Complaints, bounces, and unsubscribes all indicate the health and overall quality of a list. They are not only a direct representation of how happy your recipients are in receiving your emails, but they serve as a “report card” for your email marketing practices as a whole.
If engaging content is sent regularly to a list of people who are waiting to open the email, these numbers should be 0 (or very close to it). Each complaint or hard bounce generated is a mark against the account. If someone unsubscribes from a list, they are indicating to a sender that the email sent are no longer of any interest to them.
This is how we monitor your account:
- Expected results: 0.10%
- Should never exceed: 0.25%
- Hard bounces should never exceed 5%
- Expected results: 0% – 1%
- Should never exceed: 5%
- Unsubscribes should never exceed 1%
Campaigns will be marked with either yellow or red under the Campaigns tab, indicating you that levels are increasing. Yellow indicates a moderate bounce/spam rate level, while red indicates you are at a critical level.
Keep in mind that ISPs look at these numbers too. If nothing is done and this trend continues, it is only a matter of time before your emails get sent to a recipient’s junk folder and/or blocked permanently rather than to their inboxes.