Linux Systems Engineer
The bounce back level in an email indicates the overall condition of your database list. A high bounce rate indicates that your email list contains several invalid addresses. These addresses will never receive your email. More importantly, the high number of bounce back emails will affect the sender's reputation, and make the email service provider limit your ability to send messages.
So, it can be said that bounce back emails are messages in an email campaign that cannot be sent. The bounce rate is calculated by dividing the number of emails that bounce back against the number of emails that were sent successfully. The results are expressed as a percentage.
What is the cause of bounce back emails?
Bounce can occur "hard" (hard) or "soft" (soft). Hard bounces occur when sending is made to invalid e-mail addresses, while soft bounces occur when e-mail servers encounter temporary issues, such as inboxes that have reached capacity.
In the case of a soft bounce, sending will be made several times. Generally, soft bounce problems can be resolved and delivery is successful. However, when the soft bounce cannot be overcome, the status changes to hard bounce. It is important to remember that only hard bounces count towards bounce rate statistics at the end of a campaign.
What is the healthy rate in bounce back?
Actually, bounce back emails are a natural part of sending emails. A research conducted by MailerMailer shows that mailing at least once a day can produce an average bounce of 0.3%. On the other hand, mailing that is done only once a month actually results in an average bounce back of up to 3.8%.
MailerMailer also measures bounce rates in 33 different business fields. The fields with the highest bounce back rates are science and biotechnology (3.9%), IT services (2.3%), healthcare (2.2%), and legal services (2.2%). Meanwhile, the fields that had the lowest bounce back rates were deals and coupons (0.2%); computers, electronics, and software (0.4%); leisure, travel, and tourism (0.5%); marketing, advertising, and PR (0.5%); sports, fitness, and recreation (0.5%); and government and politics (0.5%).
What can be done to improve this?
1. Gunakan proses double opt-in
By using a double opt-in list, people who have signed up to receive email through your form will be asked to confirm their interest in the email. Although it looks more complicated, but this method has been proven to be able to reduce the bounce back rate. Later, the double opt-in list process will get rid of invalid e-mail addresses, including those with typo.
2. Conduct regular delivery
Based on research from MailerMailer mentioned above, mailing that is done routinely tends to have a lower bounce back. An active list means sending emails at least once a month. If you haven't used the list in a while, it's likely that some of the email addresses in it are no longer used. So, to keep the bounce back level within the minimum limit, routinely send emails to your database.
3. Include the option to unsubscribe
Giving options to unsubscribe or update email addresses will prevent a bounce back even before it happens. For example, let's say a list member signs up with one email address but decides to replace it with another address. He can easily update their email address in the preferences section. The person will not feel "restrained" because they cannot "break away" from the email messages they receive.
Now is the right time to check the bounce back email and make improvements if the results obtained are not in accordance with your expectations. Even though it seems "old school" when compared to social media, e-mail can still be quite effective in running digital marketing campaigns.