Causes of High Bounce Rates

If you see a high bounce rate in your campaign report, there are several reasons why this may be happening. In this article, you'll learn about some common causes of high bounce rates.

Your List Import Had Errors

Sometimes, .CSV files need to be checked for formatting errors before you import and can cram extra information into important fields in your list, like the email address field. To check if there were formatting errors on your list import, navigate to the Lists page in your account and click the name of the list to view its subscribers and determine if you see anything out of place or any extra information crammed into the email address field.

You're Using a Free Email Service as Your From Email Address

In an effort to stop fraudulent emails, certain email providers have changed their DMARC policies. If you're using a free email service like Yahoo or Gmail for your From email address, it will fail DMARC authentication, causing emails sent to receiving servers that check for DMARC to bounce. We strongly recommend an email address from a private domain like the one you use for work or your website.

Your List is Old

If you see high bounce rates and your list is relatively new or not regularly used, it may include stale or inactive addresses.

Stale addresses are either invalid or belong to subscribers who signed up for your list a long time ago and haven't been sent to regularly. If you think your list might include stale addresses, reconfirm your subscribers.

Inactive subscribers, however, may still be interested in your content, but don't actively click links or make purchases. We recommend that you send a re-engagement campaign to spark your inactive subscribers' interest. For example, you could segment your list based on e-commerce activity and send a promotional offer to subscribers who haven't made a purchase in the past year. Then, you'd monitor the results of that campaign and decide whether to remove the subscribers who remain inactive.

Your List Contains Bad Data

If your list is brand new, and already showing high bounce rates, it may be a problem with where the list came from or how it was compiled. Take some time to determine if your list is okay to use.

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