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All Articles 10 Tips to Keep Your Email Bounce Rate Low

10 Tips to Keep Your Email Bounce Rate Low

A home office with a bounce rate graphic on a computer monitor.

It's no secret that email marketing is one of the most effective ways to reach your customers and grow your business, but did you know that if your emails are sent to spam folders instead of people's inboxes, they're unlikely to ever be seen?

Not only is it a waste of time and money to send emails that never make it to their destination, but you're also at risk of damaging your reputation as a sender.

Luckily, there are steps you can take to ensure that your emails are delivered straight to people's inboxes. In this article, we'll outline best practices for avoiding spam filters and getting the highest possible open rates.

1. Use a professional email service provider

By utilizing a professional email service provider (ESP) like Maildroppa, you can ensure that your emails are delivered to your recipients' inboxes. You should also make sure that your ESP is compliant with all necessary regulations and has a good reputation among other users.

If you're using Maildroppa, you'll have access to a range of features that will help make sure your emails stay out of the spam folder. These include email list validation and real-time bounce handling to ensure that your emails are compliant and that your contacts are actively interested in hearing from you.

2. Keep your email list up-to-date

Make sure that your email list is up-to-date and that it includes only valid and active email addresses because sending emails to invalid or outdated addresses can hurt your reputation as a sender.

You should also consider segmenting your list into different groups based on their interests, so you can send more targeted emails to each group. For example, you might have a group for customers who have purchased a certain product, or another group for people who have signed up for your newsletter.

3. Use double opt-in confirmation

When someone signs up to receive emails from you, make sure that they confirm their subscription through a process called double opt-in. This will help ensure that only people who want to hear from you are added to your list and it's also something that's required by European Law.

If you're using Maildroppa, then you don't have to worry about double opt-in because we will automatically send out a double opt-in confirmation when someone signs up to your email list.

Use double opt-in

4. Don't use purchased or rented lists

Purchased or rented email lists are usually outdated, full of invalid addresses, and very likely to be flagged as spam. Not only is this a waste of time and money that can hurt your sender reputation, but it's against privacy laws in many countries, so it's best to avoid them altogether.

Instead, create your own list by promoting your email sign-up form on social media, your website, or in-store.

5. Use clear sender names and subject lines

Make sure that the name you use as the sender is recognizable to your recipients so they don't confuse it with a scammer or spammer. It should be clearly identifiable as coming from you or your company and not a generic one like “noreply” or “no reply”.

Your subject line should also be descriptive and relevant, but you should avoid using words or phrases that are commonly associated with spam messages such as “guaranteed”, “special offer” and “click here”.

You're legally required to include an unsubscribe link in each email you send out, and it should be clear and easy for recipients to find. This will make sure that people who no longer want to receive emails from you can opt out easily.

In Maildroppa, we automatically provide an unsubscribe link in each email to make sure that your emails are compliant with laws such as the CAN-SPAM Act in the United States and GDPR in Europe.

7. Avoid spammy words and phrases

Spam filters can detect certain words and phrases that are commonly used in spam emails, such as “urgent”, “buy now”, or “free”. You should not only avoid using these words in the body of your email but also your subject lines. Some other common words to avoid include:

  • Discount
  • Sale
  • Cash Bonus
  • Earn Money
  • Lose Weight
  • Guaranteed
  • Promo Code
  • Free Shipping
  • Offer Expires Soon
  • This is not spam

8. Clean and update your list regularly

You should regularly go through your list to remove invalid email addresses, people who have unsubscribed,or those who haven't opened any of your emails in a while. This will not only help your sender reputation and reduce your bounce rate but potentially strengthen your open and click-through rates.

By keeping your list clean, you can focus on sending emails to people who are actively interested in hearing from you which will improve your email performance, and maximize the return on your email marketing investment.

9. Monitor your email metrics

Staying on top of your analytics is key. Email metrics such as open rates, click-through rates, and bounce rates, will give you a better understanding of how your emails are performing and whether they are landing in the inbox or being flagged as spam.

At Maildroppa, we provide detailed metrics and reports that allow you to quickly view your deliverability rate, measure engagement, and get insights into how effective your email marketing campaigns are.

9. Monitor your email metrics

You should use this data to improve your email marketing strategy. By analyzing the metrics you can ensure that your emails are reaching the right people, optimize them for better performance, and reduce the risk of landing in the spam folder.

10. Use a spam checker to test emails before sending

Before you send out any email campaigns, it's important to use a spam checker tool to ensure that your email isn't flagged as spam. The tool will scan your email message and check it for any words, phrases, or HTML formatting that are commonly associated with spam messages.

At Maildroppa, we have built-in tools that allow you to quickly test your emails before sending them out to make sure they land in the inbox. You can also use services like Mail-Tester or Glockapps to test your emails for any potential problems.


To ensure that your emails are delivered to your recipients' inboxes and don't get flagged as spam, it's important to follow some best practices.

These include using a professional email service provider, maintaining an up-to-date and valid email list, double opt-ins, avoiding purchased or rented lists, clear sender names and subject lines, including an unsubscribe link in each email, avoiding spammy words and phrases in the subject lines and email body, regularly cleaning and updating your list, monitoring email metrics, and using a spam checker to test emails before sending.

Following these steps will help you to protect your sender reputation, improve email deliverability, and ensure that your emails are landing in the right inboxes. By investing time in creating a list of engaged subscribers, following these best practices and using the right tools, you will be able to maximize the success of your email marketing campaigns.