The percentage of messages that fail to reach recipients.
Bounce rate is the percentage of sent messages — email or SMS — that are returned (bounced) because they could not be delivered to the recipient's inbox or device.
Bounces are classified as hard bounces (permanent failures like invalid addresses) or soft bounces (temporary issues like full mailboxes). High bounce rates harm sender reputation and deliverability. Best practices include maintaining clean contact lists, implementing double opt-in, and monitoring bounce rates per campaign.
Lodgestory tracks bounce rates across email and SMS campaigns with automatic hard-bounce suppression and list hygiene tools.
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