You can create a wonderful email marketing campaign
for your ad campaign but it can still end up not being opened by a majority of
your target audience. In this lengthy process, you end up losing a great deal
of time and money.
A bounce rate ranging higher than 2 percent
will set your entire email marketing strategy for failure. In fact, as per the
marketing standard, it is important to have a bounce rate of as little as 0%
and a marketer should ensure that the number does not exceed 2 percent.
With the help of a few time-tested strategies,
you can create a foolproof plan to improve email deliverability and
Let us first find out what is bounce rate, how
bounce rate leaves an impact on your business, and the steps you can take to
What Is A Bounce Rate?
Bounce rate is a measure of emails that do not
land in the recipient’s inbox. Bounce rates are classified into two broad
Both these bounce rates have a different
impact on your entire email marketing strategy. However, The basic idea will
remain the same i.e. – the recipient will not receive the email at all.
Hard Bounce Rate
A hard bounce occurs when there is an issue
with the email address. The email address may be wrong, invalid, or
non-existent. When there is a hard bounce, it means that there is no way for
your email to make it to an inbox. In case you have a few permanent bounces,
you must ensure to remove such email addresses from your list.
Soft Bounce Rate
When an email is not delivered to a
recipient’s inbox due to some temporary glitch or issue, it is called a soft
A soft bounce can be caused when your
recipient’s inbox is full or there is a server issue. Your email has a high
bounce possibility when it is too long. In case of a soft bounce, there are
chances that your audience may receive the email. Your email service provider
will continue to try to help you deliver your message. As soon as the temporary
issue is fixed, your email will be surely delivered.
If the email continues to bounce, we suggest
you remove the email address from your list.
Reasons to Avoid Email Bounces
The real purpose behind any form of marketing
is to spread the word. You want your target audience to open and read your
email. That is the primary step to getting conversions. When a section of your
target audience does not receive the email in the first place, the whole
purpose is defeated.
Bounce rate can lead to the following:
- Loss of
money – you pay a certain amount to email services to send a dedicated
number of emails to a dedicated number of people. If your bounce rate is
high, it could mean that your investment will not yield any results.
- Loss of time
– Time is money. When you put a lot of time energy and effort into an email marketing campaign
that does not procure the results you envision, it is a waste of valuable
- Impact on
email deliverability – when you have a higher bounce rate, a message is
automatically triggered to Internet Service Providers that you are a
spammer, and messages from your source should most likely be treated as
such. Therefore, it will result in your email being dropped in the spam
folder which a user does not prefer to read.
How to Attain a 0% Bounce Rate?
A 0% bounce rate is a figure all brands and
companies wish to achieve.
However, it is worth noting that achieving the
perfect score of 0 percent is not practical. It is because countless factors
are simply out of your direct control. We have listed a few such factors below:
- A Full Mailbox: When your
recipient’s email address lacks a storage space for more emails to come.
- Emai providers issues: The
recipients on your list preferably choose other email providers so you will not
have any influence on the third-party email providers.
- Glitches: Sometimes there are
unpredictable and sudden glitches in the system due to which the email bounces.
Due to the above factors, the benchmark
assigned for bounce rate is at a flexibility of 2%. If you aim to keep your
target at 0% you can manage to crawl as near as it gets to the ideal
4-Step Guide to Reduce
As we have discussed the risks of rising
bounce rates, we need to learn sustainable and reliable ways to keep bounce
rates off the table. Let us look at a few curated steps that will help you
successfully send your emails to a majority of your target recipient list.
Without further ado, let’s begin:
Step 1: Trim Your Email List
Your email list may contain a wide selection
of addresses which may not be valid for several reasons. Before you run an
email marketing campaign, you must make it a point to eliminate all the
possible invalid contacts from your list.
You can increase your email deliverability rate to new heights by
incorporating an email validator. It is a wonderful tool that identifies all
the invalid email addresses and eliminates them in the first instance.
The tool is highly efficient and can help you
obtain data for up to 100,000 contacts within an hour.
Once you have formed an email database, it
will not remain valid year after year. It is very important to check your email
database 4 times a year to keep your data fresh and up to date.
Step 2: Build an Email
An email validation API will prevent your system from collecting
bad data again. It is an additional shield that safeguards the overall health
of your email list.
An API works simply. As soon as you sign up
with the API, it immediately blocks the invalid emails from infiltrating right
away. For example, if an
invalid address falls into your contact list, the API will generate a
prompt requesting you to check the email address or enter the right one. In
addition to this attribute, API bots are adept at blocking fake sign-ups and
bots to help you check
email deliverability higher.
Step 3: Eliminate Unengaged Subscribers
It takes a lot of time and effort to build a
credible email list. Therefore, it is common for the brands to cling to their
It stems from the idea that a bigger list
creates an opportunity for a higher ROI. The more your audience the better your
Having a wide section of audience may
contribute to expanding your reach but keeping inactive users in your list can
have a negative impact. Recipients who do not open your email despite all your
marketing efforts will most likely trigger ISPs to suggest that your content is
not useful. As a result, your emails will be pushed to the spam list.
People who do not open your messages at all
may have probably abandoned that address.
If you aim to keep your bounce rate on the
lower side, you must keep your disengaged users out of your email list.
Cleanse your email list every three to six
months to keep your list free from disengaged and invalid content. Keep your
email list small, and concise so that your email list is vibrant and
Step 4: Permissions and Double Opt-in
Effective email marketing campaign requires a lot of
permissions. For instance, your email contact list should agree to receive
emails from you. With the stringent privacy laws, it is important to take care
of your audiences’ preferences. When a person signs up with your email, they do
not by default permit you to add them to your list. As a brand, it is unethical
to add addresses from users who simply signed up to your website or service.
You will have to formally ask a contact if they prefer to receive messages from
Also, you can choose to adopt the double
opt-in sign-up method which will help you reduce the bounce rate to a great extent.
As per the double opt-in sign-up method, users
will need to click a link present in the automated email triggered to their
email address upon an action taken by a recipient. If a user does not click on
this link, they will not be added to your contact list.
Using the double opt-in, you can significantly
lower the fake sign-up instances and create a thorough and engaged email list.
Only a few clicks in the setting will do the
trick for you.
marketing service is an excellent way to reach your
audience. People arrive at their inbox with a seriousness and a mindset to
check what is useful to them. If you are at the right place and right time,
chances are that your campaign will perform beyond your expectations.
Bounce rates can prohibit you from achieving
your goals. Therefore, it is important to reduce them to get the rates as low
Adopting the right steps will help you lower
your bounce rate, maximize your output, and generate a more impactful buzz.
The right technology will help you curtail the spiking bounce rates with much ease. There are tools to help you identify inactive email databases and eliminate all dormant contacts from your list.
Are you curious how you can build a strong email marketing foundation when your bounce rate is surprisingly closer to 0%? Book a free consultation with our experts at UsePerWish today!