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The Ultimate Guide to Understanding and Reducing Email Bounce Rate.

Learn how to reduce email bounce rate, improve email deliverability, and increase engagement with your target audience.

Email marketing is a powerful tool for businesses, providing a cost-effective way to reach and engage with your target audience. However, if your emails are bouncing, they may never reach your intended recipients, resulting in decreased engagement and lost opportunities. That's where understanding and reducing email bounce rate come in.

In this article, we'll explore what email bounce rate is, why it matters, and how to reduce it for better email deliverability and engagement.

What is Email Bounce Rate?

Email bounce rate refers to the percentage of emails that were not delivered to their intended recipients. There are two types of email bounces:

  • Soft Bounce: A soft bounce occurs when an email is returned to the sender due to a temporary issue, such as a full inbox or server downtime.

  • Hard Bounce: A hard bounce occurs when an email is returned to the sender due to a permanent issue, such as an invalid email address or a blocked email server.

Why Does Email Bounce Rate Matter?

Email bounce rate is an important metric to track because it can impact your email deliverability and engagement. High bounce rates can negatively impact your sender reputation, making it more difficult for your emails to reach your intended recipients' inboxes. In addition, high bounce rates can also indicate that your email list is outdated or inaccurate, which can result in decreased engagement and lost opportunities.

How to Reduce Email Bounce Rate

Reducing email bounce rate involves taking a proactive approach to managing your email list and identifying and addressing issues that may cause bounces. Here are some tips to help you reduce your email bounce rate:

  • Verify email addresses before adding them to your list

  • Regularly clean your email list to remove inactive or invalid email addresses

  • Use a double opt-in process to confirm email addresses

  • Segment your email list to target specific audiences with relevant content

  • Monitor and analyze your email deliverability metrics to identify and address issues

Statistical Data

According to a recent study by Return Path, the average email bounce rate is 1.0%. In addition, research by HubSpot found that segmented email campaigns have a 14.32% higher open rate and a 100.95% higher click-through rate than non-segmented campaigns.


Reducing email bounce rate is essential to improving email deliverability and engagement. By understanding what email bounce rate is, why it matters, and how to reduce it, you can increase the effectiveness of your email marketing campaigns and achieve better results. Use the tips and strategies outlined in this article to take your email marketing to the next level and drive business growth.

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