Ways To Minimize Your Email Bounce Rate

How to Decrease The Bounce Rate On Your Site

Set realistic expectations.

When it comes to your bounce rate, it’s important to set the right expectations. As mentioned in the infographic, look at your historical data as a baseline for how your website has performed in the past.

Then, compare it to the average for your industry and platform.

Let’s say your company is a B2B brand with an average bounce rate of 56%. As seen in the previous section, the average bounce rate across industries is 47%, so you might say yours is really high.

However, the data also shows that bounce rates are much higher for B2B industries, at 75%. So, at 56%, your company is actually doing quite well. While this doesn’t mean you should stop your efforts at reducing the bounce rate, it’s important to know how you stack up against benchmarks.

In this case, where you’re only in competition with yourself, it’s time to rely on historical data to guide your strategy.

Source: blog.hubspot.com

Ensure emails aren’t spammy.

Marketing emails should be thoughtful and captivating, not obnoxious and aggressive. Spam accounts for 53% of emails sent around the world, and email service providers have taken steps to reduce the barrage of fake inheritance letters and weight loss pill advertisements flooding inboxes every day. This could mean your useful company newsletter gets flagged, even if it’s not technically spam.

Follow these tips to break past spam filters:

Triple-check for broken images and other formatting problems.

Avoid copy commonly used in spam, such as “100% satisfied,” “free” and “act now!”

Include business information such as your company’s address and phone number in the email footer.

Use sentence case and contacts’ first names in subject lines to appear less imposing.

Source: business.com

Your domain or IP’s reputation is poor.

Most email services actively monitor both domains and IP addresses to calculate their subjective email sending reputation. If your domain or IP address has historically sent questionable emails, or if it’s been flagged as spam too many times, it could be rejected by certain email servers. These settings can be customized, so an IP/domain reputation problem won’t necessarily result in all your emails being bounced.

Source: emailanalytics.com

Clean Your Subscriber List

Even if all the email addresses were acquired through legal means, you’ll probably start getting bounce notifications after a few months. This phenomenon, called “database decay”, is a normal part of the marketing industry and happens for reasons beyond control.

These reasons include:

People leaving their jobs: Many people use their company email addresses to sign up for your marketing emails. When they leave their jobs, their inboxes become inactive and are gradually deleted.

Domains being renamed or deleted: Companies close down, get acquired by other companies, or rename themselves. The same can also happen to their email domains.

Voluntary deactivation: People can delete their email accounts voluntarily. They may also stop using an old email address altogether and let it go past its storage limit. Either of the two will result in bouncing emails.

There is nothing you can do to prevent database decay.

You can clean up your email database to ensure that it only has active email addresses. You may use an email verification tool or list cleaning software for the best results. There are plenty of great email verification tools. One of the market leaders is ZeroBounce, but there are plenty of alternatives such as BriteVerify or Bouncer

For other pieces of advice on how to run effective email campaigns, check out this guide about email marketing best practices.

Source: cloudways.com

Re-engage the “sleepers”

Although we want to, we can’t please them all, and some of your recipients won’t open your email. But don’t give up on them too easily. Sort out the email addresses that haven’t been active for some time and put them in a re-engagement campaign. According to Smartinsights, 45% of recipients that receive a re-activation email read it. If you succeed in piquing their interest and they confirm that they still want to receive emails from you, go ahead and add them back to the email list in question. Are they still”sleepers” after your tries? Then you can be quite confident that they’re not potential customers or leads of yours at this moment.

Avoid using a purchased email list.

Don’t even think about it. Using a purchased list is a surefire way to see a surge in bounced emails.

The contacts on a purchased list did not give you permission to send to them, so they might mark your emails as spam. If you receive too many spam complaints, that domain might block your emails for everyone.

You also risk violating CAN-SPAM laws by using purchased lists by sending to contacts who didn’t opt in. This could cause your emails to get blacklisted, which would have an immediate impact on your open, click-through, and conversion rates. Getting your IP off of the blacklist can be a frustrating process and may take some time. You could also face heavy fines—up to $41,000 per email that you sent.

Plus, most email software won’t allow you to send to purchased lists anyway, so you’re really just wasting your time and money.

Source: content.myemma.com