If your email makes it into the inboxes of 100 people and 10 people click on a link within your email, you have a 10% click-through rate.
Why do we use the number of emails delivered rather than the number of emails sent?
Bounces. The enemy of email marketers everywhere.
In a perfect world, every email would have 100% deliverability. In reality, email marketers have to deal with hard bounces and soft bounces:
- Hard bounces happen when the recipient's mail server rejects your email. This could be because the email address is invalid or the domain name doesn't exist.
- Soft bounces mean there's a temporary problem with the email address or the recipient's email server. Even if you send your email to a valid email address, the message could bounce if the recipient's mailbox is full.
There are a lot of reasons for a high bounce rate, but the two most common are:
- Would-be subscribers are giving you fake email addresses
- You're not regularly cleaning your email list, so you have a bunch of unengaged contacts