How to Keep Your Amazon SES Bounce Rate Below 5%?

How to Keep Your Amazon SES Bounce Rate Below 5%?

Posted by

Amazon SES (Simple Email Service) is a platform for any business to contact their customers via email. No matter what size your business is, this cloud-based service works great for sending notification, transactional, and marketing emails.

The goal of any email marketing campaign is to pass some vital information to the customers. But when you receive a high bounce rate, the goal shrinks as your sender reputation suffers.

This means you’ll start receiving complaints from the email service, due to their strict rules against spammers. Since they treat reputation with peak sensitivity, it’s always best to verify your email list before using Amazon SES.

Moving on, AWS Messaging & Targeting Blog recommends a hard bounce rate that’s below 5%. If any marketing campaign fails to keep it below 5%, they may receive notification from Amazon, and service interruptions are sure to follow. Plus, that account will be placed under review.

That’s why you need to keep your bounce rate at a minimum. Rates of 2% or less often show the best results, while 5% and above harm the success of your marketing campaigns.

So, keep reading if you’re an Amazon SES user in search of a simple solution for a high bounce rate.


What is an email bounce?

An email bounce is an email that can’t be delivered to an address and gets bounced back by the recipient mail server. When it reaches the sender’s inbox, details about the rejection might also be included.

Now, email bounce rates come in two types:
1. Soft Bounce Email
2. Hard Bounce Email

What is a Soft Bounce Email?

Soft bounce

When an email gets bounced due to a temporary delivery failure (e.g., full email inbox, message size too large, and short-term server issues).

Note that a soft bounce doesn’t indicate that an email address isn’t valid or active.

What is a Hard Bounce in Email?

Hard bounce

When an email gets bounced due to a permanent delivery failure. Mostly because of a non-existing email address or domain name.

What is Bounce Rate?

A bounce rate is the percentage of email addresses in your list that didn’t receive your email. Mainly because the recipient mail server returns it.

Imagine you have an email list of 2,000 addresses. You send an email to all addresses, but 100 bounces back to your inbox. Your rate here is 5%.

A bounce rate of 5% or greater is considered high. It is a sign that something is wrong with your email marketing strategy. This can undermine your sender reputation, and eventually mark you as a spammer and get your IP address blocked by ISPs.

A 0% bounce rate is preferable but impossible to achieve. For best results, aim to keep your bounce rate around 2%. 


What Does Amazon SES Say Regarding Bounce Rate?

Amazon SES watches hard bounces closely. They start complaining when the rate is above 5%, and any rate greater than 10% might disable your account from sending emails. Apart from this probation, they might suspend your account.

If you’re interested, here are detailed steps on how to monitor bounces using Amazon SES notifications.

What is the Best Email Sending Practices to Improve Results?

With bounce rates, sender reputation, email deliverability, and spam filters in mind, here are some of the best practices you should follow:

  • Refrain from buying, renting, or scraping an email list. It could contain inactive addresses, thereby increasing the bounce rate of your Amazon SES campaign.
  • Always use double opt-in. It requires two-way confirmation before any email account is added to your mailing list. A confirmation email will be sent to the submitted email account. This will ensure you are sending emails to people who really want your emails and the chances of being spam and email bounce is very low
  • Remove subscribers who are not interested in your business or product.
  • Remove addresses that have already bounced back an email message.
  • Always use a bulk email validation service to tidy up your list. Amazon SES recommends starting your marketing campaign only after your mailing list has been verified with an email verification tool.

How Can MyEmailVerifier Reduce Bounce Rates?

MyEmailVerifier is a bulk email verification service with excellent accuracy and great support. It lowers bounce rates by cleaning your email lists and removing spam traps, toxic domains, role-based, invalid, disposable, and other junk email addresses.

With this validation tool, you can submit a clean and updated email list to Amazon SES for your marketing campaigns. Enjoy zero risks of account suspension.

Refer to this guide on How MyEmailVerifier works?


How Can MyEmailVerifier Lower Bounce Rates Cause by Yahoo/AOL Emails?

Not long ago, Amazon SES blocked several accounts because their campaigns attracted high bounce rates. A recent report found the culprit—that Yahoo and AOL delete email accounts that have been inactive for a year.

Now imagine you have such addresses on your email list. Obviously, the hard bounce rate will rise. Don’t fret, though. MyEmailVerifier offers an easy way to identify and remove inactive Yahoo/AOL emails.

If you’re curious about how it works, give MyEmailVerifier a try now! Sign up today to enjoy 100 free email verification credits. No funny business.

Summing Up

Verifying your email list is the first step to maintaining a low bounce rate. It’s an easy, efficient way to make your list come to life, and it’s that life that is important in terms of your marketing campaigns.

By detecting and fixing any issues that can hinder your email deliverability, MyEmailVerifier is here to put your campaigns on track—even before they start.

We’re primed to put your mind at rest—  minimum risks of getting suspended or marked as a spammer.

With 100 free credits at your disposal, give our Email Verification Service a try before making a decision.

(Visited 1,507 times, 1 visits today)

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.