There’s no meaning of putting efforts in doing something if that doesn’t deliver any outcome. We all experience disappointment at some point may it be in our relationships, our expensive clothes that we don’t like anymore, and unfortunately in email marketing. In email marketing campaigns, disappointment comes in the form of email bounce rate.
There is no point of carrying out an email marketing campaign if your emails bounce back to you as undeliverable. Even the most amazing email campaigns won’t be a success if the bounce rate is high. The aesthetic design, the creative content and the enticing call to action will not work if your emails are not delivered to the target audience. So, in order to get some result from all the efforts, you need to reduce bounce rate of your emails.
What is email bounce rate?
If you have an email marketing campaign (you should), you might be aware of the term “bounce rate”. If not, bounces are the emails that don’t reach to its destination. Bounces can be hard or soft. Hard is when the email is sent to a wrong email address and soft is when the email undeliverable due to some temporary issue such as full inbox. The majority of mailer services will try several times to deliver a soft bounce, but if that fails and the email is never delivered, it becomes a hard bounce.
Bounce Rate is the percentage of emails that bounced back, labeled as undeliverable in your email marketing campaign.
Maintain a clean list
Cleaning your contact list after a regular interval can be effective to reduce bounce rate. You need to verify the list of contacts by keeping an eye for incorrect addresses and spellings that are not formatted properly. For instance, if you have an email address in the list that someone tried to use without even using the ‘@’ symbol, then get rid of it. There is various software to manage email campaigns, which can automatically get rid of such email addresses. But it’s always advisable to keep a human eye to monitor the things.
Check the spam blacklists and database on a regular basis to make sure that you or your email provider has not been added to the list. If your email is added to the blacklist, you will not receive a bounce message even when the message is not delivered.
Include account management links in the email
You can also rely on account management links at the bottom of your emails, which allow the customers to update their information at their convenience, saving you some efforts. If you already have a unsubscribe link at the bottom, it is good to have a more positive link between account management near it.
Test emails before sending them
This is more of a common sense to test your emails before you send them out to the whole mailing list. But, instead of sending an email to yourself or your team members, you can send a test to all the major email servers. For instance: You can send a test email to Outlook, Gmail, and other prominent email companies. If any of these emails ends up in the spam folder, you can check why this might be the case.