Email bounce rate

Video, social media, influencers: nowadays, marketers use trendy ways to reach their target audience. But they should never overlook the power of email marketing, and in fact, emails generate on average 42$ for each dollar spent. To achieve those results, emails do need to reach the sender and therefore optimize the email bounce rate. Here’s everything you need to know about this email delivery metric.


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What is email bounce rate?

Email Bounce Rate is the percentage of emails that have not successfully reached intended recipients.

There are three types of email bounces:

  • hard bounces: generally comes from invalid email addresses
  • pending / soft bounces: generally indicate technical issues with either the sender’s or recipient’s email server.
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How to calculate email bounce rate

The bounce rate is calculated by taking the total number of emails that bounced and dividing that by the number of emails sent. To get your rate, you will multiply by 100.

For example, if you send 20 000 emails addressed and receive 200 bounce back, your email bounce rate is 1%, which is an acceptable bounce rate.

Email bounce rate formula 

Email bounce rate : (total bounced emails / total attempted emails) X 100

What is a good email bounce rate?

A 2020 Email Marketing benchmark study by Campaign Monitor reported that the average email bounce rate across industries is 0.7%. A low bounce rate can translate into an active contact list, you stay out of spam filters, and always hit the recipient’s mail server. Bonus points if you have a great email open rate!

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What is a bad email bounce rate?

With a high bounce rate, about 2% or higher, you might want to check deeper. Optimization can include creating more engaging subject lines and email messages or using an automation paid or free email tool to send more email campaigns over a certain period of time.

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Email bounce rate KPI examples & templates

Your bounce rate report can be added to our email report template :

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Email report template Email report template

Our email marketing report template has everything you need to get started quickly: it’s pre-built with the standard KPIs you need, and it’s fully customizable so that you can visualize the data you want, the way you want. Track metrics like open rates, unsubscribe rates, click-through rate, and deliverability rate.

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Email bounce rate best practices

To keep that email bounce rate as low as possible, here are a few best practices to keep in mind :

Bounce rate best practices

step 1 icon Clean up your lists

When you have a high email bounce rate, many emails never reach the recipients. You can considerably optimize your email deliverability when you spring-clean your email lists. You can remove inactive subscribers and activate address verification for your next subscribers. This way, you will make sure the email addresses you have been active, and they will receive your following emails. You also drastically improve your chances of not finding yourself in the spam folder.

step 2 icon Use double opt-ins

Sending a confirmation email to a recipient and using double opt-ins will ensure the address is working correctly. This email verification can make a difference because it prevents robots and spammy emails from subscribing. You make sure you have only valid email addresses in your new subscriber list. You might also want to optimize your signup forms alongside email authentication to prevent spammy email addresses.

step 3 icon Use a reputable email provider

Email sender reputation is more important than you know. If you keep sending email marketing campaigns from your Gmail or Yahoo email accounts, you might find yourself being flagged for spam or blacklist. Look into using a professional email address and send email campaigns from Mailchimp or Campaign Monitor tools. Email service providers (ESP) are usually pretty cheap and offer tons of resources to get the best out of your email marketing strategy. You can also authenticate your emails with SPF, dmarc, and DKIM records, which help protect your email domain and being flagged as spam.

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