Metrics
Bounce Rate
The percentage of sent emails that could not be delivered. Calculated as (bounced emails / sent emails) × 100.
Definition
Bounce rate is the percentage of sent emails that could not be delivered. It's calculated as (number of bounced emails ÷ number of emails sent) × 100. A healthy bounce rate should be under 2%, with anything above 5% considered problematic. High bounce rates damage sender reputation, can trigger spam filters, and may result in account suspension by email service providers.
Examples
1,000 emails sent, 15 bounced = 1.5% bounce rate (acceptable)1,000 emails sent, 80 bounced = 8% bounce rate (problematic)
Pro Tip
Verify email addresses before sending to maintain bounce rates under 2%. New lists should always be verified.