What happens if you do not deal with bounce rates of 20% or greater?

If bounce rates of 20% or greater are not addressed, your ISP reputation will be impacted. High bounce rates are a significant indicator of list quality and sender credibility. ISPs monitor factors such as bounce rates to assess the reputation of the sender’s domain. A higher bounce rate can lead to a deterioration in your sending reputation, which can result in emails being placed in spam folders or blocked altogether, reducing overall deliverability.

Maintaining a good reputation with ISPs is crucial for effective email marketing. If your bounce rates are consistently high, ISPs may perceive you as a sender of low-quality emails, which can affect future email campaigns and your overall reach. Therefore, actively managing and resolving any issues contributing to high bounce rates is essential for sustaining a positive sender reputation and ensuring that your emails reach your intended audience.