Why is my email bounce rate high?
High bounces usually come from invalid addresses: typos at signup, old inactive contacts, bought or scraped lists, or a poor-quality form source. Clean the list, validate new signups and check where the bad addresses entered.
Look at the pattern. A spike after a giveaway or import points to a source problem, while a slow creep suggests an aging list full of abandoned addresses.
Separate hard bounces, which are permanent, from soft bounces, which are temporary. Persistent soft bounces should be treated as hard.
Keep sending to bounced addresses and mailbox providers read it as careless list management, which can hurt inbox placement for everyone.
In practice.
After importing an old spreadsheet of contacts, a store sees bounces jump on the next campaign. It removes the imported segment, suppresses the failed addresses and sets new signups to be confirmed before they join the list.
Want this handled for your store? See our klaviyo email marketing service or book a free audit.
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