What is bounce email?

1 Answer

Jan. 15, 2019, 4:24 p.m.

Bounce email is an email that failed to be delivered to the recipient and “comes back to the sender”. There are many reasons it may happen. Knowing the causes and ways of dealing with them is crucial in improving your reach.

- Why does my email bounce? The reason may be as simple as misspelling the recipient’s address, his mailbox being full, or a server error. Your emails may also be blocked by the recipient manually, or even automatically by his mailbox provider if it categorizes you as untrustworthy or as a source of spam. Perhaps your emails contain too many phrases like “act now”, or “special offer”, or unnecessary HTML. Spam filters don’t like those.

- What is a bounce email rate? Bounce rate is the percentage of all emails sent that do not get delivered. It’s important to keep your bounce rate as low as possible. High bounce rate not only means wasted opportunities, but it might lower your reputation and cause email clients to not put your messages in the main folder, or treat them as spam. It’s a slippery slope, but there are ways of dealing with it.

- Keeping your bounce rate low. Bounce rate below 2% can be considered healthy. To keep it from growing, monitor the bounced emails. Remove addresses you know to be misspelled or inactive. If the recipient’s inbox is full you might want to try sending your message later, although it’s very likely his account is no longer in use. If your contact list is too big to be monitored manually, you can use software to automate the process. Adjust your template, personalize your messages, use plain text. Don’t send messages directed to a specific department to every address from that company. You don’t want people pressing that “report spam” button.