Email bounce rate is a metric that measures the percentage of emails that are returned to the sender because they could not be delivered to the intended recipient. It's a crucial metric for email marketers to monitor, as it directly impacts the effectiveness of email campaigns.
There are different types of email bounces:
- Hard bounce: permanent failure to deliver an email. This can be due to invalid email addresses or nonexistent servers.
- Soft bounce: temporary failure to deliveran email. This can be caused by full inboxes, server issues, or spam filters.
An email marketing platform can help reduce your bounce rate. For example, Brevo automatically blocklists email addressed that hard bounced. Brevo also attempts to redeliver emails that soft bounced within a 36-hour period; if unsuccessful, the email address is blocklisted. This keeps your email list clean and protects your email sender reputation.