Bounce Rate is important in email marketing because it shows how many emails failed to reach recipients. A high Bounce Rate hurts your sender reputation, reduces deliverability, and signals poor list quality. Keeping it low ensures more emails land in inboxes and protects your email campaign performance.
The formula for calculating email Bounce Rate is:
For example, 5,000 emails are attempted to be sent in which 150 emails were bounced. So the Bounce Rate calculation will be:
This shows your Bounce Rate is 3%, which is slightly above the ideal benchmark. This may suggest email hygiene issues or invalid email addresses that need attention.