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5 Best Kept Secrets To Decrease Your Bounce Rate

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04 Jan 2021

Although one of the best, email marketing is not the easiest to crack. There are many problems that a marketer faces when marketing the products or services online.

In this guide, I will be talking about one of the problems which if not tackled down in time can create severe issues like a drastic fall in email deliverability rates or worse the IP address getting blacklisted – email bounce rate!

What Is Email Bounce Rate?

Email bounce is the undelivered or the rejected emails. Sometimes the server of your recipient does not receive your email and automatically bounces it back to your server.

The sender receives a message that highlights the bounced error code.The bounce rate has a highly negative effect on your deliverability rate as well as it increases the chances of your email address getting suspended or closed.

Types Of Email Bounces

There are 2 types of email bounces

Soft Bounce

When your email is not delivered to the recipient due to a temporary issue i.e., unavailability of the server or the mailbox being overloaded, it is called a soft bounce.

Hard Bounce

In case the email address is wrong or the account is deactivated the email will not reach the recipient, which will be marked as hard bounce.

Reasons of Email Bounces

You wrote a perfect email with an incredibly attractive subject line, tested it, and sent it with every element in place but a minute later receive an error code stating that your email has not been delivered, talk about the misfortune!

Like anything else, the email also bounces back because of some reasons, precisely mistakes that marketers make unknowingly. Writing an email is a hard job but what’s the point of writing an astonishing email if it won’t even be delivered.

· Invalid User Name

the email address is not valid the email would bounce back to the sender. The email address could be null due to different reasons like the user is no longer using that email address, you made a mistake in writing the email address, or the email that is given to you is of the organization where the customer no longer works i.e., the email had been deactivated or deleted by your customers’ organization.

· Wrong Domain Name

The domain name could be invalid or non-existing resulting in the email server not recognizing it, hence the email bounces back.

· Emails getting blocked by the Server

Servers block the emails that are either blacklisted or have IP issues. Some servers block certain IPs for security issues. To solve this, it's necessary to whitelist your IP so that the emails stop bouncing.

· IP Reputation

IP reputation matters the most. Bad IP reputation lowers your email deliverability rates and eventually results in your IP address getting blacklisted.

· Spam Content

If the content used in the email subject line or the body is spam-triggering, there is a high chance the spam filter will block the email, bouncing it back to the server. Thus, avoiding spammy content is essential to maintaining an efficient email deliverability rate.

Ways To Decrease The Email Bounce Back

Here are some of the most effective and proven ways to reduce email bounce back and improve deliverability rates.

Domain’s Authenticity And Free Sender Domain

The authenticity of a domain plays a crucial role in the email bounce rate. DMARC, SPF, DKIM are some of the commonly used methods that ensure the authenticity of your domain.

According to studies, 79.9% of companies still don’t use these methods which makes their IP address vulnerable to spam and increases their chances of getting blacklisted.

A professional domain sets the tone of your email. If you are still using those free sender domains then be prepared to get your email address spammed and even blacklisted due to the high bounce rate.It's best to have your company domain in the email rather than “Gmail, Yahoo, Outlook” etc.

Consider Using Opt-In Email Addresses

Opt-in email addresses mean that you have permission to email the customer. To be secure from the scammers it's best to send a confirmation message to verify their subscription. This would help you grow a safe and secure email list; hence the chance of bounce back would decrease and your IP reputation would be maintained.

Hygiene of Email List

It's necessary to clear the email list before sending the promotional email. If the email list is not cleaned, it will increase the chances of a higher bounce rate. The reasons as discussed above are deactivated miswritten or unsubscribed email addresses.

Therefore, it’s best to send a verification message this will ensure the authenticity of the email address and would not harm the sender’s reputation.CBT Mass Email Sender is one of the most efficient tools to clean your email list.

Creative Content

If you don’t want to lose your subscribers, it's best to pay great attention to the content of your email as it has a lot to do with the email bounce rate.

If the content is not up to the mark then possibly the subscriber will unsubscribe or worst will put the mail in spam that would harm the reputation of your email domain. furthermore, it would have a harsh impact on the email deliverability.

Monitor the IP Status

As discussed above IP reputation has a great value in email marketing. It can be a nightmare If it’s not maintained or monitored, if not now, in the future.

If you have been sending spam content and have received complaints of abuse and yet have not taken any actions regarding the matter, then my friend, you’ll soon be unable to send emails - that’s what happens when you get blacklisted. Once your connection breaks with our audience, you’ll ultimately lose them -needless to say, you’ll have to deal with lower revenue. Therefore, you constantly need to keep a check on your IP status.


Bounce rates are a common hurdle in email marketing that every marketer has been fighting off since day one. They have a significant impact on your deliverability rates and thus cannot be ignored. You cannot completely erase their existence but there are ways to prevent it. These include cleaning email list, creating relevant content, monitoring IP addresses, etc.

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