When it comes to email marketing, it’s entirely understandable that you want to automate so you can get as many sales as possible. While this is totally understandable, you have to keep in mind that email marketing is delicate. It’s very delicate to the point where it can affect your business, domain, email, and so much more.
One of the biggest potential pitfalls would be the high bounce rate. When too many emails bounce back as undeliverable, it can harm your business’s reputation and effectiveness. Plus, you’ll get labeled as spam, too ( a business’s worst nightmare). So, it’s just something that has this snowball effect where it’s one bad thing that’s going to lead to another and another. So, with that said, let’s dive into how to keep it low for yout campaigns!
Why Is a High Bounce Rate Bad News?
So, a high bounce rate means that a large percentage of your emails aren’t reaching your intended recipients. This can happen for several reasons, like invalid email addresses (which is why email verification is becoming more and more important), but full inboxes of valid emails can technically cause a bounce- even if it isn’t your fault or control.
But why exactly can this be awful for a business? Well, for starters, it hurts your sender’s reputation when providers track the bounce rates of emails you send. A high bounce rate can lead to your emails being flagged as spam, reducing the chances of reaching your audience.
Plus, it skews your analytics, as this can distort your email campaign analytics, making it harder to assess the true performance and make data-driven decisions. But overall, crafting great emails takes a lot of time and effort. If any of your emails bounce, you’re not getting the return on investment you should be. So how can you lower it?
Keep Your Email List Clean
So, you have to keep in mind that people change email addresses more often than you might think. So a lot of websites either close (because Google will delete inactive emails) or someone let go of an email (such as a work email). That’s why regularly updating your email list by removing inactive or invalid addresses is essential. It was mentioned earlier that you need to use a certification service for emails, so that’s why you need to do that. You need to periodically check the addresses.
Engage with Quality Content
Oh yes, engagement matters. The more your subscribers interact with your emails, the less likely they are to bounce. This is exactly why you need to focus more on creating valuable content. Make sure your emails provide value. This could be in the form of useful information, exclusive offers, or entertaining content. If your subscribers find your emails valuable, they’re more likely to stay subscribed and engaged.
You’ll Have to Be Proactive
The last thing that you want is to wait until the problems arise; eventually, they will only get harder to manage. Instead, you have to be proactive about all of this. For example, you could send a welcome email to new subscribers to verify their email addresses. Some companies will personally reach out rather than automate, so that could be an option. But overall, this initial engagement can also set the tone for future interactions.
