Reasons for Email Bounce


Bounced emails are the dirty clothes of every email marketing campaign. You may ignore them for a time, but eventually, they will begin to stack up and become a problem. And, although dealing with email bounces isn’t the most event will happen of your marketing plan, having a clean list is essential for starting a successful email marketing campaign and achieving high response rates. The issue is that most marketers are unaware of the fundamentals of email bounce rates, making it difficult to develop successful marketing campaigns. Thankfully, that’s where we can help. This site is your gateway into the world of effective email marketing, whether you’re a beginner or a seasoned marketer. We’ve included everything you need to know about email bounce rates in one piece, from why emails bounce to how to manage bounces, how to attain a low bounce rate, and why it’s so crucial to keep your email list clean.

What is the definition of an email bounce?

It’s not rocket science, after all! An “email bounce” happens when an email cannot be delivered to the user’s email address, as the title suggests. It ‘bounces back to the sender as a result of several underlying problems. These can be temporary, permanent, irreversible, or reversible. When a bounce occurs, the receiver’s mail server sends a message back with information about why the delivery failed.

What creates emails to bounce?

SMTP commands determine whether an email is accepted or rejected by the recipient’s mail server, whether you’re sending emails through your SMTP server or an email service provider. Technically, all emails must pass through several stages of verification before being delivered to the intended recipient. This is how things work.

Emails are first delivered to your SMTP server after they are sent to recipients. Messages are forwarded to their respective SMTP servers even if you use third-party mail service providers. As your SMTP server tries to communicate with the recipient’s mail service provider, they are queued. The recipient’s server then decides whether to accept or reject the message. The message is considered sent if it accepts. Otherwise, if the recipient’s mail server has determined that it will not accept the message for whatever reason, the email is considered rejected. It will then send an email back to the sender explaining why the email was rejected.

Understanding email site traffic

1. Summary –

A bounce summary report will be created after sending emails. It includes a list of rejected emails as well as a report on why the delivery failed. After that, each email address is labeled as a soft or hard bounce. This indicates whether the underlying issue is short-term or long-term. These two groups will be discussed later in the essay.

2. Names that bounce –

The bounce domain statistic shows how many emails have bounced from a certain domain. When it comes to assessing whether or not a domain has an issue, this information is quite valuable. If you observe a large volume of emails bouncing from one domain, the Internet Service Provider’s server may be blocking them.

ISPs, you see, look at the source of each email. If it detects that you are sending many emails at once, it may reject your emails because you are a spammer. You may have been designated a spammer if you notice that most emails sent to particular domains, such as or, bounce. In this case, it’s advisable to get assistance from a trustworthy email validator on how to proceed with your email marketing campaign.

3. An ideal bounce rate –

When running an email marketing campaign, this is likely the most critical statistic to keep track of. The bounce rate is derived by dividing the total number of bounced emails sent during the campaign by the total number of emails sent.

The quality and authenticity of your mailing list influence this rate. A low bounce rate indicates a solid permission base list with active and satisfied subscribers. A high bounce rate, on the other hand, might indicate a stale and inactive subscriber list. The issue may stem from how the list is kept or how it was collected.

Bounce rates should be between 2 and 3 percent if your company has a robust opt-in list. If your bounce rate is going any higher, it’s critical to figure out why and take steps to reduce it. In most circumstances, if your server’s bounce rate exceeds 3% regularly, you risk getting suspended or classified as spam by major internet service providers.

How can you avoid email bounces?

1. Take advantage of the double system.

A verified opt-in is one of the most effective methods for collecting authentic email addresses from interested users. You prevent the possibility of erroneous emails making their way into your mailing list by requiring individuals who subscribe to your email to validate their email addresses. This strategy assures that you acquire an involved and active subscriber list in addition to drastically lowering the bounce rate. The audience will become more interested as a result, improving the odds of a conversion.

2. Don’t send emails from a free domain send-from address.

Domains that are completely free Some email addresses, such as Outlook, Hotmail, and Google, may fail a DMARC check. If this occurs, all of your emails will automatically bounce, and if they are received, they will be sent to spam or trash folders by the receiver’s server, and the intended recipient will never see them. Send emails from an authenticated business domain if you want better results. This stops emails from being classified as spam or junk mail. This will increase your email deliverability while also lowering your bounce rate.

3. Send frequently and regularly.

An effective and efficient email marketing strategy requires you to contact your subscribers on a frequent and consistent basis. Subscriber lists may get stale in as little as six months. Disengagement over an extended period, for example, might result in bounces or spam complaints.

Begin by delivering a welcome greeting to your subscribers, and then give them relevant and valuable information regularly. Subscribers also swap their outdated email addresses for new ones regularly. Interested people will always update their emailing information if you have frequent touch with them, and this will not result in high bounce rates. Subscribers who alter or leave their email addresses will not have the opportunity to update their contact information if they are left in the uninhabited wilderness for an extended period or are contacted infrequently.

There isn’t a holy Mary grill handbook that tells you how many times you should contact your subscribers. With a few emails every month, though, you should be able to build a long-term connection with your readers. Simply get in touch with them regularly and tell them what they want to hear.

4. Maintain vigilantly and track your progress.

The longer you keep bounce problems unsolved, the more damage you do to your reputation, much as with delivery and engagement. As a result, keep a careful eye on your campaigns and take action as soon as you see a spike in your bounce rate. It’s possible that a certain domain is an issue, or that some emails have been invalid.

It’s also important to double-check your email sources, improve your sign-up form, and keep your mailing list up-to-date. Make sure you send emails with authentication and from the same domain every time. If you’re not sure why you’re getting such a high bounce rate, speak with an email verification business for guidance.

5. Make sure your emails are valid.

In an email marketing campaign, verifying your emails (using services like online APIs that evaluate your emails in real-time) is critical. If you don’t authenticate your emails, they’ll almost certainly land up in spam folders or bounce back to you since recipients can’t check their identity. You offer the validity and authenticity of your email by verifying your domain. Your emails will no longer be classified as spam by receiving ISPs and spam filters. This will significantly increase your bounce rates while also improving your email deliverability.

What is the difference between a soft and a hard bounce?

When an email bounces, it’s classified as a hard rebound or a gentle bounce. Let’s take a closer look at each one.

1. What is the definition of a soft bounce in email marketing?

A soft bounce is a circumstance in which an email fails to reach the recipient’s inbox for a short period. It means that the email address is genuine and that the recipient’s server received it, but that the message was bounced before reaching the recipient’s inbox.

Soft bounces may be caused by a variety of issues. For example, the receiving server may be momentarily inaccessible, the message may be too large, the recipient’s mailbox may be full, the message may include spam or questionable material, or the recipient’s email settings may prohibit emails from your address. A mild bounce indicates that the recipient’s email address is correct. If you’ve never succeeded in delivering in a previous marketing effort, you may attempt again in the next.

What is the definition of a hard bounce?

This is a non-recoverable delivery failure. When you get a hard bounce report, it signifies that the recipient’s email address is either incorrect or no longer in use. It’s most probable that it was entered incorrectly or that the email’s domain has expired. All emails in this category should be deleted from your subscriber’s list if you are certain the hard bounce was not caused by a correctable error. They may also be exported to a suppression list, which will prevent them from being reimported into your active mailing list.

Hard-bounced emails will have a detrimental influence on your deliverability if you re-import them into your current subscriber list. Bounces are recorded by spam filtering systems and ISPs, and they might be used against your server in the future if an invalid address is sent several times.

Tips – It’s also crucial to realize that various servers interpret bounces differently. What is defined as a harsh bounce on one server may be rated as a mild bounce on another.

Final words

Truth be told, high bounce rates destroy your deliverability and also compromise your sender reputation, risking your account with your email service providers being blocked or shut down. Therefore, make sure to employ an email validation service to guarantee that the emails you are sending are all authentic and prevent high bounce rates for an effective email marketing campaign.

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