The Effects of High Bounce Rates on a Sender’s Reputation and What to Do About Them
Having your email seen by the person you want to read it is essential. Several aspects influence the achievement of one’s email marketing goals. Message titles, body text, and visuals all need to be taken into account. The day, week, and month of the year also have a role. Segmentation, personalization, automation, email deliverability, and probably most crucially, email bounce rate are all factors to consider.
Here are two correct assertions and one falsehood about email bounce rates; the falsehood should be easy to recognize. But before we get into it, let’s discuss bounce rates and how they impact a sender’s credibility.
What are the best ways to verify your domain’s sender status?
Multiple groups keep tabs on the messages you transmit. Some people retain a permanent blacklist of disreputable senders. Both are taken into consideration by email servers when deciding whether or not to accept an incoming message.
1. Your sender’s reputation will suffer if you repeatedly send emails to the wrong addresses.
The percentage of emails successfully sent and received in your email sending platform may lead you to believe that “Hey, 80% of my emails were delivered!” That’s excellent! I’ll leave it at that. However, if your email bounce rate exceeds 20%, your ESP may suspend your account, and your reputation may take a hit.
A blacklisting might occur if your sender’s reputation becomes too low. Plus, in an abundance of caution, servers and filters will begin to reject your messages based on the feedback they have received about your sender’s reputation. More and more emails bounce back because you sent them to incorrect addresses.
This outcome is avoidable, and you can do this by following some simple procedures. It’s important to check email addresses for validity before sending and to keep your marketing database current. Take advantage of a cheap email validation service like Email Oversight, which regularly checks and updates your email database.
2. The emails you get from online forms you fill out organically are the most reliable.
Surely you must agree that this makes sense. A genuine email address is more likely to be provided by someone who wants to obtain an ebook or chat with a salesperson.
What happens is this: Even if a site visitor is interested in purchasing your ebook, they probably won’t ask for it to be sent to them. Instead of checking to see whether their email address is confirmed, most sites send visitors to the asset or a download page. So, they enter something like “firstname.lastname@example.org” or “email@example.com” or any other fake email address. (Incorrect email addresses may contaminate your database without a double opt-in at the moment of capture.)
Web forms may be easily automated and abused by hackers and bots. Moreover, even the most genuine and honest online visitors might mistake and send an email with a typo.
Those that provide a genuine email address could only have it work for a limited period. Perhaps they will be gone by the time your next great campaign is ready to target them. A third possibility is that they get married, change their name, and the IT department forgets to update their email address.
Finally, information loses at least 30% of its value every year. In other words, an email address that is valid when submitted is of little use after that. You may avoid high bounce rates caused by data decay, and domains can be protected from blacklisting using real-time email verification technologies like Email Oversight.
3. The quality of your data is the most crucial aspect of any email marketing campaign.
People that send emails invest a lot of time and energy into the message’s design, style, and text. When it comes to email marketing, many marketers consider split testing the most crucial step. Unfortunately, that’s not the case.
Does the content or presentation of a package matter if it is misplaced or never delivered because of an error in the postal system? Nope. The same holds for email; the recipient must open the message before the words and images inside it can have an effect. An email that has been carefully written and prepared will reach its target inbox if the recipient’s email address is correct. Remember the first truth: sending incorrect emails will impact your capacity to send to proper email addresses. Including invalid email addresses in an email campaign increases the likelihood that your message will not be received by its intended recipients. All the time spent crafting the perfect subject line and strategically placing the buttons will have been in vain if the email is sent straight to the trash or, worse, is rejected outright. Click here to read more about this subject.