Not every newsletter reaches all recipients. Customers change companies and thus the email addresses are no longer up-to-date or they change email providers. This cannot be prevented. Especially when sending a newsletter for the first time, you may have a high bounce rate. However, this should decrease over time. The bounce rate should, however, be well below 5 percent, as has become established in the industry.

There are also differences in the KPI bounce rate:

  • Hardbounces are when the email address is permanently invalid.
  • Softbounces, on the other hand, are caused by temporary problems. A classic case is a full mailbox during a holiday.

Bounce rates should not be ignored under any circumstances. High bounce rates impair the reputation of the mail server used. And once the reputation suffers, future delivery rates will also drop. This happens when email providers no longer accept newsletters from servers with a bad reputation. The DDV has also drawn up clear regulations in this regard.

The basis of any email campaign is clean recipient addresses. These are often customer addresses or prospective customer addresses that have been received via the website. One should refrain from buying or renting e-mail addresses. Even with all the promises of the provider: there will be a lot of invalid addresses. Furthermore, you don't want to send your newsletters to as many recipients as possible. It is much more about selecting the right recipients. These are people with whom you have a relationship or people who have indicated via a double opt-in process that they would like to receive mail from your company.