3 Tips for lowering your Bounce Rate

Bounce Rate is a statistic within email marketing that indicates how many emails are returned or “bounced” and therefore do not arrive at the recipient.

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What is bounce rate?

Bounce Rate is the percentage of emails that do not arrive in the recipient’s inbox. Thus, these emails are bounced or bounced back from the corresponding email address.

Bounce Rate Meaning

Je e-mails worden teruggestuurd (bouncen) als ze nooit in de inbox van de ontvanger zijn afgeleverd. Er zijn twee verschillende soorten bounces: een zachte bounce (soft bounce) en een harde bounce (hard bounce).

Soft Bounce Bounce Meaning.

A soft bounce means that your email was not delivered due to temporary delivery problems.

  • Full inbox
  • Server problems
  • Email is too large

So this indicates that the email did not arrive and it may be due to a temporary problem. Often this problem is not resolved and these soft bounces never receive emails from you. Because there is a chance that there is an accidental error due to a server problem or because the email is too large, you can set to remove these emails from the list only when they soft bounce 3x in a row.

This keeps your list clean and does not immediately remove contacts from the list in the event of an accidental soft bounce.

Hard Bounce Meaning

A hard bounce means that your email was not delivered and this problem is permanent. This can be due to:

  • Fake email addresses
  • Email address has been deleted
  • Your email address has been blocked


So it is important to remove these email addresses from your list right away. There is no point in continuing to send emails to these email addresses. It is a permanent problem and this will otherwise worsen your overall email results.

What is a good bounce rate?

A good bounce rate is as low as possible. At the very least, try to keep your bounce rate below 2% on average, otherwise it sends a bad sign to your e-mail provider and you stand a chance of ending up in spam with all your e-mails.

In fact, having a high bounce rate will indicate to e-mail providers that you are sending e-mails to e-mail addresses that do not exist. This is a bad sign and can cause your emails to end up in spam if you have this for too long.

How do you improve your bounce rate?

1. Setting up your records

For your deliverability and your bounce rate, it is important to set up your records properly:

  • DNS-Record
  • SPF-Record
  • DKIM-Record
  • DMARC-Record


How to set these records can be found on the deliverability page.

2. Double Opt In

Make sure you enable double opt-in to filter out fake or inactive email addresses.

This will require them to confirm in their inbox that they want to receive your emails, thus preventing you from getting an email address that is fake or deleted. This will ensure that you get fewer hard bounces.

3. Clean up your list

By setting up an automatic list cleaner, you can automatically take out all the bad email addresses. This list cleaner ensures that if there are any hard bounces, these e-mail addresses are immediately removed from your list. After all, these e-mail addresses are of no use to you because your e-mails will not arrive. So this will all cause poor deliverability over all poor email results.

In addition, it will also ensure that if there is, for example, 3 times in a row a softbounce at a certain e-mail address, it will also be removed . So this means you don’t have to constantly monitor all the email addresses yourself and ensure that you get fewer bounces.