Bounce Rate

What is Bounce Rate?

An email bounce rate can be defined as a percentage of sent emails that did not reach recipient inboxes. When an email bounces, senders receive notifications that their delivery failed. 

A non-delivery notification usually provides valuable information to explain while the recipient did not receive your email, such as:

  • The time and date of the bounce
  • The mail server information
  • The RFC code and why the bounce occurred in the first place

There are two types of bounces—soft and hard. The two are different, and it is important to distinguish when a bounce is hard and soft.

In the case of soft bounces, emails actually reach the recipient’s inbox, but they still bounce because:

  • The email was too large for the recipient’s inbox
  • The email server was down or had connection issues
  • The mailbox was full

For hard bounces, the emails you send are rejected permanently. This happens because the recipient’s address is incorrect or doesn’t exist.

To improve bounce rate, implement the following pieces of advice:

  • Track email deliverability rates and catch potential failures before they occur
  • Stick to a double opt-in approach to confirm that the recipient’s box exists and that they want to receive emails from you
  • Delete invalid and non-responding addresses from your list to not ruin your sender’s reputation because of high bounce rates