Bounced emails negatively impact both your sender reputation and Mailjet’s platform reputation. It is crucial to keep your bounce rate low—ideally as close to 0% as possible.
What is a bounced email?
A ‘bounced’ email refers to an email that cannot be delivered to the recipient and returns with an error message. Common reasons for bounces include changes in jobs or ISPs, closed or abandoned email accounts, and invalid addresses. For more information on ‘bounced’ and ‘blocked’ emails, see our Email Statuses guide.
How to reduce your bounce rate
Maintaining a low bounce rate is essential for successful email campaigns. Here are some best practices to achieve this goal:
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Send emails regularly
Sending emails at least once per month helps keep your contact lists updated, maintains recipient engagement, and minimizes bounces. As outlined in our Acceptable Use Policy, your bounce rate should remain below 5%. -
Clean and update your contact lists
Using outdated or stale contact lists increases the likelihood of bounces. Regularly clean your lists to ensure they contain only active and engaged contacts. If your bounce rate exceeds 5%, your account may be temporarily suspended. -
Use a double opt-in process
A double opt-in process (also known as confirmed opt-in) ensures only valid and intentional sign-ups make it to your list. This step prevents mistyped or fake email addresses from being added.