In the digital marketing landscape, marketers choose email marketing as their powerful tool to reach their targeted audience directly. To reach their marketing goals and targets, marketers should focus on email bouncing rates. The high email bounce rates will affect the send reputation and the marketing email will be marked as spam.
This article will explore the most efficient strategies for reducing email bounce rates.
What is an email bounce back?
An email bounce back is an indication that the email sent from the sender does not reach the recipient’s inbox due to some issues. Once the email has not reached the recipient, the non-delivery report (NDR) will be sent to the sender with the detailed information of the email bounce-back. This bounce-back may occur due to several reasons such as the recipient’s inbox full, email address does not exist, server issues, poor sender reputation, flagged content in the email message, and spam complaints.
Email bounce-back can be of two categories: hand bounce and soft bounce. The hard bounce refers to the permanently unavailable email whereas the soft bounce refers to the temporarily unavailable email. Email marketers can check the bounce-back reports to identify the category to enhance their email campaign efficiency.
The hard bounce can be due to wrong email addresses, spam filters, and server misconfiguration. Whereas soft bounce can be due to the recipient’s inbox being full, a server is temporarily overloaded, low sender reputation, and the recipient may be using an autoresponder. This identification can help the marketers segment the bounce-back emails and can try soft bounce email addresses after a short break.
Strategies to reduce email bounce rates
- Double opt-in approach
Always prefer implementing a double opt-in method which helps you to minimize the email bounce rates. By using this method, marketers can ensure that the audience has an interest in subscribing to your emailing services. This will reduce the chances of your email being marked as spam. Since your email list will be composed of verified and interested audiences, it enhances the sender’s reputation and email deliverability.
- Regularly clean your email list
It is mandatory to monitor the delivery reports and regularly clean up your email lists to maintain your reputation. It includes removing inactive email addresses from your email list to enhance the success of your email campaigns. Maintaining a healthy email list helps marketers to enhance deliverability and sender reputation. The email service providers (ESP) will assess the quality of the email lists based on the deliverability and the engagement rate. This reduces the chances of being marked as spam. Additionally, send reconnection emails to the inactive email lists. This will enhance the chance of not missing the interested customers from your campaign list to increase the engagement rate.
- Use automation tools
Various email marketing automation tools are there to help marketers to enhance their marketing strategies. These email marketing tools integrate various tools and applications like email bounce checker that automates the monitoring process of bounce-backed emails. This makes the bounce-backed email segmentation an easy process. With this segmentation, marketers can clean their email lists regularly without any lack in the process. These automation tools help the marketers to reduce the email bounce rates and enhance sender reputation.
- Personalize your content
Always try to send the relevant messages in your email marketing campaigns. Personalize your email content so that the audiences will get a feel that the email is specially for them. To personalize your marketing email content, segmentation is the right option. Email marketing tools can analyze customer behavior and preferences and categorize email lists based on demographic information, customers’ interests, behaviors, and preferences. This segmentation helps the marketers to personalize their marketing content based on the email list. Also, make use of email marketing templates that are available in the automation tools to make your campaigns quicker and more efficient.
- Focus on simplicity
Make your email content and design as simple as possible. Build your email as it contains text, images, and layouts. Avoid using only text in your email marketing campaigns. Recipients would not like to spend much time reading lengthy content to understand it. Images will convey the message faster than text. Use images and layouts to convey the message of the email content. Leverage email marketing platforms, in which marketers can use email marketing templates and they customize it as per their requirements. Instead of building layouts and design, these in-built templates can provide the layouts and make the email campaign more efficient.
- Focus on delivery time
Delivery time is one of the most important factors in achieving success in email marketing. Analyze your email campaigns metrics like email open rates and engagement rates based on your sending time of the campaigns. This will help you to understand your audience’s time to open emails and their interests. Based on these results, choose the right time for your email marketing campaigns and enhance your email open rates and reduce email bounce rates.
- Track and monitor the progress
Track and monitor the email marketing campaigns regularly to identify the bounced emails. This helps marketers to clean their email lists and segment the bounced emails. The email marketing software offers features to automate the tracking and monitoring process and it provides valuable insights into email campaigns metrics. This helps the marketers to reduce email bounce rates and enhance their email marketing efficiency.
Summary
As the email bounce rates create a greater impact on the email marketing campaigns, marketers should monitor email delivery rates regularly. Also, by leveraging email marketing tools and effective strategies, businesses can reduce email bounce rates and achieve their marketing goals more efficiently.
