Email Bounce Increase

Hi Ben

You are investigating WHY you have a problem and in short, there could be a number of reasons.  The main two are related to your data and your deliverability.

DATA:

Have you added any significant lists of fresh names to your database?  If not, then this points to a deliverability issue.  Some more investigation into your data situation will reveal more. 

How are your newsletter subscribers added to your list?  If you are using harvesting techniques then it is possible that spam trap addresses may exist in your list.  If you have used double opt in only, then this will not be a factor.

I also note that you have a normal bounce rate of 17.88%.  The DMA and Adestra's own clients tend to get hard bounce rates of less than 3%.  One of the main drivers of this is suppressing bounces.  If you're not suppressing bounces you stand to risk receiving a significant number of complaints (recipients using mark as spam) which will affect your deliverability.

Another think to look for is if you have a large number of the same domain on your list.  For example if webmail accounts for a large proportion of your list, then you may be having problems delivering to them.  I notice that your leap is 11.56% suggesting that you either have a serious problem across multiple receivers or just one receiver is blocking you.

There is more information on how data affects email marketing deliverability on our web site.

DELIVERABILITY:

There are many reasons why you have a deliverability problem most of which combine to drive your sender reputation.  You can read about sender reputation here.

What I would recommend is working with someone to conduct a deliverability audit who should investigate your data management policies, your technical set-up, your present sender reputation and your content and code in your templates.  After all, if the number of people receiving your newsletter has fallen by over 10%, it may be afor assumption to assume that the return you receive from it has also fallen by 10%.   

One final note- you are not alone.  The eConsultancy/Adestra Email Marketing Census shows that deliverability issues are costing online marketers 11% of their budget. 

I hope this has been helpful, and I'd welcome then chance to talk more confidentially off forum if it would be helpful.  Just drop me a line on paul@adestra.com

Thanks

Paul
Marketing Director,
Adestra- your first choice email marketing partner
www.adestra.co.uk

On 10:56:26 31 March 2008 BenSmart wrote:

 

I have seen a big increase in the number of bounces when sending out our monthly newsletter (from 17.88% to 29.44%). Could anyone shed any light on why it could have increased so dramatically?