A few years ago I came across some statistics in DM News that puzzled me. They shared some numbers on email bounce rates, courtesy of MailerMailer. But they did so without explanation. I jotted them down for future consideration.
They noted that when delivering an email message to our listless than once a month, the bounce rate is 5 percent. However, when sending an email message at least daily, the bounce rate drops to 0.4 percent.
When it comes to random statistics we need to be careful about how we react. If we jump to unwarranted conclusions, we could end up making bad decisions. The truth is that some reporters don’t understand math, and they present statistics out of context—or out of ignorance.
In this case, the numbers seem to imply that mailings that are more frequent enjoy a lower bounce rate. However, this may be a bad assumption. Is the bounce rate per month or per email?
I suspect it is per email. So, if you send one email message per day for a month, the compounded monthly bounce rate becomes 12.4 percent. This is much higher than when sending only one email a month.
What might be the cause of this? I’m not sure, but I do know that less frequent is better, which is why I am careful not to email my lists too often. Once a month is my goal and certainly not more than once a week. I think this is key to building an audience.
Plus less frequent emailing minimizes the chance of irritating readers. I prefer my audience to look forward to receiving my message, not dread it.