Bounce Rate
Bounce rate has two meanings depending on context. In email marketing, it's the percentage of emails that could not be delivered. In web analytics, it's the percentage of visitors who leave after viewing only one page.
Email Bounce Rate
Hard bounces occur when an email address is invalid, doesn't exist, or the domain has shut down. These should be removed from your list immediately. Soft bounces are temporary delivery failures — a full inbox, server issue, or message too large.
A healthy email bounce rate is under 2%. Anything above 5% signals list hygiene issues.
Website Bounce Rate
A high website bounce rate means visitors are landing on your page and leaving without taking any action. This could indicate irrelevant content, slow page load times, poor mobile experience, or a disconnect between ad copy and landing page content.
How to Improve Both
- Regularly clean your email list and remove invalid addresses
- Use double opt-in to ensure email quality
- Match landing page content to ad and email messaging
- Improve page load speed and mobile responsiveness
- Add clear calls-to-action above the fold
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