If you are reading this, it’s because you have seen that your latest Email had a high bounce rate. Over time, a sustained and large bounce rate will negatively impact your sender reputation. A high bounce rate by industry standards is anything above 2%.
There are two types of bounces;
- A temporary bounce usually indicates that the email is temporarily unable to be delivered. In this instance, we will usually attempt to resend the email.
- A permanent or hard bounce on the other hand indicates that the email is permanently blocked from delivery. This can be because the email address you are sending to no longer exists or that you are not authorised to deliver email to that address or domain.
Ongoing permanent or hard bounces indicate to the email program (e.g. Gmail) that the sender may be sending spam. This includes sending emails to a list where you have not obtained express permission or consent from them to do so.
Like complaints, this can negatively impact your own sender reputation as well as the sender reputation of our broader client base, as our email marketing program utilises shared IP address ranges
To help avoid high bounce rates we recommend that you keep your lists clean, and manage bounces as they come in. For example, a contact that is temporarily bouncing may have the issue resolved before the next send (hence the temporary status), but they also may not.
It would be good practice to monitor your bounces and after an allotted time, remove the contacts that are not receiving your emails.