because they were rejected by the recipient’s mail server. If the email cannot be delivered to the email address, an email will bounce.

You can manually count the email bounce rate. You can find the formula below.

Number of bounce (/) total number of emails you delivered  (x) 100 = Bounce Rate

What bounce rate is acceptable?

There is no direct answer here. The acceptable bounce rate varies by industry. So if you focus on this topic in general, what is the acceptable email bounce rate? No matter what industry you are in, the bounce rate remains below 2%, which is good. However, you need to continue to act as you do now, but don’t relax. This can be changed at any time. You need to be vigilant to maintain this amount.

If your bounce rate exceeds 2%, you need to consider why and resolve this issue best. The bounce rate is close to 6%, you need to take serious action. If it is close to 10%, you need to trigger a comprehensive plan. Finally, you need to change a few things to get these bounce rates back to normal.

Email Bounce Rate

Types of bounce rate:

Hard Bounce:

Hard Bounce means that the email has been sent or accepted by the receiving mail server.

The main reasons for the hard rebound: the domain does not exist, The email address does not exist, The receiving mail server has completely blocked email delivery.

A valid email address may sometimes fail to be delivered, so it’s worth spending some time to find out and investigate in detail why the email could not be delivered.

Soft Bounce:

Soft bounce refers to undeliverable e-mails after being accepted by the recipient’s mail server.

The main reasons for the soft rebound: Email is too large, the mailbox is full, the temporary server is down.

How can you reduce your bounce rate?

Clean your email list:

We don’t like to brag, and we know a lot about what many people in the industry prefer to do when buying mailing lists. You may have generated thousands of natural potential customers in the past. Others believe that the purchase transaction is an excellent way to get results quickly.

But remember, If you decide to purchase a mailing list, please make sure you clean the list with Email Verifiers. This is the right way you can avoid spam trap emails and ensure the safety of your domain.

Spam traps are usually not assigned to anyone and are only used to identify spammers. When your emails are received at this address, you will be get blacklisted. Sometimes only your respective organization domain, but in the worst case, if your IP is blacklisted, you will suffer a lot. This is definitely a very bad thing. Therefore, make sure to clear the lists and you will get a “2%” email bounce rate which is acceptable.

Don’t send spam:

You always need to ask yourself every time you send mails, “If I were the recipient, would I open an email or just click on any link that is not familiar to me?” If you keep sending spam-like emails, then the spam filter will catch your email address, sometimes even your entire domain, and then bounce your emails back. Take some time to hire a third-party vendor to thoroughly check your emails for spam. In addition, you can avoid potential spam triggers from the beginning of email marketing to get the best bounce rate.

Do not send email from free email tools:

Sending marketing, sales, or service emails from free email domains such as Gmail, Yahoo or Hotmail can be a big problem. Except for technical reasons, even if there is no hard or soft bounce, the free domain may sound unprofessional and very cheap. In addition, using custom domains today may not be that difficult. In our opinion, the easiest way is to buy a suitable domain name-the price varies greatly, but you can start. The domain is for only a few dollars. Get a Google Gsuite account for Google Domains. The benefit of purchasing Gsuite through Google Domains is that Gmail and other email security features are automatically configured.

In terms of email security, the technical reason for opting out of a free email domain is because it does not comply with the DMARC policies of Yahoo, AOL, and Gmail, so you might get a bounce.

Email Bounce Rate

Don’t send emails without permission:

This is one very effective way to get clearance as well as lower your bounce rate. However, in some parts of the world, there is also a legal need that you take permission. Marketers often fall prey to the idea of ​​double opting out of email marketing lists. Reviewing losing 20% ​​of these initial registrations can be a little panicking, at least.

However, if you don’t take the permissions, it might bounce anyway. Having a clean, high-engagement, active subscriber list is worth 10x more than getting mark as spam.

Even if you don’t adopt the double opt-in feature, you should at least can send one message regarding their consent. It will prevent you from getting a bad reputation.


Now you know what the acceptable email bounce rate is and the importance of keeping it within limits. Most importantly, your email list needs to be perfect, which requires email verification.