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Why is your email bounce rate increasing?

11.12.2012

email bounce back

Every time you send out an email campaign you would like that your message would reach to as many people in your list as possible. The aim of the marketers is to increase the open rate of the newsletter and to convert as many viewers into customers as possible. 

Checking the statistics after a campaign is very important, since it tells you a lot about your campaign and tells you what you have to change. Bounce rate or email rejections is one of the most important information you can get from the statistics and it the data gathered can be used for deliverability intelligence. It’s important to follow your bounce rate because it can negatively impact your sender reputation. 
 
 
Here is a list of some reasons why your bounce rate might be increasing:
 

1. Mailing frequency

Mailing frequency has an inverse relationship with bounce rate, the fewer times you send out emails the higher the bounce rate is. So those who send out emails enable that their list would be up-to-date.

2. List size

According to Mailer Mailer larger lists experience lower bounce rate, so the bigger your list the less emails will get rejected.  

3. IP blocks 

Mailbox providers as Gmail or Hotmail might increase your bounce rate by blocking your IP because of your bad reputation.  In case many people mark your emails as spam this is a common method used to stop emails from certain IPs. Usually the providers have guidelines on how to remove these blocks. 

4. Sending to a wrong list

It can happen also unintentionally that you simply send out the newsletter to the wrong people, by selecting a wrong email list, for example sending out an Estonian newsletter to an English speaking list. This can lead to many complaints and unsubscribes.  

5. Getting blacklisted

Sometimes mailbox providers use third party blacklists to help filter emails. According to ReturnPath these can be found in the error codes on the postmaster’s site.  Some of the bounces provide link where you can apply for delisting and before sending out a new campaign make sure that you made the changes required not to get listed again. 

6. Mailbox providers fault

If you notice a large increase in your bounce back it can be because of mailbox providers since they have to make changes from time to time to adapt because of the attacks from spammers. Because of this the threshold of bounces and blocks can change. Additionally they also have some unplanned problems (DNS record or returning an incorrect bounce code), but it’s the least possible, but It can happen.  

7. Mailing timer

Sometimes mailbox providers can slow you down your messages so they can come back as bounce back emails. When this happens there is a risk of timing, because of your settings so we suggest you to check your SMTP settings and monitor your reputation.
 
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