Contents
- What is the bounce rate?
- Types of bounces in email newsletters
- Causes of high bounce rate and ways to resolve them
- Recommendations for improving the bounce rate
What is the bounce rate?
The bounce rate is the percentage of emails that could not be delivered. Reasons can vary from incorrect email addresses to full inboxes or technical issues on the service side. This metric is also known as the rejection rate.
For users of mailing services like Unisender, there is no need to calculate this metric manually—the relevant information is usually available in reports. These reports show not only the total number of undelivered emails but also the reasons why they could not reach the recipient. On average, the bounce rate across various industries does not exceed 1%. However, if the bounce rate significantly increases, email providers may consider this as spam and block further emails from that sender.
Types of bounces in email newsletters
When an email cannot be delivered, the recipient's mail server sends a response back to the sender stating the reasons. Depending on the situation, bounces are divided into two main types:
- Hard bounce: This is a permanent delivery failure that occurs if the recipient's address does not exist or was entered incorrectly. A hard bounce can also occur if the sender's domain is blacklisted.
- Soft bounce: This is a temporary delivery failure that can happen due to the email being too large or temporary issues on the recipient's side. If the mailbox is full, this can also be considered a soft bounce; however, if the mailbox remains inactive for a long time, it may turn into a hard bounce.
There are also several specific situations with bounces:
- General bounce: The reason for non-delivery is unknown.
- Auto reply bounce: The recipient has set up an automatic reply informing the sender of their unavailability.
- Challenge-response message bounce: The recipient requires delivery confirmation through a special link, which serves as an additional spam protection measure.
Causes of high bounce rate and ways to resolve them
The bounce rate is directly related to the quality of the database and the reputation of the mail server. There are several main reasons that can lead to a high bounce rate:
- Inactive addresses: Nonexistent addresses may enter the database due to input errors. It is also possible that the mailbox has been deleted.
- Spam filter issues: If emails contain words associated with spam or have suspicious attachments, they may be automatically blocked.
- Poor domain or IP reputation: If suspicious emails have been sent from your address previously, this can negatively affect deliverability.
Recommendations for improving the bounce rate
To reduce the bounce rate and improve the quality of newsletters, the following recommendations can be utilized:
- Check email addresses: Use email validation when filling out subscription forms, and implement double opt-in to confirm addresses.
- Monitor email content: Avoid spammy words and pay attention to formatting. Ensure your emails provide value to recipients.
- Maintain good domain reputation: Regularly check if your IP is on blacklists and set up DKIM and SPF to confirm the sender's reliability.
- Regularly clean the database: Remove inactive subscribers and verify the availability of addresses to maintain high quality in your newsletters.
By following these recommendations, you can significantly improve your email newsletter metrics and minimize the number of undelivered emails.