Join Dataflo @ SaaS Insider's India 2022 on May 26 - 27
Register Now

Email Bounce Rate


The email bounce rate is the percentage of emails that are unable to be delivered to their intended recipients.

What is the Email Bounce rate?

Email bounce rate is defined as the percentage of emails that fail to reach their intended recipients. An email bounce occurs when an email server experiences a temporary or permanent failure in receiving and/or delivering an email message.

 An email can bounce for various reasons, such as an invalid or inactive email address, a full inbox, or a server issue on the recipient's end.

Email marketers need to understand and monitor their bounce rate because a high bounce rate can indicate that their list of email addresses may be outdated or that there are technical issues with their email campaigns. 

This can affect the overall deliverability of their emails and, ultimately, the success of their email marketing efforts. By understanding and monitoring their bounce rate, email marketers can make necessary adjustments to improve the deliverability of their emails and ensure that their campaigns are effective.

How to measure and monitor email bounce rate?

To calculate your email bounce rate, you will need to know the total number of emails sent in a campaign, and the total number of emails bounced. To find the bounce rate, divide the number of bounced emails by the total number of emails sent and multiply the result by 100 to express it as a percentage.

Email Bounce Rate formula

For instance, if you sent 100 emails in a campaign and 10 emails bounced, your bounce rate would be 10%, which is considered relatively low.

It is crucial to monitor your bounce rate regularly and track any changes over time. A consistently high bounce rate may indicate that there are issues with your email list or your email campaigns, and taking steps to address these issues can improve the success of your email marketing efforts.

What is the industry average email bounce rate?

It isn't easy to provide a specific industry average for email bounce rates because bounce rates can vary widely depending on various factors, including the type of industry, the quality of the email list, and the content of the emails sent. 

However, generally, a good benchmark for email bounce rates is around 2%.

A low bounce rate (below 1%) may indicate that the email list is well-maintained and the email campaigns are well-targeted and relevant to the recipients. 

A high bounce rate (above 5%) may indicate issues with the quality of the email list or the email campaigns sent. This could include outdated or invalid email addresses, emails marked as spam, or emails blocked by the recipient's email server.

It's essential to keep in mind that bounce rates can vary over time, and it's normal for them to fluctuate slightly. It's also important to track and monitor bounce rates to identify any issues affecting email deliverability and to take steps to address them.


Hard Bounce

Soft Bounce

All non-lableled accounts



Agriculture and Food Services



Architecture and Construction



Arts ans Artists



Beauty and Personal Care



Business and Personal Care



What are the types of email bounces?

There are two main types of email bounces: hard and soft Bounces.

Hard Bounce

A hard bounce occurs when a message cannot be delivered because the email address is invalid or inactive. This can happen if the email address is misspelled, the domain name doesn't exist, or the recipient's email account has been deactivated. 

Hard bounces can affect the success of an email campaign because they can result in a high bounce rate, which can negatively impact the sender's reputation and deliverability.

Soft Bounce

On the other hand, soft bounce is a temporary delivery failure. This means the email could not be delivered to the recipient's inbox, but the issue is quick and may be successfully delivered later. 

Common reasons for a soft bounce include a full inbox, a server issue on the recipient's end, or a problem with the email server. While soft bounces do not have the same negative impact on a sender's reputation as hard bounces, they can still affect the success of an email campaign if they occur frequently.

It is essential for email marketers to understand the different types of email bounces and monitor their bounce rate to maintain a good sender reputation and improve the email open rate. By identifying and addressing any issues that may be causing bounces, email marketers can improve the success of their email campaigns.

What causes high bounce rates?

There are several common reasons for high bounce rates in email marketing campaigns, including

Invalid or inactive email addresses: One of the most common reasons for high bounce rates is the use of weak or static email addresses on the sender's email list. This can happen if the email addresses on the list have been entered incorrectly, are no longer active, or belong to recipients who have opted out of receiving emails.

Full inboxes: The email may bounce back to the sender if a recipient's inbox is full. This can happen if the recipient's inbox has reached its storage limit or if the recipient has not been checking their email regularly.

Spam filters: Spam filters can prevent emails from being delivered to a recipient's inbox,this can happen if the sender's email is flagged as spam or the recipient's email provider has strict filtering policies.

To avoid high bounce rates, email marketers should ensure that their email lists are up-to-date and follow best practices to avoid triggering spam filters. It is also essential to regularly check and clean up the email list to remove invalid or inactive email addresses. By taking these steps, email marketers can improve the deliverability of their emails and avoid high bounce rates.

Strategies for reducing email bounce rate:

To improve the deliverability of your emails and reduce your bounce rate, you can use various strategies, such as

Double opt-in: Double opt-in is a process where new subscribers must confirm their email address before being added to your email list. This can help ensure that the email addresses on your list are valid and active, reducing the number of bounces.

Maintain a clean email list: Regularly cleaning up your email list by removing invalid or inactive email addresses can help reduce bounces. You can use email validation tools to identify and remove any addresses that are no longer active and any addresses that have been entered incorrectly.

Avoid spam triggers: Spam filters can prevent your emails from being delivered to your recipients' inboxes. To avoid triggering spam filters, you should avert spammy language and subject lines, avoid sending large attachments and use a professional sender name and email address.

Monitor your bounce rate: Regularly monitoring your bounce rate can help you identify any issues affecting your emails' deliverability. Tracking your bounce rate over time allows you to adjust your email campaigns to improve deliverability.

By implementing strategies to reduce your email bounce rate and following best practices, you can improve your email marketing efforts' success and ensure that your emails reach your recipients' inboxes.

Frequently Asked Questions
How to calculate email bounce rate?
What is a good bounce rate for emails?
How do I decrease my email bounce rate?

No Answer

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Related Metrics
A SaaS metric once a week

A weekly email from Dataflo to help you with learning the SaaS metrics

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Your subscription could not be saved. Please try again.
Your subscription has been successful.
Subscribe to our Newsletter
GTM Operating System for Scaling SMBs

Dataflo is a dedicated GTM Operating System that helps you take data-driven decisions across the go-to-market teams from Day 1.