GTMap · Metrics

Bounce rate

Emails that could not be delivered, divided by emails sent. Above 2 or 3% and the domain starts paying for it.

A bounce is an address that does not exist, and mailbox providers treat a sender who hits many of them as a sender who did not check. Reputation drops, and the emails that would have been delivered stop being delivered too.

The fix is upstream: verify every address before sending, run a waterfall so unverified rows are dropped rather than guessed, and pause a campaign the moment the rate climbs.