Email bounce rate
What is email bounce rate?
Email bounce rate is the percentage of emails that were returned as undeliverable. Hard bounces are permanent (the address does not exist); soft bounces are temporary (a full mailbox, a server issue).
Mailbox providers watch bounce rates. A high rate suggests an old or bought list and can harm deliverability.
Why email bounce rate matters
Keeping bounces low protects your sender reputation. Remove hard bounces immediately and verify lists before sending.
Related marketing terms
Email verification checks whether an address exists and can receive mail before you send, so fewer emails bounce and your reputation stays healthy.
Email deliverability is how reliably your emails reach the inbox rather than spam, shaped by authentication, reputation and content.
Spam traps are email addresses used to catch senders with poor list practices. Hitting them can damage your domain’s sending reputation.
Buying email listsGrey hat
Buying email lists means purchasing contact data from a vendor to email people who never heard of you. It is legal in places and risky everywhere.