Avoiding The Bounce Back: The Importance Of Cleaning Email Lists For Deliverability
Last week, I wrote about the unfortunately-booming undelivered email industry, which is costing businesses nearly $60 billion annually.
A new Selzy study of billions of emails sent since 2020 only reiterates the need for cleaning address lists and paying attention to deliverability.
“Email is still the top choice for outbound messaging with an 80% dominance rate and is getting bigger every year (+15% last year), even though open rates have gone down a little,” the report says, pointing to 8.6% drop from 2020 that’s actually gone up 17.8% between 2021 and 2024. “Notably, media and publishing saw a big growth (60.8%) after a drop in 2021.”
Media and publishing’s average bounce rate (1.96%) fell just below the 1.98% average, though, as an industry, it had the fourth-highest rate behind marketing (3.21%), tourism and travel (2.73%) and agencies/consulting (2.37%).
(Source: Selzy)
When comparing soft bounces — which occur because of temporary problems like server issues and inactivity as opposed to the permanent problems of invalid addresses and domains that cause hard bounces — against overall bounce rates, marketing, e-commerce, and media / publishing had the highest rates of soft bounces, in part because “Industries that are stricter about keeping their lists clean might have lower overall bounce rates, with soft bounces being more likely to happen because of temporary problems.”
The study says, overall, the average deliverability rate has gone up from 94.26% in 2020 to 96.43% last year, with an average click-through-rate (CTR) of 2.14% across all industries.
“Media and publishing is in the lead for CTR across industries with an average of 4.22%, followed by nonprofits with 3.33%,” the report says. “Marketing and e-commerce have the lowest CTR averages of 1.61% and 1.99% consistently.”
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