Affiliate Email Marketing

Email Bounce Rate: Tips to Avoid the Pitfalls

E-mail marketing has become a very important part of the marketing strategy for company of every field. It has to strategized and implemented effectively.

One of the thing that bothers the marketers is the Email Bounce Rate. This is something is very critical for the marketers. It is very important to keep a proper check on the bounce rate of the e-mails.

What is Email Bounce Rate?


A bounce rate is defined as the rate or the number of the e-mail addresses which failed to receive the message because of various reasons. A high bounce rate negatively affects the marketing of the products or services of the company.

Email Bounce rate is further categorized in two parts:

• Hard Bounce Rate

• Soft Bounce Rate

Hard Email Bounce Rate


Permanent failure of the delivery of the message to a single e-mail address or group of addresses is categorized as hard bounce rates.

The reasons behind this maybe the unavailability of the particular e-mail address, outdated domain or any other. It is not a good sign for the marketers. These are mostly because of the incorrect entering of the e-mail address.

Soft Email Bounce Rate


Email Bounce Rate


Temporary failure in the delivery of the message to a single e-mail address or a group of addresses is categorized as soft bounce rates.

There are many reasons behind this like server issues, no space in the recipient’s mailbox & others.

One should always keep a check at the email bounce rate . The reason behind this is that if the bounce rate is more than 2% then, there are great chances that the marketing strategy for company’s promotion is bringing negative impact to it. So, this should be regularly checked.

It is very important to remove the bounced e-mails from the list as Internet Service Providers (ISP’s) consider this as one of the key factors in determining the authenticity of the sender.

There are many ways to keep a check on the bounce rate of the e-mails. Here we are going to discuss some of the ways by which the bounce rate can be reduced:

1. Use Permitted Data


The main role in e-mail marketing is played by the “Lists”. Hence, it is good to prepare the list with utmost attention and care.

Always include “Opt-In Checkbox” in the signup form as it will give you database of the users who genuinely wants to have your updates.

This will reduce the chances of email bounce rate. On the other hand, if you keep on sending e-mails to the user without their permission then, there are chances that the bounce rate will be increasing, causing a question to the credibility of the company.

2. Timely Update the List


As we all know that there with the passage of time, some users stop using their e-mail addresses, some switch the domains, change names etc. makes its mandatory to timely update the recipient’s list.

Such addresses add on a lot to the increase in the bounce rate of the campaign. The e-mail addresses which are dormant for more than 12 months should be removed from the list to reduce the bounce rate.

3. Include “Unsubscribe Link” or “Opt-out” option in the Message



Email Bounce Rate


Giving users the privilege to unsubscribe the e-mails is beneficial for both the parties. For sender, it will reduce the email bounce rate and for the recipient, they won’t get unnecessary e-mails. This must be included in the message for your own benefit.

4. Authenticate the E-mail addresses


Authenticating the list is very important to reduce the bounce rate. If the e-mail addresses are dormant then, there are high chances that the receiver server will either the message to spam or will make it bounce back. To avoid this, authentication of the e-mail addresses is very important.

5. Send Consistently and Monitor


Consistency in email marketing is the key to success. Being in regular touch of the subscriber is a god way to impress them. So, the e-mails should be sent regularly but not so frequently so that it annoys them.



With the regular sending of the e-mail addresses, it is equally important to monitor the results as well. If there are more than 2% bounce rate then, it is advisable to make some changes in the marketing campaign.

Paying attention to the above mentioned points may help to reduce the bounce rate of your email campaign, bringing business to the company.