Email Bounce Back

Bounce back refers to the emails that bounce because some of the email addresses in the list are no longer in use, or were unavailable at the time the email was sent. Ask list brokers about their bounce back rates and how they compensate for bad addresses. Typically email brokers will overblast, meaning they will send to more names than where originally purchased to make sure that at least that many go through. Depending on the list, overblast percentages tend to range from 1-10% of the number of names purchased.

Some email list brokers can track how many emails were viewed and clicked. View rates correspond to the number of emails that were actually looked at (although whether they were immediately deleted can't be known), click-through means that the recipient clicked a link in the email and visited a website. Some brokers will boast high click-through percentages but a 1-3% click through rate is considered successful. Some email campaigns boast 10-15% click through rates.

Another advantage of email marketing is how quickly your message can get in front of your market. Some list brokers can identify a list and get the email out within 2 to 3 business days. Of course, once the email is sent, responses can come in within minutes.