Email marketing is considered to be an easy feat but not that much. The reason is that you have to do a lot of things and spend so many hours to attain potential customers. Sometimes you receive high bounce rate. Getting a true email list all alone is not easy and you have to keep your head engaged in doing so. Likewise, when you relay an email marketing campaign, there are many chances that after sending a campaign you will not get the appropriate response.
Table of Contents
- What is the email bounce rate?
- Impacts of bounce rate on email deliverability
- Does email bounce rate impact your IP reputation?
- How to measure email bounce rate?
- How to reduce email bounce rate?
- Update your email list regularly
- Only use an opt-in email list
- Include a captcha on your sign up form
- Segment your email list by engagement
- Be consistent with your emails
- Recheck the user’s information
- Do not purchase an email list
- Write quality content
- Keep testing your email list
This all happens due to poor strategy and not using the suitable marketing automation tool. Here, you need to be worried about the above discussion because email marketing has a lot of potential and is considered to be the best marketing channel. As compared to the other means of marketing, if you want to get connected with many people at the same time, email marketing is specially tailored for you.
With more than four billion email users worldwide, give you a vast playground to play freely and connect with your market. But all of the efforts can be taken to task when you are inflicted with an email bounce rate. When you send an email campaign, recheck your contact list before you send them an email campaign.
What happens if not rechecked? Your email will be bounced and that is harmful to your IPs. Email marketing bunce rate is basically the emails that return to the sender. The email bounces can be a nightmare because they are enough to suspend or close your email sending account.
What Is the Email Bounce Rate?
The bounce emails are unable to deliver to the targeted audience. The percentage of the emails that you sent and weren’t able to reach the audience due to many reasons is the email bounce rate. It means that these messages bounced back as undeliverable. There are two types of bounces we observe when finding them unable to deliver to the clients, i.e., hard bounces, and soft bounces.
A soft bounce means that the email could not be delivered due to some temporary reasons. These reasons might include overly full inboxes or a large message. On the other hand, the hard bounce means that the email domains are no longer exist, the email address contains a typo, or the accounts are closed.
If the message faces any of these issues, the message will not be delivered. In simple words, a hard bounce is a permanent delivery issue. The returned emails have a negative impact that needs to be considered before you send an email campaign.
Impact of Bounce Rate on Email Deliverability
If you send 1000 emails and 200 emails are undeliverable, it means that you have a bounce rate of 20% and that is a huge problem. On the contrary, if you send 100 emails and 3 of them are undeliverable, it means that you have a 3% bounce rate. This much bounce rate is not worrisome, however, if you are sending 100 emails and 6 emails bounce back, it means that the bounce rate is 6%.
This much bounce rate must be enough to get worried about. 5% or higher bounce rate affects the overall performance of the email deliverability. ESPs (email service providers) see a high bounce rate that is a sign of low-quality content, or poor email marketing tactics. If this problem persists, the emails will be delivered to the spam folder even for those clients who open and click your emails.
The bounced emails, on one hand, proved to be devastating for your IPs, and on the other hand, it affects the overall performance including open click-through rates and engagement rates, resultantly it affects your sales.
Does Email Bounce Rate Affect Your IP Reputation?
If the emails are sent by you are consistently getting a high bounce rate, it can be a nightmare. If you have developed a reputation that most of the email messages are returning back to you as bounces, your IP address may be given a spammer label.
Not only this, your IP will be blocked from sending emails to certain domains. Therefore, if the email deliverability is consistently low, the open rate will decrease and the engagement will surely suffer.
How to Measure Email Bounce Rate?
Your ESPs should make it easy for you to measure email campaign bounce rate. For that purpose, just log into your dashboard and visit the campaign stats. For example, email automation tools like Mumara allow you to check the email bounce rate of a specific campaign.
Just check your email campaign and subscriber activity. These stats give you a lot of information and a true understanding of how well the campaign performs. You can use this information to track the changes in the bounce rates and redefine your strategy.
How to Reduce Email Bounce Rate?
If you are continuously getting your emails bounced or getting a higher bounce rate and want to down it reasonably. Here are some tips on you can reduce email bounce rate.
Update Your Email List Regularly
No contact list can be used forever, rather you need to make some changes over time. Some of the contacts sign out permanently due to various reasons. Others may leave the company they were working for before and were in contact with you through the email address. That is why the email addresses become inactive and it is inevitable.
If you keep your email contact list up to date every so often, the bounce rate can be minimized simultaneously. Do not hesitate to delete the contact who has not opened your emails for several months or a contact that has sent several soft bounces or a hard bounce.
You can detect these types of contacts by signing up to Mumara and restricting them before sending an email campaign.
Only Use an Opt-in Email List
Using an opt-in email is the simplest way to avoid the bounce rate. Sending an email campaign to the opted-in list means that you are sending the email to the list which is looking forward to hearing from you and you have taken the permission beforehand. If someone has registered himself with you to receive a newsletter, then it is obvious that they have permitted you to send them emails.
On the contrary, if you are sending an email to the list or a person who has not opted in to receive your email messages, there are great chances that when you will send them an email campaign they will mark it as spam. It will damage your reputation and that will be responsible for increasing the bounce rate.
Include a CAPTCHA on Your Sign-up Form
To avoid the bot sign-ups, use a captcha to deal with it. Being a human you tick-boxes the form and sometimes include a visual test that is not made for the bots. This will eliminate all the errors and chances of getting fake emails that will be the cause of increasing bounce rates.
Segment Your Email List by Engagement
Email automation tools provide an analysis of the different metrics and help you to identify the junk mails, click-through, and open rates. These stats play an important role in redefining the issues that you may face during sending your next campaign. In this engagement, you can create different segments and these are highly helpful for businesses and marketing departments in general.
Creating these segments will tell you that which contact shows the highest engagement and you can send the email campaign to those contacts who take more interest as the first priority. This is the easiest way to avoid the spam folder and reduce the bounce rate.
Be Consistent with Your Emails
If you are consistent in sending and scheduling your emails to the readers, it will be doing away with the bounce rate. Let’s say that you send emails to the readers after long intervals, they will forget you and the open rate will be decreased.
Further, if you are sending the email after a long time the people will forget about your brand, if they will open your message, there are chances that they report you spam. That is the reason, send the right emails and the right time. Bring regularity to your email campaign to eliminate such chances of email bounces.
Recheck the User’s Information
There is no doubt that most people sign up with work emails or change their email addresses when someone changes name as a result of some special incident in their life or females change their name after marriage. There is never late to recheck the information of your subscribers.
If they have changed their email address, you will keep sending the emails. Not only you, but many others will also do the same. Ultimately the inbox will get full and you will start receiving soft bounces. To avoid this, we suggest having a look at the information provided by your email service provider through campaign stats.
Do Not Purchase an Email List
A purchased email list does nothing but increases your email bounce rate. The reason behind it is that you do not know the receivers of your email marketing campaign. No matters how important the list is, if they have not subscribed to your email letters via the opt-in option, we warn you to send them an email campaign.
Let us explain the reason. When you purchase a list, you do not know whether the receivers of your email campaign are humans or bots. You do not know if the email addresses really exist or not. If you send them the message, there is a great chance that they will mark you as spam if the message is delivered.
On the other hand, if the email address does not exist, you will get a hard bounce and that will be highly devastating.
Write Quality Content
When you send an email campaign to your audience, make sure that the content is well in shape and form. Mediate before you send whether should your audience receive this content or not. Make sure that your audience is capable of reading this content, hence making it free from clichés and jargon.
If your content is too difficult to understand by the receivers, you are merely wasting your time. Therefore, include a highly compelling subject line that forces the audience to open the email and read it. Likewise, insert some useful CTAs from which the receivers will get the right information about what the email is about.
If you do not focus on these things, the receiver will lose interest in your next email. Resultantly the open rate will be decreased. There is also a great chance that if you keep sending inappropriate content to the receivers. They will mark you as spam.
Keep Testing Your Email List
If you do not learn from your failures, you will keep standing at the spot where you are standing at the moment. Email marking is highly beneficial when you make it. If you will keep repeating the same mistakes and look for different results, there would not be any chances to make a way to success.
The best way to overcome this menace of email bounces, keep testing your email list. For that purpose, experiment A/B testing regularly. Keep an eye on the email bounce rate to avoid inconvenience in the future. By using the email campaign stats, learn from the negative indicators.
To conclude, we suggest you follow the above tips to overcome the problem of email bounce rate. Email marketing is one of the most effective methods of marketing. It only happens when you do it rightly. The chances of success are very little when you do it without considering the statistics you get from the email campaign.
Although there are some technicalities in this process, it can be made easy if you use email marketing software. This software is intelligent enough to provide you with all the information about the open rate, click-through rate, bounce details, subscription, and unsubscribed results from the audience. By using this data, you can re-shape your marketing results to achieve the ultimate goals.