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Top reasons of Email bounce and control measures

by | Mar 6, 2023 | Email Marketing | 4 comments

Email bounce is the rejection of an email message from a recipient’s mail server, and the email returns to the original sender. When your email message fails to deliver to a subscribers’ email address, it is termed as email bounce. 

Even senders receive a notification about the rejection of the email. Well, sometimes bounced email is beyond your control. At a certain period, it happens due to the wrong email process setup and troubleshooting internet service providers. 

Email Marketing

Let me reveal a secret……

Some email bounces are caused due to the mistakes of email marketers. 

Well, email bounce rate is commonly used in the email marketing industry. And email marketing metrics work a little differently when it comes to an acceptable bounce rate. 

According to the latest sources, around 31 billion emails bounce every day.  

Emails have been a time-honored way to communicate with people professionally and personally. Around 77% of audiences prefer emails for communication over other marketing channels.

Whereas 31 billion email messages fail to reach the recipients’ inboxes, and the marketer’s hard work goes in vain.   

You will get the percentage of bounce back email and receive a notification of the email status.  

Are you aware of a fantastic fact about email marketing?

If you are growing your business, then you need to build an email list to nurture the qualified prospects and email marketing depends on the high deliverability. Email marketing has the highest number of ROI as compared to other marketing campaigns.

So, marketers send numerous email newsletters to subscribers and customers to achieve the marketing goals. 

If email campaigns have a high bounce rate, then email deliverability harms the success rate.  

In the end, marketers get disheartened after viewing the email bounce rate. So, they need to analyze the bounce type for searching out the loopholes.  

To make your email campaigns successful, you need to figure out why the email isn’t delivered. Simultaneously, you can minimize the bounce rate and stop struggling to increase your open inbox rate. 

Even, you can improve the email signups and maintain a clean and legitimate subscribers’ database.  

Are you aware of the different categories of email bounce?

Email Bounce Back

Then, let’s dig out different types of email bounce. 

Here are two different types of email bounce:

  • Soft Bounce: Soft bounce highlights a temporary issue with the recipient’s email address and delays the message’s delivery, popularly known as temporary bounce. In the soft bounce, email addresses are valid, but recipients’ mailboxes are full.

    Even the recipients’ email server is offline, and email messages are large, so there is a delay in delivering the email message. 
  • Hard Bounce: Hard bounce indicates an email message’s permanent failure to enter into the recipients’ mailboxes. Marketers can remove the hard bounce email addresses from the database to prevent themselves from sending any message to the recipients’.

    The reasons behind hard email bounces are invalid email addresses, spam looking content, and blacklisted IP addresses.
Rejected email

Meanwhile, a bounce summary report lists down the email addresses, and the email message is used to clarify the soft and hard bounce. You can clean up those bounced email addresses if necessary. 

Email bounce is the most frustrating aspect of email marketing, so you need to help the email reach the recipient’s inboxes.

Reasons for generating bounced email 

You are confident with your email newsletter and feel you have done everything perfectly. Once you check the email report, find a lot of bounced emails and feel disheartened. It will help if you view the factors that generate bounced emails.

Even you can figure out the reasons before fixing the bounced back email. Ensure to spend some time analyzing the reasons behind low email deliverability. 

Here are the top five reasons for the bounced back email:

  1. Invalid email address: You need to avoid using a single-opt in the email process for collecting the wrong email addresses. It is one of the main reasons for generating a chunk of email bounces across the email marketing industry.

    In addition to that, you will end up collecting incorrect email addresses in your subscribers’ database. 

Even some subscribers can intentionally enter their invalid email addresses to avoid the email newsletters from your end. It would be helpful if you make sure to keep away your relevant content from behind the email signup wall. Few visitors use temporary email addresses to sign up for reading that piece of content. In some instances, subscribers use their official email addresses, and it gets deleted once they leave the company.  

2) Prevent spam filtering: Nowadays, most of the users are using Gmail, yahoo, and outlook. All these service providers have incorporated artificial intelligence and machine learning algorithms for spam recognition. 

Are you shocked to see this new system? 

Machine learning algorithms create new rules where human intervention is unnecessary. If your IP reputation does not meet the standard, the algorithms will automatically reject and block your emails. Ultimately, your email newsletters will reach the spam folders.  

3) Subscribers’ Full Inbox: Some recipients’ inboxes have limited email space and exceed the size limit. So, those subscribers don’t receive the email newsletters. Eventually, they need to clear out the mailbox to receive more emails.

Subscribers with company email addresses have limited inbox space to receive more emails. Employees using Zoho, Office 365, Gsuite enjoy the facility of unlimited email space.  

When this situation happens, subscribers’ set a temporary error condition and incoming messages start bouncing back to the sender’s mail server. 

Inbox rate by EasySendy

4) IP address blacklisted: While sending email newsletters, marketers need to be careful so that Google doesn’t consider their IP address under a bad reputation.

You need to maintain the reputation of your IP address. Although, you can share the IP reputation between multiple users of a bulk email service. 

Email senders will sustain their domain reputation when their IP address will be share between multiple users. In the end, you need to choose the right email service provider to secure the reputation of your IP address.  

5) Incomplete DNS verification: As a marketer, you have to verify your emails with DKIM, SPF, and DNS records for following the authentication process. This process helps to assure that your email newsletters have passed through an authorized mail server. 

It is available to protect the email receivers from spammers and viruses and they feel secure to receive emails from right domain owners.  

How to control bounced email? 

Suppose you are struggling to manage and reduce email bounce. Start setting yourself as an acceptable sender with ISPs.

Let’s start with some essential steps that can help improve the back bounce rate. First, you need to analyze the methods of collecting email addresses, send them a confirmation email to verify their address.

This process would ensure that your mailing address contains authentic email users. So, you need to avoid sending emails to those visitors who have not given permission.

Ensure to maintain relevant subscribers’ list and remove irrelevant subscribers. Keep updating your email list in six months and provide the option to unsubscribe for inactive recipients.

You should make sure to create quality emails to grab the subscribers’ attention and don’t include spam-like words in your content. 

⭐What are the top reasons for email bounce?

The most common reasons for email bounce are an invalid address, the mailbox being full, the domain does not exist, and the email has been blocked by the recipient’s server.

⭐How can I control email bounce?

You can control email bounce by verifying the accuracy of the email address, limiting the number of emails sent to a single address, and using an email service provider with built-in bounce management features.

⭐What are the benefits of using an EasySendy email service provider?

An email service provider can provide features such as automated bounce handling, improved deliverability rates, and enhanced analytics. This can help to reduce the number of bounced emails and improve the overall effectiveness of your email campaigns.


  1. Erin

    Most email marketers are grappling with driving higher conversion rates from email marketing campaigns. After reading this article, I understood the reasons behind the loopholes for email bounce rates. Even the writer has explained the control measures for maximizing the open and click-through rates.

  2. Adam Joyce

    I’m glad that you have written this piece of content, and now, I understood the reasons for email bounce rates.

  3. Gerald Frances

    Spot on! Thanks for sharing the different reasons for email bounce and how we can control it. I will implement these tricks to reduce bounce rates.

  4. Ethan Megan

    Hey, thanks for sharing the top reasons for email bounce rates and ways to control the bounced emails. Thanks for updating a valuable and fantastic article which most of the marketers face challenges.


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