Email marketing is a powerful tool for engaging with your audience, but it can be disheartening to discover that some of your carefully crafted messages are bouncing back. Bounced emails occur when your email fails to reach the intended recipient's inbox due to various reasons, such as an invalid or non-existent email address, a full mailbox, or email server issues. In this comprehensive guide, we will delve into the world of bounced emails via Klaviyo, a popular email marketing platform. Join us as we explore the features and functionalities of Klaviyo, learn how to identify and handle bounced emails, and discover expert tips to optimize your email campaigns.

Understanding Bounced Emails and Klaviyo's Role

email bounces

When you send an email campaign through Klaviyo, the platform takes care of the delivery process, tracking the delivery status of each email. Klaviyo categorizes bounced emails into two types: "hard bounces" and "soft bounces."

  1. Hard Bounces: Hard bounces occur when an email is permanently rejected and cannot be delivered. This usually happens when an email address is invalid, non-existent, or blocked. Klaviyo automatically marks hard bounced email addresses as "invalid" and stops sending future emails to these addresses. Managing hard bounces is crucial for maintaining a clean and engaged email list.
  2. Soft Bounces: Soft bounces are temporary delivery failures caused by temporary issues, such as a full mailbox or a temporary server problem. Klaviyo continues to attempt delivery to soft bounced email addresses for a certain period. If an email continues to soft bounce repeatedly, Klaviyo may eventually mark it as a hard bounce. Properly managing soft bounces can help improve deliverability and maintain a healthy email list.

Identifying Bounced Emails in Klaviyo

bounce emails

Klaviyo provides robust features to help you identify bounced emails and take appropriate action. Here are some key functionalities within Klaviyo:

  1. Bounce Metrics: Klaviyo offers detailed bounce metrics, allowing you to monitor and analyze bounce rates for each campaign and individual email addresses. These metrics provide valuable insights into the health of your email list and the overall performance of your campaigns.
  2. Bounce Segmentation: You can segment your email list based on bounce types, such as hard bounces or soft bounces. This segmentation enables you to target specific groups and tailor your messaging accordingly. By understanding the reasons behind bounces, you can take proactive steps to rectify issues and improve email deliverability.
  3. Automation and Workflows: Klaviyo's automation and workflow capabilities empower you to create targeted campaigns based on bounce events. For example, you can set up automated workflows to send re-engagement emails to contacts who experienced soft bounces. By automating follow-up actions, you can nurture relationships with your audience and maintain a clean email list.

Best Practices for Handling Bounced Emails

  1. Regular List Maintenance: Regularly clean and maintain your email list to remove invalid or inactive email addresses. Klaviyo offers integration with email verification services that can help identify and remove invalid addresses. By keeping your list up to date, you can improve deliverability and engagement.
  2. Engage with Soft Bounces: Soft bounces provide an opportunity to re-engage with recipients who may be experiencing temporary issues. Create personalized re-engagement campaigns to encourage these contacts to update their information or resolve any deliverability problems.
  3. Monitor Deliverability Metrics: Pay close attention to your deliverability metrics, including bounce rates, open rates, and spam complaints. By monitoring these metrics, you can identify trends, address potential issues, and optimize your email campaigns for better performance.
  4. Implement Double Opt-In: Consider implementing a double opt-in process for new subscribers. Double opt-in requires users to confirm their email address after signing up, reducing the likelihood of invalid or mistyped email addresses entering your list.
  5. Maintain Sender Reputation: Maintaining a positive sender reputation is crucial for email deliverability. Avoid spammy practices, regularly monitor blacklists, and follow email marketing best practices to ensure your emails reach the inbox and avoid being flagged as spam.

Frequently Asked Questions

Q1: How can I prevent emails from bouncing in Klaviyo?

A1: To prevent emails from bouncing, ensure you have a clean and up-to-date email list, engage with soft bounces, monitor deliverability metrics, implement double opt-in, and maintain a positive sender reputation.

Q2: Can I re-send bounced emails in Klaviyo?

A2: Klaviyo automatically stops sending emails to addresses marked as hard bounces. However, you can engage with soft bounces by creating re-engagement campaigns and encouraging recipients to update their information.

Q3: How often should I clean my email list?

A3: Regularly clean your email list to remove invalid or inactive email addresses. The frequency depends on your email volume and engagement rates but aim for at least quarterly list cleaning.

Q4: Are there any recommended email verification services to integrate with Klaviyo?

A4: Klaviyo integrates with various email verification services such as ZeroBounce, BriteVerify, and Kickbox. These services can help you identify and remove invalid email addresses from your list.

Q5: What is a good bounce rate for email campaigns?

A5: An acceptable bounce rate is typically below 2%. If your bounce rate exceeds this threshold, it's essential to investigate and take necessary actions to improve deliverability.


Effectively managing bounced emails is crucial for maintaining a healthy email list, improving deliverability, and maximizing the performance of your email campaigns. Klaviyo provides robust features and functionalities to help you identify and handle bounced emails, segment your list, and automate follow-up actions. By implementing best practices such as regular list maintenance, engaging with soft bounces, and monitoring deliverability metrics, you can optimize your email marketing efforts and achieve higher engagement and conversions. Take control of bounced emails in Klaviyo and unlock the true potential of your email campaigns.