If you’re running an email marketing campaign, you need to understand your email bounce rate and how it impacts your campaign’s success. Email bounce rate refers to the percentage of emails that fail to reach your subscribers’ inbox. This could be due to an invalid email address or a full inbox.

High bounce rates negatively impact your campaign’s performance as they reduce your email deliverability, harm your sender reputation, and increase the likelihood of being marked as spam.

Key Takeaways

  • Email bounce rate is the percentage of emails that fail to reach your subscribers’ inbox.
  • High bounce rates harm your email deliverability and sender reputation.
  • Reducing email bounce rates is essential for a successful email marketing campaign.
  • According to HubSpot, email marketing has twice the return rate than cold calling.

Understanding Email Bounce Rate

Before we dive into how to reduce email bounce rates, it’s essential to understand what types of bounces exist. There are two types of email bounces: hard bounces and soft bounces. Both have different causes and implications for your email marketing campaigns.

Hard Bounces

A hard bounce occurs when an email is returned to the sender because of a permanent error, such as an invalid email address or a nonexistent domain. Hard bounces are typically caused by typos, outdated email addresses, or fake email addresses. These errors have a significant impact on your email marketing campaigns as they can damage your sender reputation and reduce email deliverability.

Here’s an example: You send an email to john@example.com, but the email bounces back with a message saying the email address does not exist. This is a hard bounce.

Soft Bounces

A soft bounce occurs when an email is returned to the sender due to a temporary issue such as a full inbox, server issues, or a problem with the recipient’s email server. Soft bounces are less severe than hard bounces and can be resolved without causing long-term damage to your email marketing campaigns.

For instance, if you send an email to jane@example.com, but her inbox is full, the email may bounce back, but it’s still a soft bounce.

Understanding the difference between hard bounces and soft bounces is crucial to effectively manage your email marketing campaigns. In the next section, we’ll explore the impact of high email bounce rates on your campaigns and why it’s essential to reduce them.

The Impact of Email Bounce Rate on Your Campaign

When it comes to email marketing, the deliverability of your messages is just as important as the content and design. One of the most significant factors that influence deliverability is email bounce rate.

Email bounce rate is the percentage of emails that are undeliverable and returned to the sender. A high bounce rate can damage your sender reputation and decrease email marketing success. This is because email providers consider bounces as a sign of poor email list hygiene, which can result in your emails being sent to spam folders or blocked altogether.

Hard bounces occur when an email is returned because the recipient’s email address is invalid or non-existent. This type of bounce is permanent and can negatively impact your sender’s reputation. Soft bounces, on the other hand, occur when an email is temporarily undeliverable due to reasons like full inboxes or technical issues. While soft bounces are less harmful to your deliverability, a high percentage of them can still affect your sender reputation.

If you have a high email bounce rate, it’s essential to take proactive steps to address the issue. You can start by cleaning your email list regularly, removing invalid email addresses, and validating email addresses before adding them to your list. These simple actions can help reduce your bounce rate, improve deliverability, and protect your sender reputation.

Tips to Reduce Your Email Bounce Rate

Reducing your email bounce rate is essential for a successful email marketing campaign. Here are some tips and strategies you can implement to decrease your bounce rate:

Email List Hygiene

Regularly cleaning your email list is crucial for maintaining email deliverability and reducing your bounce rate. Remove inactive email addresses and invalid email addresses to ensure that your emails are reaching your subscribers.

Verify Email Addresses

Verifying email addresses can help you determine which are valid and which are not. Use an email verification service to check the status of each email address before sending your email. This can save you time and resources and reduce your bounce rate.

Email Validation

Email validation can help you identify and correct errors in your email addresses before sending your email. Use an email validation service to ensure that your email addresses are accurate and up-to-date. This can help reduce your bounce rate and improve your email deliverability.

By implementing these tips, you can reduce your email bounce rate, improve your email deliverability and overall success of your email marketing campaign.

Engaging Content and Best Practices

Creating engaging content is crucial for reducing email bounce rates and optimizing your email marketing campaigns. You want to entice your subscribers to open and interact with your emails, instead of immediately deleting them. Here are some best practices to follow:

Compelling Subject Lines

You need a strong subject line to grab your subscriber’s attention and compel them to open your email. Keep it short and sweet, but make it relevant and eye-catching. Avoid using all caps or exclamation points, as this can come across as spammy. Personalizing the subject line with the subscriber’s name can also increase the open rate.

Personalized Content

Personalizing the content of your emails can go a long way in reducing bounce rates. Use segmentation to group subscribers based on their preferences or behavior, and tailor the content to their interests. Use their name throughout the email, and include dynamic content such as recommended products or personalized offers.

Clear Call-to-Action

Make it clear what action you want your subscribers to take after reading your email. Whether it’s to make a purchase, click a link, or sign up for a newsletter, the call-to-action button should be prominent and easy to find. Use a contrasting color to make it stand out, and keep the copy short and direct.

By following these best practices, you can create engaging content that reduces bounce rates and increases the success of your email marketing campaigns.


Reducing email bounce rates is crucial for the success of your email marketing campaigns. By understanding bounce rates and their impact, you can take proactive steps to improve your email marketing performance.

Implementing best practices like email list hygiene, email validation, and personalized content can help reduce your bounce rates and increase engagement. Remember that engagement is the key to successful email campaigns, so make sure to focus on creating compelling subject lines and clear calls-to-action.

Take the time to regularly analyze your email performance data and adjust your strategies accordingly. By doing so, you can continually improve your email marketing efforts and achieve better results.

Now that you understand the importance of reducing email bounce rates, put these tips into action and start optimizing your email campaigns for success!


Q: What is an email bounce rate?

A: Email bounce rate refers to the percentage of emails that are not delivered successfully to the recipient’s inbox. This can happen due to various reasons such as invalid email addresses, full mailboxes, or server issues.

Q: Why is email bounce rate important in email marketing campaigns?

A: High email bounce rates can negatively impact your email marketing campaigns. They can lead to reduced deliverability, damage your sender reputation, and affect the overall success of your campaigns.

Q: What are the types of email bounces?

A: There are two main types of email bounces: hard bounces and soft bounces. Hard bounces occur when the email is permanently undeliverable, typically due to invalid or non-existent email addresses. Soft bounces are temporary and usually happen due to issues like full mailboxes or server problems.

Q: How does email bounce rate affect email deliverability and sender reputation?

A: High email bounce rates can harm your email deliverability, as ISPs may view your emails as spammy or low-quality. Additionally, consistent bounce rates can negatively impact your sender reputation, making it harder for your emails to reach the recipient’s inbox in the future.

Q: What are some tips to reduce email bounce rate?

A: To reduce email bounce rates, it is essential to practice good email list hygiene by regularly cleaning your list and removing invalid or inactive email addresses. You can also verify email addresses before adding them to your list and utilize email validation services to ensure deliverability.

Q: How can engaging content and best practices help minimize email bounces?

A: Creating engaging content with compelling subject lines, personalized content, and clear call-to-action buttons can help increase email engagement and reduce bounces. Following best practices like avoiding spam trigger words and regularly testing your emails can also contribute to lower bounce rates.