Glossary term
Bounce rate
Bounce rate is the share of emails that fail to deliver. Hard bounces are permanent, such as a bad address; soft bounces are temporary, such as a full mailbox. A high bounce rate signals a poor list and hurts sender reputation.
Keep it low
Verifying addresses before sending keeps bounce rate down. Mailbox providers read high bounces as a sign of spammy, unmaintained lists.
List quality first
Bounce rate is a data-quality problem. Enrichment and verification upstream matter more than anything in the email itself.
See how bounce rate works in a real outbound system.
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