Bounce Rate

What is it?

What is it?

The "Bounce Rate" in email marketing refers to the percentage of sent emails that could not be delivered to the recipient's inbox and were returned to the sender. It is a critical metric for evaluating the health of an email list and the effectiveness of email delivery practices. A high bounce rate may indicate problems with email list quality, sender reputation, or both.

Key points to remember

Key points to remember

  • Indicator of List Health: A high bounce rate suggests issues with the email list, such as outdated or incorrect addresses.

  • Affects Sender Reputation: Consistently high bounce rates can damage a sender's reputation, leading to further delivery issues.


  • Benchmark for Improvement: Monitoring bounce rate over time helps measure the effectiveness of list management and email practices.


  • Calculation: The bounce rate is calculated by dividing the number of bounced emails by the total number of sent emails, multiplied by 100.


  • Goal: Maintaining a low bounce rate through regular list cleaning, accurate targeting, and adherence to best practices is the goal.

Example of Use

Example of Use

  1. Campaign Performance Analysis: After each email campaign, a marketer calculates the bounce rate to assess the campaign's reach and identify any delivery issues.


  2. List Segmentation Strategy: A company uses bounce rate data to segment its email list, focusing on maintaining a high-quality list of engaged subscribers.

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