"Just ask Gene Massey, founder and CEO of MediaShares and a customer of my company, ZeroBounce. His business relies on email to connect with investors. But after getting a 12 percent bounce rate, the entrepreneur found himself unable to send any emails at all: His email service provider had shut down his account. To get it reinstated, he had to clean his list and remove all the invalid addresses to get bounces under control."
"1. Your bounce rate keeps getting higher If it's higher than 2 percent, it's a sure sign your list has accumulated too many obsolete contacts. Mailbox providers take note of your bounces and can start filtering your emails out of your customers' inboxes and into the spam folder. 2. Engagement is flatlining If your open and click rates are declining month after month, you need to take action."
Email lists decay over time and require regular cleaning to maintain deliverability and engagement. High bounce rates signal obsolete contacts and can trigger email service providers to suspend sending or filter messages to spam. An example: a company faced a 12 percent bounce rate, causing the provider to shut down the account until invalid addresses were removed and bounces reduced. Additional warning signs include declining open and click rates, rising spam complaints, and many generic group addresses that do not engage. Regular list hygiene—removing invalid addresses, reengaging or purging inactive subscribers, and minimizing generic sign-ups—preserves inbox placement and campaign effectiveness.
Read at Inc
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