Email delivery rate is the one of the crucial metrics which determines your email performance. To understand email delivery rate we, first need to understand bounced back emails.
A bounced back email is an email which never arrives recipients inbox and is sent back or bounced back. There are two types of bounce-backs:
- Hard bounces: the e-mail could not be delivered due to a permanent error related to server or email address.
- Soft bounces: temporary condition causing the email delivery to fail : inbox full
Email delivery rate = ( no of contacts email is sent – no of email bounced)/no of contacts email sent.
Technical reasons for high bounce rates:
- Email address no longer exists.
- Inbox full
- Email Server error
Also note emails sent to SPAM or Junk folder are of no use, since they are not recorded as bounce backs.