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Fifteen Ways to Reduce Email Bounce Rate & Improve Deliverability

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01 Jan 2021


The performance of a business stands upon its marketing and sales strategies. Different types of strategies are adopted by the marketing team of various companies in order to stand out in the competitive markets. Online marketing is predominant in today’s digital era. Email marketing is one such technique that generates a lot of revenue and contributes to the growth of the companies. Although it requires a lot of time and effort for successful email marketing. Several factors are responsible for the failure of email marketing. Thus, the companies take up different strategies to overcome these factors and establish themselves successfully. Sales and marketing emails suffer a lot of bounce back which makes it difficult for the marketing team. The number of emails bounced back can be measured by email bounce rate formula. The more this rate, the more is the chance of the users account getting suspended or even closed. This creates a negative impact on the sender’s reputation and inflicts the business’s sales. Hence, it is important to reduce this bounce rate and maintain a smooth online marketing. There are two types of email bounces- hard bounce and soft bounce.

Hard bounce mails: The ones that are not accepted by the receiver’s mail server and remain undelivered.

Soft Bounce mails: The ones that are accepted by the receiver’s mail server but remain undelivered.

Both these types of bounces affect the company’s reputation and sales growth. Here are some of the ways that can reduce both the above-mentioned types of email bounces and improve their deliverability:

1. Automated email marketing:Usage of an automated email marketing platform to maintain a good send out frequency is an important step to rule out the possibility of email bounces. Before sending campaigns, it is important to verify the email list.

2. Verification of the sender’s domain: Authentication of domain leads to prevention of negative security alerts that might be received by the customers. Many users still use domains without email authentication policies. Verification of domain leads to the development of a positive impact on the sender’s reputation and improves email deliverability rates.

3. Using valid email addresses of receivers: Most of the bounce backs are due to invalid email ids of the recipients or due to the non-existent accounts. Therefore, it is important to use valid email addresses of the receivers before sending out the mails.

4. Whitelisting the IP addresses of the receivers in case of blocked server: In case of a blocked server, the emails will get bounced back every time they are being sent. Thus, it is crucial to whitelist the IP addresses of these recipients who have blocked their servers.

5. Maintaining a good IP reputation in order to avoid getting blacklisted: A good IP reputation needs to be maintained for lung running of email marketing. These rules out the possibility of getting blacklisted.

6. Maintaining a standard mail size: To avoid bounce backs, a standard mail size needs to be maintained by the senders. Most of the bounce back occurs due to exceeding space of images or contents.

7. Reducing the number of server hops: This may help to reduce the bounce back rates as a result of too many servershoping.

8. Repeated sending after intervals may allow the recipient to finally come across your mails in case of autoresponders. Autoresponders sometimes do not allow the recipient to come across the mails. Once this autoresponder is switched off, the recipients will get email notifications. Thus, it is important to keep on sending in intervals.

9. Having the customers sign up themselves may provide you with correct mail addresses and avoid bounce back. Maintaining a subscription centre will help to incorporate genuinely interested customers. This will help you to focus solely on them with your marketing strategies.

10. Double Opt-ins:Maintaining a subscription centre may rule out the uninterested customers once they hit the unsubscribe button. Subscribers will get confirmation email upon clicking the subscribe button which will compel them to sign up to the mailing list. Double-opts should be used by those companies who have complaints in the past or for those who are not only focussed on audience growth.

11. Good content: Using interesting and relevant tag lines in mail subjects may compel the customers to entertain the mails. A good content needs to be maintained that can attract customers. It should be on point and catchy.

12. Continuous showing up: Maintaining and continuous working on the list of the mail addresses may validate them and help you to focus on target customers. People will start anticipating mails and this also helps to clean the list of email ids.

13. Avoid spam emails: Certain terms and phrases can make your email spam. For example, phrases like Free Money, win now, Cash Bonus, etc can be recognized by email providers and these can be subjected to fall under the spam section.

14. Segmenting: Grouping the most active subscribers may help you to retarget the less active subscribers. Further, more emails can be sent to the more active subscribers in order to engage them more in your marketing.

15. Not using a free domain: Using a self-domain legitimizes your business which is likely to not get spammed. A professional domain should be used before email marketing. This boosts the sender’s reputation as well and reduces the number of email bounces.


Sales and marketing require different strategies. One of the most common marketing strategies now a days is email marketing. It takes a great deal of effort in getting successful response. One must target the correct audience in order to prosper. In order to get success, one needs to keep in mind about the risks of high email bounce rates which mostly takes place due to common reasons like wrong email addresses, invalid domain name, bad IP reputation, email server and spammy content. These points should be kept in mind to overcome the bounce backs and gain a successful email marketing platform.

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