Email Bounce Rate

Date created: Nov 24, 2020  •   Last updated: Feb 24, 2022

What is Email Bounce Rate?

Email Bounce Rate is the percentage of emails that have not successfully reached recipients. An email bounce occurs when a sender receives a Non-Delivery Report (NDR) for an email. The number of email bounces divided by the total number of emails sent gives the Email Bounce Rate.

Email Bounce Rate Formula

ƒ Count(Email Bounces) / Count(Emails Sent)

How to calculate Email Bounce Rate

A business sends marketing emails to 10,000 email addresses and receives 500 email bounces. The Email Bounce Rate in this scenario is 5%, indicating that the quality of the email list needs improvement.

Start tracking your Email Bounce Rate data

Use Klipfolio PowerMetrics, our free analytics tool, to monitor your data. Choose one of the following available services to start tracking your Email Bounce Rate instantly.

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What is a good Email Bounce Rate benchmark?

According to a 2020 Email Marketing benchmark study by Campaign Monitor, the average email bounce rate, including both hard and soft bounces, across industries is 0.7%.

Email Bounce Rate benchmarks

Email Bounce Rate by Industry and Day

Email Bounce Rate by Industry and Day
Campaign Monitor, 2020
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How to visualize Email Bounce Rate?

Use a line chart to observe changes in your Email Bounce Rate trend over time. If you see steady increases in bounce rate, identify the cause and modify your strategy accordingly.

Email Bounce Rate visualization example

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Email Bounce Rate

Line Chart

Here's an example of how to visualize your Email Bounce Rate data in a line chart over time.
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Email Bounce Rate

Line Chart

Here's an example of how to visualize your Email Bounce Rate data in a line chart over time.

More about Email Bounce Rate

There are three types of email bounces: hard bounces, soft bounces, and pending bounces. A hard bounce usually comes from invalid email addresses, whereas soft and pending bounces generally indicate technical issues with either the user's or sender’s email service.

Email Bounce Rate helps track the quality of lead lists and other email campaigns by representing the number of email bounces as a percentage of total emails sent. While it is still important to track other email marketing metrics such as Emails Opened and Emails Clicked, Email Bounce Rate is a great starting point that determines how often emails successfully reach recipients.

A high Email Bounce Rate means that a large number of emails sent out never reach recipients, therefore diluting a company’s message and relationship with useful contacts. Regularly managing email lists and performing address verification can reduce your Email Bounce Rate.