Email Marketing: Hard Bounce Rate

Metric Details & Benchmarking Report Download

KPI Benchmarks : Email Marketing: Hard Bounce Rate

  • Benchmark Range
  • Benchmark Average 2.8%
  • Benchmark Sample Size (n) 68

* Is High or Low Best: Lower is Better


KPI Details : Email Marketing: Hard Bounce Rate

Email Marketing: Hard Bounce Rate measures the number of emails sent during an email campaign that are not deliverable due to a hard bounce (such an event results from fake or disabled email addresses or domains, email address blocked by server, etc.) in relation to the total number of emails sent during that campaign. A relatively high value for this metric is typically related to a few common factors, including email lists that are not up-to-date (i.e., the email or email provider no longer exists), inefficient purging of email lists of fake emails or domains, high rates of data entry errors (i.e., misspellings due to employee or end user error), high rates of unsubscriptions from customers, and recipient email servers that are not accepting emails from the company or anyone else. Each of these factors taken together can result in a decreased reputation with the receiver (this can cause the receiver to refuse service with the company) as well as poor overall reach and conversion rates.

KPI Best Practices : Email Marketing: Hard Bounce Rate

  • Update e-mail lists on a frequent basis to remove invalid e-mail addresses
  • Use confirmation e-mails for users that subscribe to a campaign to validate their e-mail address
  • Send e-mails to your campaign list regularly to verify active e-mail addresses and weed out bad ones

KPI Calculation Instructions Email Marketing: Hard Bounce Rate?

Two values are used to calculate this KPI: (1) the number of emails sent during an email campaign that are not deliverable due to a hard bounce, and (2) the total number of emails sent out to customers or subscribers during that campaign. Consider a hard bounce to be any email message that has been permanently rejected (this may be due to fake emails or domains, emails that are no longer in existence, rejections by the customer server, etc.). Only include emails that are successfully delivered (i.e., emails that do not "bounce") in the denominator.

KPI Formula :

(Number of Emails Not Deliverable / Total Number of Emails Sent) * 100

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