When it comes to email marketing, understanding your email bounce rate is crucial for measuring the effectiveness of your campaigns. In this comprehensive guide, we will delve into the concept of email bounce rate specifically in the context of HubSpot, a leading marketing automation platform. Whether you're a seasoned email marketer or just starting out, this article will provide you with valuable insights into email bounce rate, its impact on your email deliverability, and practical strategies to reduce bounces and improve your campaign performance.

What is Email Bounce Rate?

Email bounce rate refers to the percentage of email messages that are not successfully delivered to the intended recipients' inboxes. Instead, they "bounce" back to the sender. Bounces occur for various reasons, including invalid or non-existent email addresses, full mailboxes, or spam filters. Monitoring and managing your email bounce rate is essential for maintaining a healthy sender reputation and maximizing your email deliverability.

Understanding Bounce Types in HubSpot

In HubSpot, email bounces are classified into two main types: hard bounces and soft bounces.

1. Hard Bounces

A hard bounce occurs when an email is permanently rejected and cannot be delivered. This typically happens due to reasons such as invalid or non-existent email addresses, domain name issues, or blocked recipients. Hard bounces indicate a persistent delivery failure and should be promptly addressed to maintain a good sender reputation.

2. Soft Bounces

A soft bounce refers to a temporary delivery failure. It occurs when an email cannot be delivered temporarily due to reasons such as a full mailbox, server issues, or the recipient's email server being temporarily unavailable. Soft bounces may resolve themselves and eventually deliver the email, but monitoring them is essential to identify potential issues and take appropriate action.

Measuring and Analyzing Email Bounce Rate in HubSpot

HubSpot provides robust tools to track and analyze your email bounce rate. By leveraging the reporting capabilities in HubSpot, you can gain valuable insights into your email performance and make data-driven decisions to optimize your campaigns.

Here's how you can measure and analyze email bounce rate in HubSpot:

1. Navigate to the Email Performance Dashboard in HubSpot.

2. Select the email campaign you want to analyze.

3. Look for the bounce rate metric, which shows the percentage of bounced emails.

4. Drill down into the specific bounce types (hard bounces vs. soft bounces) for further analysis.Reducing Email Bounce Rate in HubSpot

To improve your email deliverability and reduce bounce rates in HubSpot, consider implementing the following best practices:

1. Use double opt-in: Implementing a double opt-in process ensures that subscribers provide valid and accurate email addresses.

2. Regularly clean your email list: Periodically remove invalid or inactive email addresses from your contact database to minimize bounce rates.

3. Segment your email list: Sending targeted emails to specific segments reduces the likelihood of bounces and increases engagement.

4. Monitor email deliverability metrics: Keep a close eye on your email deliverability metrics, including bounce rates, to identify trends and take proactive steps to address potential issues.

Frequently Asked Questions

Q: What is an acceptable email bounce rate?

A: An acceptable email bounce rate varies depending on industry and specific circumstances. However, a general benchmark is to aim for a bounce rate below 2%.

Q: How can I identify the reasons for bounces in HubSpot?

A: In HubSpot, you can view the bounce reasons by navigating to the email performance dashboard and analyzing the bounce types associated with each email campaign.

Q: What should I do with hard bounces in HubSpot?

A: Hard bounces should be promptly addressed by reviewing the email addresses and removing any invalid or non-existent ones from your contact list. Continued sending to hard bounced addresses can harm your sender reputation.


Email bounce rate is a critical metric to monitor and manage in HubSpot. By understanding the types of bounces, leveraging HubSpot's reporting capabilities, and implementing best practices to reduce bounce rates, you can enhance your email deliverability and improve the success of your email marketing campaigns. Stay vigilant, adapt to changing trends, and continuously optimize your email strategy to maximize engagement and drive better results.