Emails Bounced

Date created: May 28, 2019  •   Last updated: Feb 25, 2022

What is Emails Bounced?

Emails Bounced is the count of emails that were not successfully delivered. Specifically, it's the count of Non-Delivery Receipts from your recipients' email servers.

Alternate names: Non-Delivery Receipt, NDR

Emails Bounced Formula

ƒ Count(Emails Bounced)

How to calculate Emails Bounced

You send a newsletter to 50,000 email addresses. Looking at your Non-Delivery Report a day or two later, you find that your list had 250 hard bounces, 30 soft bounces, and a current count of 20 pending bounces (that could turn into soft bounces soon). The hard bounces indicate that the quality of your list was not as good as you hoped. The soft bounces are a reminder to make sure your emails are getting through security filters and you have no technical issues when sending.

Start tracking your Emails Bounced data

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

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What is a good Emails Bounced benchmark?

According to Mailchimp, the global average hard bounce rate is 2.5% and 0.6% for a soft bounce.

Emails Bounced benchmarks

Email Hard Bounce Rate by Industry

Email Hard Bounce Rate by Industry
Mailchimp, Mar 2018

Email Soft Bounce Rate by Industry

Email Soft Bounce Rate by Industry
Mailchimp, Mar 2018
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How to visualize Emails Bounced?

Emails bounced is relatively straightforward to track. Use a summary chart to visualize your current values in comparison with a previous time period. Make sure you track other metrics alongside bounces, such as bounce rate, open rate, and CTOR.

Emails Bounced visualization example

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Emails Bounced

11

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1.81

vs previous period

Summary Chart

Here's an example of how to visualize your current Emails Bounced data in comparison to a previous time period or date range.
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Emails Bounced

10.91

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1.80

vs previous period

Summary Chart

Here's an example of how to visualize your current Emails Bounced data in comparison to a previous time period or date range.

More about Emails Bounced

Email bounces are generally categorized into three types: hard bounces, soft bounces, and pending bounces.

A hard bounce usually points to a permanent error, such as an invalid email address, but can also be caused by a strict email security filter, abandoned mailboxes, or if the inbox is full. Typically, mass email delivery services will exclude "hard bounce" email addresses in future mailings.

A soft bounce is generally a temporary issue, such as if the recipient’s email server is timing out or undergoing maintenance. Before being counted as a soft bounce, these emails will be marked as pending bounces.

A pending bounce is also caused by a temporary technical issue. Pending bounces are retried and, if they still cannot be delivered, are then marked as soft bounces.