Every couple of weeks, someone in the community asks some variation of "is my bounce rate normal?" or "what should my bounce rate be?" If you Google "what's a good bounce rate" right now, here's what you'll get:
One article says under 2%
Another says 3–5% is average
Another says over 5% is a red flag
Constant Contact's own data shows the average bounce rate across users is 10.09%
Hot take: The only bounce rate benchmark that actually helps you is your own.
When it comes to email marketing, don't fall into the trap of comparing your metrics to industry averages. Just as in life you shouldn't compare yourself to others, you should apply that same mindset to your email performance. Instead of chasing external benchmarks, focus on comparing your current results to your own data; your list, your industry, and your sending habits make your own trends the only meaningful metric that matters.
What we want to know
What's your bounce rate baseline?
Do you pay attention to industry benchmarks, or do you track against yourself?
If your bounce rate has climbed in the last 6 months — what did you figure out was causing it?
