What is the Email Bounce Rate?

Email bounce rate: The rate at which an email cannot be delivered to a recipient’s inbox. A high bounce rate generally means your lists are out-of-date or purchased or include many invalid email addresses. Not all bounces are bad in email, so it’s important to distinguish between hard and soft bounces before taking an email address off your list. (Learn about hard and soft bounces here.)


Suppose you send out an email campaign to 500 subscribers. Out of those 500 emails sent, 50 bounce back undelivered.

To calculate the email bounce rate:

Bounce Rate = (Number of Bounced Emails / Total Emails Sent) * 100
Bounce Rate = (50 / 500) * 100
Bounce Rate = 10%

So, in this example, the email bounce rate is 10%.

A high bounce rate indicates potential issues with your email list quality or sending practices, which can negatively impact your email deliverability and sender reputation. To ensure that your messages reach your audience effectively, it’s essential to regularly monitor and manage your bounce rate by maintaining a clean email list, removing invalid addresses, and following best practices for email marketing.

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