Summary
After email validation, experts and marketers generally agree that a good bounce rate should be below 3%, with many aiming for below 1% or 2%. ZeroBounce suggests striving for a hard bounce rate below 0.5%. MailerLite and Gmass consider rates above 5% a red flag. A slightly higher initial bounce rate (1-3%) might be expected on the first send to newly validated addresses. Maintaining a clean list through continuous validation is vital for deliverability and protecting sender reputation. Higher bounce rates suggest issues with list hygiene, validation effectiveness, or acquisition methods.
Key findings
- Target Bounce Rate: Most sources aim for bounce rates below 3% after email validation.
- Ideal Targets: Many recommend aiming for even lower, with some targeting below 1% or 2%.
- Red Flag Threshold: Rates exceeding 5% are often considered a red flag.
- Initial Send Variation: A slightly higher bounce rate (1-3%) may occur on the first send to a validated list.
- Continuous Cleaning: Regular list cleaning is essential for maintaining low bounce rates and good deliverability.
Key considerations
- List Hygiene: Prioritize maintaining a clean email list to minimize bounce rates.
- Validation Effectiveness: Ensure your email validation process effectively removes invalid addresses.
- Acquisition Methods: Evaluate your list acquisition methods to avoid adding low-quality or invalid addresses.
- Monitoring: Closely monitor bounce rates after each send to identify and address any issues.
- ESP Limitations: Be aware that some ESPs may impose limitations if bounce rates exceed a certain threshold.
What email marketers say
8 marketer opinions
After email validation, email marketers generally aim for bounce rates between 1% and 3%. Rates exceeding 3% to 5% may indicate issues with the validation process, list source, or overall email list hygiene. Continuous list cleaning and monitoring bounce rates are crucial for maintaining good deliverability and sender reputation.
Key opinions
- Target Bounce Rate: Most sources suggest aiming for a bounce rate between 1% and 3% after email validation.
- Red Flags: Bounce rates consistently above 3% to 5% are considered problematic and require investigation.
- Continuous Cleaning: Regular list cleaning and validation are crucial for maintaining low bounce rates.
Key considerations
- Validation Process: Ensure your email validation process is effective in removing invalid or risky email addresses.
- List Source: Investigate the source of your email list to ensure you're acquiring high-quality, engaged subscribers.
- Monitoring: Continuously monitor bounce rates to identify and address any potential issues promptly.
- Tool selection: If bounce rate is still high even after validation, you should consider alternative tools, as your validation tool might not be working correctly.
Marketer view
Email marketer from Email Hippo states that with proper email validation techniques, a bounce rate of 1% or lower is achievable and desirable. They highlight the importance of continuous list cleaning to maintain optimal deliverability.
18 Aug 2023 - Email Hippo
Marketer view
Email marketer from MailerLite shares that after validating your email list, you should aim for a bounce rate of less than 3%. They consider anything above 5% to be a red flag, indicating potential problems with your validation process or list source.
31 Mar 2025 - MailerLite
What the experts say
2 expert opinions
Experts suggest that after implementing email validation, you should aim for a bounce rate well below 1%. A slightly higher initial bounce rate (1-3%) might be expected on the first send to newly validated addresses due to residual invalid addresses, but subsequent sends should see bounce rates drop below 0.5%. Maintaining a clean list is vital for deliverability.
Key opinions
- Target Bounce Rate Post-Validation: Aim for bounce rates significantly below 1% after email validation.
- Initial Send Exception: A slightly higher bounce rate (1-3%) may occur on the initial send to a newly validated list.
- Subsequent Bounce Rate: After the first send, bounce rates should decrease to below 0.5%.
- Importance of Clean List: Maintaining a clean email list is critical for optimal deliverability and sender reputation.
Key considerations
- Validation Effectiveness: Ensure your email validation process effectively removes invalid addresses.
- List Acquisition: Examine your list acquisition methods to minimize the inclusion of invalid or problematic addresses.
- Monitoring: Closely monitor bounce rates after each send, particularly after the initial send to a validated list.
Expert view
Expert from Email Geeks shares expected bounce rates when using an email validation service like Kickbox. Laura suggests that for a reasonable sender, the first time they mail an address, there's a 1-3% chance the mail will bounce due to the address not existing. After the first send, delivery failures should go to <0.5%.
25 Dec 2021 - Email Geeks
Expert view
Expert from Word to the Wise notes that after email validation, you should aim for a bounce rate well below 1%. They stress that maintaining a clean list is essential for good deliverability and protecting your sender reputation. Higher bounce rates after validation suggest issues with your validation process or list acquisition methods.
16 May 2024 - Word to the Wise
What the documentation says
3 technical articles
Email deliverability documentation suggests that typical bounce rates after email validation should ideally be below 0.5% to 3%. Maintaining a bounce rate within this range helps protect sender reputation. Exceeding these thresholds signals problems with list hygiene or validation effectiveness, requiring prompt corrective action and close monitoring.
Key findings
- Optimal Bounce Rate: A good bounce rate after email validation is generally below 2%.
- Stringent Targets: ZeroBounce suggests striving for a hard bounce rate below 0.5% after thorough validation.
- Acceptable Threshold: Validity considers a bounce rate under 3% to be healthy following list validation.
- Negative Impact: High bounce rates, even post-validation, can harm sender reputation.
Key considerations
- List Hygiene: Poor list hygiene contributes to higher bounce rates, even with validation.
- Validation Effectiveness: Ensure your email validation process is robust and identifies invalid addresses effectively.
- Monitoring: Closely monitor bounce rates to identify and address issues promptly.
- Corrective Action: Take corrective action when bounce rates exceed acceptable thresholds.
Technical article
Documentation from Validity claims that following list validation, a healthy bounce rate should be under 3%. They advise monitoring bounce rates closely and taking corrective action if they exceed this threshold to protect sender reputation.
31 May 2025 - Validity
Technical article
Documentation from ZeroBounce indicates that after thorough email validation, you should strive for a hard bounce rate below 0.5%. They emphasize that high bounce rates, even after validation, can negatively impact sender reputation.
20 Sep 2022 - ZeroBounce
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