Whole glossary
Klaviyo glossary

Bounce rate

Definition

Bounce rate is the share of sent emails the recipient's server refused: non-existent address (hard bounce) or full inbox and temporary incidents (soft bounce). It is bounces divided by sends.

How it is computed, where to read it

A high rate almost always means a poorly maintained list: an old import, addresses typed at random, no cleaning. Inbox providers use it to judge the sender.

Klaviyo records bounces in the Bounced Email metric and automatically suppresses hard-bounced addresses.

KlaviBoard reads the bounce rate per account, per flow and per inbox provider, and alerts above 2%.

The threshold

Above 2% bounces on a send: KlaviBoard alert rule, whole account or a single flow.

Go further

See also

Spam complaint

A spam complaint is a recipient clicking "report as spam" in their inbox. The complaint rate is complaints divided by sends; it is the lowest and most serious deliverability threshold.

Unsubscribe rate

Unsubscribe rate is the share of a send's recipients who opt out after receiving it: unsubscribes divided by sends. It measures the gap between the message and what the list expected.

Reach rate by inbox provider

Reach rate is the share of an inbox provider's unique recipients (Gmail, Outlook, Yahoo…) who opened at least one message: unique opens divided by unique recipients, for that provider. It is used to spot a deliverability drop at a single provider.

These metrics, read continuously across all your accounts

KlaviBoard brings 3 to 20 Klaviyo accounts into one dashboard, compares every figure with the previous period and warns you when a threshold is crossed. The Free plan connects 3 accounts, no credit card.

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