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Email Bounce Rate

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.

How to calculate Email Bounce Rate

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

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%.


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.

More about this metric

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.

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