Bounce Rate Benchmarks
| Bounce Rate | Status | Action |
|---|---|---|
| <2% | Excellent | Maintain current practices |
| 2-3% | Acceptable | Monitor closely |
| 3-5% | Warning | Pause and investigate |
| >5% | Critical | Stop sending immediately |
Hard Bounces vs Soft Bounces
Hard bounces (permanent failures):
- Email address doesn't exist
- Domain doesn't exist
- Permanently blocked
Soft bounces (temporary failures):
- Mailbox full
- Server temporarily unavailable
- Message too large
Hard bounces damage reputation. Soft bounces are usually okay in small numbers.
What Causes High Bounce Rates
| Cause | How to Identify | Fix |
|---|---|---|
| Bad data source | Bounces across all domains | Better lead source |
| Old data | Previously valid emails fail | Re-verify before sending |
| Catch-all detection | Many bounces from similar domains | Use advanced verification |
| Purchased lists | Random pattern of bounces | Stop using purchased lists |
| Data entry errors | Typos, formatting issues | Validate input data |
The Catch-All Problem
About 40% of business email domains are "catch-all" - they accept any email address to the domain, even if the specific address doesn't exist.
Standard verification can't detect bad addresses on catch-all domains. They show as "valid" but bounce when you send.
Our solution: Proprietary verification that works on catch-all domains - we can verify 80% of addresses that competitors can't.
How to Fix High Bounces
Immediate steps:
- Pause all campaigns
- Analyze which email addresses bounced
- Look for patterns (domain, source, age of data)
- Remove all bounced addresses permanently
Prevention:
- Verify every email before sending
- Use verification that handles catch-all domains
- Re-verify lists older than 30 days
- Never use purchased lists without verification
Impact of Bounces on Reputation
| Bounce Rate | Impact on Sender Reputation |
|---|---|
| <2% | No impact |
| 2-3% | Minor negative signal |
| 3-5% | Noticeable reputation damage |
| >5% | Rapid reputation decline |
| >10% | Potential blacklisting |
Key Takeaway
Keep bounce rate under 3%. Verify every email address before sending. Use verification that actually works on catch-all domains.