June 19, 2023

Debora Huston

21 Effective Ways To Reduce Email Bounce Rate with Examples

21 powerful ways to reduce the email bounce rate for your campaigns. Improve email marketing results, open rate, click-throughs, and conversion.

Best Practices, Email Marketing

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IN THIS ARTICLE

The email bounce rate is always considered the black sheep of the email marketing world. 0% bounce rate, although impossible, remains a dream of every email campaigner. From gathering emails, thinking of ideas, creating content, designing posters, to finally sending the campaign, your entire marketing troop is involved in every email production. So, when your prospects don’t even get to see your email, it’s disheartening.

In email campaign analytics, Email Bounce Rate refers to the percentage of email addresses in your mailing list to whom your email was not delivered, even to spam. Thus, the recipient’s email servers returned the email to you. In simpler terms, the email gets bounced back because the server cannot deliver it to the recipient for some reason.

How is the email bounce rate calculated?

Use the following formula to calculate the bounce rate for your email campaigns:

\frac{Number of bounced emails}{Number of emails sent} * 100

For example, you sent 1000 emails in a campaign, out of which 50 emails got bounced, then the bounce rate would be (50/1000) *100 = 5%

In this article, we present you with our exhaustive list of ways to reduce bounce rates compiled after a lot of research and analysis of customer data.

Let’s go step-by-step. The best way to solve any problem is to identify the cause and solve it at the grass-root level.

Following that thought, we will first understand what factors make our emails bounce so we can eradicate them one by one. Then, we will set a realistic goal for the reduced email bounce rate before diving into the process.

Email Bounces - Why & How: Understanding The Problem

1. Why Do Emails Bounce?

Emails can get bounced in 3 different ways. The reasons behind each email bounce type are thus also different. We have summed them up in the following table:

	Hard Bounce	Soft Bounce	Pending Bounce
Definition and Details	A hard bounce refers to an email that is undelivered and bounced back. There are no chances of successful email delivery in hard bounces, even after multiple attempts. We cannot send emails to this contact in future campaigns as well.	Acceptable Soft Bounce Rate: Under 2% Soft bounces are generally temporary and often get resolved by the sender server without manual intervention. A soft bounce refers to the temporary failure of email delivery to the inbox, which occurs after the recipient’s server receives the email.	A pending bounce refers to a temporary problem with either sender’s or receiver’s server, which results in email delivery failure. In case of a pending bounce, ESP keeps trying to deliver the email for a predefined period (for example, two days). If the email still doesn’t get delivered, we call it a Soft Bounce.
Reasons: Why are emails bouncing back?	Common reasons why hard bounces occur: Invalid or non-existent email addresses The recipient server blocked the email delivery Invalid domain	Common reasons why soft bounces occur: Email server overload Email inbox storage capacity is full The recipient blocked the sender’s email address Glitch or downtime at the recipient server’s end Content of the email conflicts with the recipient’s server’s regulations or anti-spam / anti-malware policies The size of the email is too large Blocked because of too many spam reports	Common reasons why pending bounces occur: Temporary server glitch either on the recipient’s side or on the sender’s side
How long does an email bounce back take?	Hard bounce, since they are a permeant delivery failure, bounce back fast.	Depending on the resend email settings at the mail server, a soft bounce can take anywhere from 14 hours to 5 days.	Depending on the predefined delivery period of the server, a pending bounce generally takes 2-3 days to be announced as a soft bounce.

2. Where Do Bounced Emails Go?

How a mail server handles an email bounce depends on the protocols established at the server’s end. However, in most cases, bounced emails get back to the systems (and systems may discard them or put them away) or get flagged as spam.

What Is An Acceptable Email Bounce Rate? - Setting Our Goal.

An email bounce rate of 2% or less is considered okay. The goal should be to attain a 0.5 – 1% email bounce rate.

It is also important to note that bounce rates depend highly on the industry. Check out the average email bounce rate data sorted by industry type.

Average Email Bounce Rates
( Industry - Specific )

	Hard Bounce (%)	Soft Bounce (%)
Agriculture	0.58	0.42
Construction	1.56	1.20
Beauty & Wellness	0.38	0.40
Business	0.66	0.55
Finance	0.66	0.55
Electronics	1.02	0.70
Consulting	0.92	0.71
Agency	1.09	0.90
Education	0.55	0.46
Entertainment	0.49	0.41
Fitness	0.43	0.45
Government	0.48	0.39
Pharmaceuticals	0.79	0.74
Social Media	0.37	0.29
Sports	0.45	0.41
Travel	0.65	0.48

Besides the above findings, “the good bounce rate” varies per business. Before setting a realistic goal, you will have to consider your customers’ demographics, location, interests, preferences, how big-ticket your product is, etc.

Sales emails and marketing emails are different as well. So, you may have to approach their respective bounce rates from different angles.

What is a high email bounce rate?

The following email bounce rate chart will help you identify your current status and set your next milestone.

Email Bounce Rate	Characterized as
0.5 – 1 (or less than 0.5)	Ideal
Less than 2%	Okay
2% – 5%	Moderately High
5% – 10%	High
More than 10%	Alarming

How To Reduce Email Bounce Rate For Email Campaigns?

As we saw earlier, the email bounce rate depends on multiple factors. So, the ways to reduce it also come in different shades. We have fragmented all our pro tips in their semantics if you want a quick cheat sheet.

21 Ways To Reduce Email Bounce Rate
Email Bounce Rate	Characterized as
Ensure your email content doesn’t look spammy. Make sure the quality of your email content is excellent. Personalize the email content based on subscriber’s data. Limit the size of your email. Use a simple code if you’re using HTML.	Have a consistent no-spam campaigning schedule. Adhere to the daily sending limit. Personalize the email content based on subscriber’s data. Use A/B testing for better results. Track engagement and monitor your campaign analytics.
Regarding List Building & Management	Regarding Segmentation of the audience
Get recipients’ consent with permission-based (double opt-in) email list Keep your lists up-to-date, cleaned, and organized. Use a Captcha for all forms. Verify the validity of email addresses in your list.	Take content ideas from your subscribers. Use segmentation based on the email engagement and reader interest. Create A preference center to let your readers choose what they want. Use the opt-in and lead magnet engagement data.
Regarding your domain	Regarding reason for bounce
Authenticate your sender and tracking domains before sending any campaign. Never use A free domain to send your campaign.	Pay attention to the error codes.

Let’s go through one by one.

1. Ensure Your Email Content Doesn’t Look Spammy.

Not sending a spammy email looks like a basic kindergarten rule of email marketing. But it is more complicated than that.

Sometimes, the recipient’s email server will block the email if the content doesn’t abide by its policies. So, even before reaching the spam, your email gets bounced off at the server stage by its spam filter.

The job of an ISP (Gmail, Hotmail, Yahoo, Outlook, etc.) is to protect its users from getting spammed. So, to ensure maximum security, they test every email on multiple levels, including its content. That is why sometimes you will see even valid emails in your spam.

Follow these guidelines to ensure your email is not spammy to your recipient’s ISP.

Follow these guidelines to ensure your email is not spammy to your recipient’s ISP.
Use a clear, unambiguous, and non-deceptive subject line. It should not look clickbaity, threatening, or alarming.
Include an option for the recipient to “Unsubscribe” or “opt-out.”
Proofread the typos and grammatical errors. Sometimes, such errors can make the ISP perceive your email as a Phishing attempt.
Use a respected email spam-checking tool available on the internet.
Ensure your sender email address and domain are legitimate and don’t look suspicious.
Adhere to standard guidelines mentioned by the CAN-SPAM act while creating the content.

2. Make Sure The Quality Of Your Email Content Is Excellent.

Following the story of the previous point, your content should be worthy of your subscriber’s attention and time.

Simply put, your name as the sender should put a smile, curiosity, or some positive emotion in the recipient’s mind that would make them click on it. (Or maybe even look forward to your next email!)

The quality of the content not only reduces the email bounce rate but also improves the open rate. It, in turn, boosts time spent on the email, CTR, and, ultimately, conversion.

Here are a few tips to make your email content engaging and compelling.

Have an attractive and interesting but simple subject line.
Keep your text body short and embrace brevity. Keep simple words and uncomplicated sentences.
Use visuals such as images, gifs, videos, etc.
Be consistent with your brand guide.
Use appropriate greetings and conclusion.

Quality of email content also inspires the reader to share your email with peers. That way, you will also get to grow your email list.

ReachEngine’s Pro Tip

Don’t use one large image as your entire email. Images take much longer to load than text content. Additionally, many recipients have their email images disabled. In such case, your email will not be readable even if it landed in their inbox.

3. Personalize The Email Content Based On Subscriber’s Data.

Personalization of your email’s content has multiple benefits. When your customers subscribe to your newsletter or purchase your product, you get access to their names and (probably) locations. To personalize the email content, you can use this data using Tags in the ReachEngine dashboard.

“Personalized emails generate six times higher transaction rates.”
– Source

Emails with personalized subject lines are likely to have a higher open rate. Personalized emails reassure the server that you have the user’s data and are probably authorized to use it too. So, personalized emails are more likely to pass the spam filter.

4. Limit The Size Of Your Email.

Sometimes, the recipient’s server cannot deliver the email exceeding a certain size limit. It may be because of multiple reasons like restrictions on the part of the email client, the recipient’s inbox left with limited capacity, etc.

Follow these tips to ensure your emails aren’t bounced because of size limit issues.

To identify the maximal size of your email, go through your user analytics. Study what email clients are most popular among your users and set a size limit for yourself.

Email Client	Maximum incoming size limits
Gmail	25 MB
Outlook/Office 365	20 MB
AOL	25 MB
Apple Mail	20 MB
Yahoo	25 MB
Zoho mail	20 MB
GMX	50 MB
ProtonMail	25 MB

If you have to share large files, you can send a link by uploading them elsewhere, such as your website, recipient’s account space on your portal, a third-party cloud service such as Google Drive, etc.
If you are using media such as images, or GIFs, optimize them beforehand. So, they don’t hamper the overall load time of the email.
Use PNG images instead of JPGs, JPEGs, or any other whenever possible.
Use cloud storage service or video embed techniques for videos (especially those that exceed 10 MB). You can also use a trusted video compressor application to reduce the video size without quality loss.

Email Components	Ideal size and dimensions
Images	Width 600 px – 640 px Maximum 1 MB
GIFs	Maximum 1 MB.
Videos	Maximum 10 MB ( less than 6 seconds, 4K video, 30fps.)

5. Use A Simple Code If You’re Using HTML.

For a well-designed, high quality email template, you cannot escape the coding part. It can come up in several places, as simple as embedding a YouTube video.

Improperly designed or distorted layout can lead the recipient’s server to mark your email as spam or worse, block it altogether. This can potentially harm your IP reputation, so why risk it?

When the coding part comes, it brings along a long checklist. You have to ensure that while using HTML5 and CSS3, you are not using any non-standard element that a certain email client cannot render.

Here is a quick checklist of things to look for if you are using HTML or a drag-and-drop editor:

Use a one-column layout for maximum benefits.
Add space between two blocks of content.
Check the email width. (For best results, keep the email width between 600-640 pixels.)
Check UX. Run tests on multiple email clients, browsers, and screen sizes to ensure the email’s responsiveness and to check for broken elements.
Check images, videos, and GIFs in your email. Ensure that you have added engaging Alt text to all media and that the text conveys what your media is.

One more thing to keep in mind!

Every email marketing tool adds its design element. So, don’t forget to review your code and run tests before sending the campaign (especially if you upload a ready-to-use template from a third-party source).

6. Have A Consistent No-spam Campaigning Schedule.

A consistent campaigning schedule is important for reducing email bounce rates and doing away with unsubscribes and spam reports.

If you don’t send emails regularly, your subscribers will likely forget they had signed up for your newsletters. Consequently, they might end up unsubscribing or reporting your email as spam.

The more spam reports you get, the higher the chances of bounces.

It is important to note that having a schedule doesn’t mean you have to send 20 emails every day. Even if it is once a week, it has to be every week.

How Do I Warm Up An Old Email List?

Imagine this is the situation –

You have an old and quite a big email list. You haven’t sent an email to this list in a long time. But now you want to send one. How would you begin?

So, this is what you can do –

You will likely see many email bounces if you send an email to the entire list at once. It will affect the deliverability of your future emails and your sending reputation.
So, you take this list and break it into chunks. You can perform this segmentation from your ReachEngine dashboard.
Send an email to one segment, analyze the performance, and make improvements if needed.
Once successful with one segment, loop in another segment while sending the next email.
Continue this process till you are sending your campaign to the entire list.

7. Adhere To The Daily/Hourly Sending Limit.

ESPs set a sending limit to cap the number of emails sent daily. It is a good practice to stick to this limit to avoid getting bounced.

Emails will start bouncing back beyond this limit. ESP may also block your account if they notice you exceeding the limit.

Find out the sending limit associated with your ReachEngine account.

8. Ensure That You Are Using Trustworthy Email Marketing Tools.

With automation sowing its roots across all industries, email marketing is not far behind. Email marketing automation helps you be consistent without much manual intervention.

However, this will only work if the tool you use to automate your campaign is reputed and legitimate. If the ESP tool has been previously associated with spam content, it can affect its reputation with ISPs and email servers.

Invest in a reputed ESP software and automation tool to avoid getting your emails bounced off at the recipient server or landing in a spam folder.

9. Use A/B Testing For Better Results.

In our experience, the first key in the bunch rarely opens the lock. You have to experiment with multiple before finding one.

The same goes for email marketing. When creating a campaign, you cannot be sure how well it will perform. Even if it does, you can wonder if it could have served better.

A/B testing is simple. This is how it goes.

Create two versions, “A” and “B,” of the same email campaigns. (Different content and design but same message.)
Divide your email list into two segments.
Send version “A” to the first segment.
Send version “B” to a second segment.
Compare the performances of the above two campaigns.
At this point, you have two options: - (1) Take the winner campaign and test it with yet another version, “C,” to conduct the second round of A/B testing. (2) Consider sticking to the winner version and shape future campaigns according to it.

10. Track Engagement And Monitor Your Campaign Analytics.

Tracking email campaign analytics is an essential part of employing any hack from this list. Whether you want to improve your content based on user response, or clear hard bounces from the list, analytics is the key.

Sending campaigns based on what users enjoy helps you improve your content quality and relevance and also helps your open rate. It consequently builds a good reputation for your brand and sender IP.

ReachEngine offers a wide array of analytics for each campaign you send. More on that at the end of the article.

11. Get Recipients’ Consent With Our Double Opt-in Email List.

Double opt-in is the most obvious, simplest, and perhaps most overlooked. It is simple – don’t send emails to anyone who hasn’t agreed to receive your email. This way, you’ll have fewer spam reports, a good sender reputation, and, thus low bounce rate. Ultimately, quality matters more than quantity! Ultimately, quality matters more than quantity!

Use drip campaigns if you don’t want to use a double opt-in method. You send an onboarding or welcome email campaign sequence when they enter their email address. If they engage with your emails, you will know that they are in it for a long haul.

12. Keep Your Lists Up-to-date, Cleaned, And Organized.

There are multiple things to keep in mind while cleaning your list. We will write a detailed guide on “Cleaning an email list.”

But, let’s look at how you clean a list to reduce email bounce rate in brief.

Get rid of the hard bounces from your email list.
Remove invalid domains, obvious typos, and inactive email addresses.
Pay active attention to avoiding and getting rid of spam traps.
Scan other tuples for incorrectly entered email addresses; join them in the correct places.
Get rid of Spam emails and bot addresses from your list.

Apart from the above ways, keep your subscribers in the loop. Ask them if they want to change their email address. You can do this by sending them a form to update their profile. This way, they can remove their current address and add the new active one.

13. Use A Captcha For All Forms.

You can experiment to validate this theory. Remove Captcha, if already added, from all subscription forms across your website. Keep it like that for a few days. Then, add Captcha for all forms.

You will see a massive difference in the number of signups. When there is no Captcha validation, a lot of bot accounts get signed up.

Let’s face it, the large number of signups looks nice. But these bot accounts are doing us no good. Rather, we might waste our email budget on such non-human accounts.

An additional benefit of Captcha is that it keeps hackers away.

14. Verify The Validity Of Email Addresses In Your List.

With the help of double opt-in and Captcha, you have already reduced bots and invalid email addresses from entering your list. However, we want to do everything we can to reduce our email bounce rate and increase ROI.

There are multiple respected tools available on the internet that help you verify your list.

If you need quick references, here are some of them (unsponsored) :

15. Take Ideas From Subscribers To Keep Your Content Relevant.

We will talk about preference centers in a jiff. But there is a more efficient way to know what it is that your subscribers like to hear from you.

You can email your subscribers asking what they want from you. It could be a survey, an opinion poll, an idea submission, etc. This way, you can make your subscribers feel they are in control.

The more relevant your content is to your subscriber’s needs, the less likely they will mark you as spam. Thus, less will be the bounce rate.

16. Segment Based On Email Engagement & Reader Interest.

We saw personalization of the content based on the user’s data. However, personalization has another side as well.

We call it adaptive content. After sending multiple emails, you have the data of emails your customers opened, interacted with, clicked on, etc. So, you can use this data to send more relevant campaigns that align with their interests. It is called “Segmentation.”

With segmentation, you split a list into multiple smaller ones, such as a list dedicated to people who are only interested in your deals and offers, a list of people who open your newsletters more, a list for those who open only the transactional emails, etc.

17. Create A Preference Center For Your Readers

Further to the previous point, you want your subscribers to have the freedom to choose what emails they want to read from you.

We recommend building a preference center where they can opt-in and out of your emails, as shown in the image.

You can also ask them to choose the frequency of the emails they are comfortable with. This way, they tell you what kinds of emails they like and how frequently they want to see them.

The benefit of this practice is manifold.

By making their requirements clear, they are saving your email marketing budget.
You may have created lists such as Newsletter Audience, Product Update Audience, Promotions Audience, etc. With a preference center, your customers segregate themselves into the lists they want. It will effectively reduce your analysis time and effort.
Speaking of today’s highlight – how does a preference center help reduce the email Bounce Rate? Since your readers receive exactly what they want, they are more likely to open your email, thus, increasing your open rate, CTR, and, let’s hope, conversion! It enhances your brand reputation leading to not getting blocked or marked spam by servers and ISPs.

18. Use The Opt-In And Lead Magnet Engagement Data.

Launching an email-list generation operation by promoting one or more lead magnets gives instant insight into the subscriber’s psyche. The lead magnet can be anything – eBooks, editable spreadsheets, webinars, free email courses, coupons, planners, data, or even a free trial of your SAAS tool.

When a user exchanges their email address for a lead magnet, you know what type of knowledge interests them. So, your approach for targeting the eBook subscribers should be different than those who signed up for a planner.

19. Authenticate Your Sender Domains Before Sending Any Campaign.

Every email server and ESP worry about their safety as well as the safety of their users. So, authenticate your domain to elevate your email deliverability.

An authenticated domain name is a major signifier of your authority. You are who you are telling us to be. Otherwise, you wouldn’t be able to authenticate the domain in the first place.

If your subscriber’s email client sends them a security concern notification, you will likely lose your reputation in the recipient’s eyes. Nobody wants that.

There are three mechanisms for domain authentication.

DKIM : To ensure that the email content is genuine and has not been tempered
SPF : To ensure that the server you are using to send the email is authentic and trusted
DMARC : To ensure that action has been taken if DKIM/SPF fails

20. Never Use A Free Domain To Send Your Campaign.

Would you trust an email from someone who has a @gmail.com domain attached to their address? The first thing that comes to mind when a reader sees a company using such free addresses is – “Why didn’t they buy their professional address? Are they not committed enough to their business?”

Besides this obvious psychological reason, there is a strong technical reason why you shouldn’t use a freebie email address for sending a campaign.

Sending email campaigns with freebie email addresses, for example, Gmail, Yahoo, Outlook, and others, is not advised as per the standard guidelines. So, even if you are the most authentic brand in the world, freebie email address campaigns are extremely likely to experience spam reports and hard bounces.

21. Pay Attention To Error Codes.

Although we have given the most common reasons for an email bounce, it wouldn’t be fair to assume there aren’t more. So, if you still have difficulties reducing the bounce rate after employing the above techniques, here is something to consider.

With every bounced email, you will receive an error message. This error message will have an error code/number in it. There are multiple codes associated with emails. However, to solve our problem, we will focus on 5xx error codes that tell us an error occurred at the server’s end. The server could not fulfill a valid-looking request.

Let’s have a look at them :

Code	Error
500	Syntax Error in the command (Server could not recognize)
501	Syntax error in parameters or arguments
503	Server encountered a bad sequence of commands; or requires authentication
504	Command parameter is not implemented
510	Bad email address
511	Bad email address
512	Host server for the recipient’s domain name cannot be found in DNS
513	Address type is incorrect
523	Size of your mail exceeds the server limits
530	Authentication problem
541	The recipient address rejected your message
550	Non-existent email address / User’s mailbox was unavailable/invalid or not found
551	Non-existent email address / User’s mailbox was unavailable/invalid or not found
552	Exceeded storage allocation (action aborted)
553	Mailbox name invalid (command aborted)
554	Transaction has failed (unstated reason)

Why is it mandatory to keep your email bounce rate low?

A soft bounce rate of 2% or less is considered okay. But what if the bounce rate is higher? We often get asked if marketers should make do with whatever’s working right rather than obsessing with the bounce rate. How much does a high bounce matter?

How much does bounce rate damage your email reputation?

A high hard bounce rate can damage your campaign performance in multiple ways.

1. Decreased Reputation

If you keep sending emails to hard bounces instead of removing them from the list, the reputation of your sender IP address will get harmed. Consequently, it will affect the email deliverability of all the campaigns you send from that IP. So, if your IP address gets marked as spam, your bounce rate will increase even further. If this continues, your sender’s reputation can get significantly damaged.

2. Low Inbox Placement & Spam Reports

Both ESPs and ISPs consistently examine the bounce rate for all email campaigns. So, even the emails that pass through the recipient’s server are more likely to land in the spam folder if your bounce rate is consistently high. (Imagine this happening with the recipients who already trust you and actively respond to your campaigns.)

3. More Expenses, Less Revenue

As you might have already guessed, all of this will result in lower open rates and, thus, lead to a decreased CTR, even lesser conversion, and, ultimately, a deep plunge in sales. When you send a campaign, you pay for every email you send. So, it doesn’t matter if your emails are getting bounced or marked as spam later. You’ll still have to pay for the bounces.

4. Account Suspension

Most ESPs adhere to a rigid policy for handling hard email bounces and spam reports. If an ESP notices that a certain email campaign has exceeded its bounce rate limit, it will suspend the sender’s account.

5. IP Blacklisting

ISPs such as Gmail, Yahoo, Outlook, etc., monitor campaigns’ bounce rates. If they notice that the bounce rate for certain sender’s campaigns is consistently more, they will likely blacklist your IP address.

What are the tools to check the bounce rate of an email address book?

There are multiple tools available on the internet that check the bounce rate of an email address book. We recommend using only the trusted ones, as you will give them your hard-earned email list.

Earlier in this article, we have already given the list of tools to verify the email list. Here are some more worth exploring (unsponsored) : clearout, validity, zoominfo, bouncer, neverbounce, etc.

Where to find email bounce information in ReachEngine?

Tracking your email campaign’s performance in the ReachEngine dashboard is simple. After you send a campaign, follow these easy steps to see the overview, real-time reports, and all tracking details, including the bounce rate :

Go to “Campaigns > All Campaigns.”
It should enlist the campaign you just sent.
Click on the name of the campaign to see the complete overview.
If you scroll further down, you will see the Tracking Statistics in numerical and graphical formats.

Here is another way to view the real-time reports for the sent campaigns.

Go to “Campaigns > Stats.” Here, you will see the statistical reports for every campaign you have sent. You will also see some insights that will help you improve your future campaigns.

Conclusion

If your total email bounce rate (both soft and hard bounce) is less than 5% but more than 2%, then you can reduce it in no time by improving your practices. If it creeps past 5%, you will have to pay special attention to your email lists and other email campaign variables.

Also, even if you manage a bounce rate below 2%, you have to continue monitoring your analytics and list signups to ensure it doesn’t go up.

It is also important to note that a low bounce rate doesn’t necessarily mean a high open rate, CTR, and conversion. It just means your emails are reaching your subscriber’s inbox correctly.

We will soon discuss more on that as well. Meanwhile, if you have queries about bounce rate or other aspects of email marketing, feel free to contact our tech experts.

FAQs

1. Why is it important to reduce email bounce rate?

Reducing email bounce rate is important for several reasons:-

Deliverability
Sender
Reputation
Good Customer Engagement

2. What are some common reasons for email bounces?

Invalid email addresses
Recipient’s server blocked the email
Domain name doesn’t exist
Mailbox is full
Server issues
Triggering spam filters
Poor sender reputation

3. How can I reduce email bounce rate?

Step 1: Review .CSV files before importing contacts to remove extra information.

Step 2: Segment your list.

Step 3: Keep your email list clean.

Step 4: Send reengagement and promotional mails to contacts who haven’t purchased in a while.

Step 5: A/B test campaigns before sending.

Step 6: Remove inactive subscribers.

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