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Home > Digital Marketing Blog > Tips to Reduce Bounce Rate - A Must Know for Email Marketers

Tips to Reduce Bounce Rate - A Must Know for Email Marketers

Tips to Reduce Bounce Rate - a Must Know for Email Marketers
July 3, 2019

Tips to Reduce Bounce Rate - A Must Know for Email Marketers

Jul 03, 2019
Maria Victoria MacAraig

Maria has been writing articles for 5 years. She specializes in business and marketing. On her free time she loves to read and write about her travel experiences. You can find her doing this by the beach.


There isn’t a single website that hasn’t experienced what a bounce rate feels like. Especially a high one. It’s like entering a store, glancing at a few products and leaving. We’ve all done that, haven’t we?

The truth is even the most popular bloggers and companies in the world suffer from a high bounce rate from time to time. Lucky for them, they have a strong team of marketers who are able to make certain changes to their website to maintain a relatively low site abandonment.

But bounce rate can also relate to email marketing. Are you an email marketer yourself? Here’s what you need to know about a bounce rate and how to reduce it so that you actually get a chance to convert those visitors to subscribers or clients.

What’s a Bounce Rate vs. Bounce Rate in Email Marketing?

A bounce rate is an indicator that there’s something wrong with your website. A visitor enters your page, may even scroll down a little and then leaves without accessing other pages on the same domain. It is expressed as a percentage and the higher the number is, the lower your chances of converting those visitors.

Perhaps they didn’t find anything interesting on your website, or the page is difficult to navigate. There can be various reasons for a high bounce rate but one thing is certain - you haven’t been able to persuade them to stay and engage. But what happens when you experience a high bounce rate from your email marketing campaigns?

As a brand, you probably have a list of email addresses and you use it to send out special offers, newsletters, and for other marketing reasons. Sometimes, however, the recipients never get your message because it was returned. It bounced back. An email bounce rate measures the percentage of subscribers whose email servers rejected the message for some reason.

There are two types of email bounce: soft and hard, sometimes called temporary and permanent. Soft bounces can be caused by the recipients' full inbox, server’s downtime or too big size of the message. Hard bounces, on the other hand, will never be delivered usually due to an invalid email address, domain or the inbox not being active any longer.

A small number of bounces is totally acceptable and you can never expect a bounce rate of 0%. There is even a notion of a good bounce rate. Let’s have a look at it.

What’s a Good Bounce Rate?

It is estimated that a bounce rate of less than 2% is considered good despite the industry. Of course, the number of hard bounces should be always lower as they are the ones that harm your business the most. If you’re seeing a bounce rate of more than 2%, you should focus on redesigning your marketing efforts.

You need to be aware of your email deliverability in order to launch well-targeted campaigns that convert subscribers into clients. If your email bounce rates have been really high for several months or longer, you may face serious consequences such as bad reputation or even blacklisting.

How to Lower Your Email Bounce Rate for Good?

Reducing email bounce rate is crucial for better conversion. Fortunately, there are several ways how marketers can do that and it all comes to this.

VERIFY YOUR LIST

How often do you verify your subscribers’ list? We bet it’s either been a while, or you haven’t done that at all. Byteplant suggests monitoring the bounce rate and checking the list from time to time keep it clean and full of engaged customers. You have to immediately remove all the undeliverable addresses before you even launch another campaign, otherwise, your hard bounces will keep increasing. We strongly advise you to use a third-party email verification service to help you with this step.

AUTHENTICATE

This is perhaps one of the most important measures to be taken. If your email is not marked safe, it will most likely bounce back to you or end up in a spam folder. It’s quite common for servers to do so when they’re not able to verify the legitimacy of your messages. After all, you want the emails to be delivered to your subscribers’ inboxes. This article explains how you can authenticate your email address in great detail.

PREFERENCE CENTER

Give your subscribers a choice of what kind of emails they want to receive. There’s nothing more annoying than getting several newsletters from the same brand every day. These people are likely to unsubscribe if they don’t wish to be “spammed”. Always include a link to a preference center in your emails so that each of your subscribers can modify the content and frequency of received messages.

USE OPT-IN

This option is beneficial for both you and your subscribers. If you make people activate their subscription by confirming their choice via email, you will probably get an engaged customer. This action will also reduce the number of invalid email addresses since there will be no one to confirm opting-in. The result? Clean list of subscribers and lower bounce rate.

FREQUENCY

In order to maintain a good virtual relationship with your clients, you need to reach out to them. The question is How often? All new customers should be greeted with a welcome email. It’s crucial to establish bonds at the very beginning. When it comes to frequency, there isn’t one solution. One thing is certain though - contacting them once a month won’t get you anywhere. Consider creating a regular schedule and send emails on such basis to prevent bounces in the future.

CONTENT

Your emails cannot look like spam! Or be too big for that matter. Keep your template up to date to avoid being marked “spam”. Create an interesting headline, informative and pleasant to read content, top it up with attractive visuals and voila. Don’t forget about mobile devices - the message needs to display well on smaller screens as well.

MONITOR

Last but not least (which is pretty obvious actually) - monitor and adjust. Keep track of your email campaigns performance to prevent high bounce rates. If you leave things as they are, you are allowing all the existing issues to evolve and hurt your business even more. Early detected mistakes can be easily tweaked so never forget to monitor your marketing efforts.

Conclusion

Email deliverability depends on various factors and you should be prepared for inevitable - bounce rate. The good news is it’s perfectly normal. People change their email addresses so some messages will not be delivered. However, if you experience more complex problems and your bounce rate is above 2%, it’s high time you do something about it. Use our tips to reduce it and enjoy bigger conversion in no time.

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