A bounce is an email that could not be delivered. Too many bounces tell email providers your list is poor quality, which can push your emails into spam.
Types of bounces
| Type | Cause | Action |
|---|---|---|
| Hard bounce | Address does not exist, domain invalid | Remove immediately |
| Soft bounce | Mailbox full, server temporarily unavailable, message too large | Retry; remove if it keeps bouncing |
Most email tools remove hard bounces automatically.
Common causes of high bounce rates
- Typos at sign-up: gmial.com, yaho.com.
- Old lists not emailed for a long time.
- Bought or scraped lists.
- Business addresses of people who changed jobs.
Prevention
- Use double opt-in. Read double opt-in.
- Validate email format at sign-up.
- Email your list regularly.
- Clean lists before importing; use our email list cleaner.
Track it
Calculate bounce rate with our email metrics calculator. A sudden rise needs investigation before your next send.
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
