{"id":22201,"date":"2022-10-14T00:00:00","date_gmt":"2022-10-14T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/melhore-sua-taxa-de-devolucao\/"},"modified":"2026-09-15T23:52:14","modified_gmt":"2026-09-15T23:52:14","slug":"melhore-sua-taxa-de-devolucao","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/melhore-sua-taxa-de-devolucao\/","title":{"rendered":"Melhore sua taxa de devolu\u00e7\u00e3o de e-mails: a mentalidade de entregabilidade"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Oh, the elusive email bounce rate, the bane of email marketers everywhere. Email marketing metrics like open rate, conversion rate, click-through rate, and engagement rate can reveal a lot about your email marketing strategy. So it\u2019s understandable that everyone is eager to crack the code of <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/email-bounces-what-to-do-about-them\/\" target=\"_tabs\" rel=\"noopener noreferrer\">email bounces<\/a> and lock down what the ideal rate should be for any given sender. After all, more bounces mean fewer emails in the inbox, which further means fewer of your intended recipients even get to read your email.<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-3129\"><p class=\"h5 m-0\" id=\"toc-title-3129\">\u00cdndice<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#whats-an-email-bounce-rate\">What\u2019s an email bounce rate?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#how-can-i-check-my-email-bounce-rate\">How can I check my email bounce rate?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#whats-a-good-email-bounce-rate\">What\u2019s a good email bounce rate?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#whats-the-bounce-rate-analysis-paralysis\">What\u2019s the bounce rate analysis paralysis?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">05<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#what-are-some-tips-to-reduce-my-bounce-rate\">What are some tips to reduce my bounce rate?<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_1-use-double-opt-in\">1. Use double opt-in<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_2-make-it-easy-to-unsubscribe\">2. Make it easy to unsubscribe<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_3-perform-email-validations\">3. Perform email validations<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_4-dont-forget-to-authenticate\">4. Don\u2019t forget to authenticate<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">06<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#change-your-mindset\">Change your mindset<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">07<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#time-to-bounce\">Time to bounce<\/a><\/div><\/div><\/nav>\n<p class=\"wp-block-paragraph\">We can talk endlessly about the differences between hard bounces and soft bounces, but it makes more sense to focus on your email deliverability strategy as a whole. So, let\u2019s zoom out and talk about what \u201cgood\u201d and \u201cbad\u201d bounce rates mean, and how you can reduce your bounce rate by optimizing your email program.<\/p>\n\n<h2 class=\"wp-block-heading\">What\u2019s an email bounce rate?<\/h2>\n\n<p class=\"wp-block-paragraph\"><b>Your email bounce rate is determined by the number of emails that are not delivered to your recipient\u2019s mail server versus the total number of emails sent.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">There are two types of email bounces:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/soft-bounces-mysteries-failures\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><b>Soft bounces<\/b><\/a>: Caused by temporary issues, outages or delivery failures that can resolve over a period of time.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/devolucoes-definitivas-barreira-fracasso\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><b>Hard bounces<\/b><\/a>: Permanent delivery failures because the recipient\u2019s email address isn\u2019t valid or the domain is unknown, etc. Too many email hard bounces can impact your email deliverability.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">A high bounce rate raises alarms, especially if it comes out of nowhere. Senders are left scrambling when they\u2019re hit with a sudden bounce rate increase, and will immediately start looking for the root cause.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Chances are, an unexpected email bounce rate increase is the result of some sort of outage<\/b> on the email service provider (ESP) or inbox service provider (ISP) side of things. Outages that affect your recipient\u2019s email server are out of your control, but the other culprits are things you can influence. Maybe something is off with your email list, or maybe your content is being spammed. A good place to start is to learn what your bounce rate is.<\/p>\n\n<h2 class=\"wp-block-heading\">How can I check my email bounce rate?<\/h2>\n\n<p class=\"wp-block-paragraph\">Your bounce rate is a way to gauge how many emails you can place into your recipient\u2019s inbox. Let\u2019s take a look at an example:<\/p>\n\n<p class=\"wp-block-paragraph\">Let\u2019s say you sent out 100 emails for your latest email campaign. Five of those emails bounced. Your email bounce rate is 5\/100, or 5%.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Check your bounce rate by using your ESP\u2019s <\/b><a href=\"https:\/\/documentation.mailgun.com\/en\/latest\/api-bounces.html\" target=\"_tabs\" rel=\"noopener noreferrer\"><b>logs and analytics<\/b><\/a><b> to see how many of your emails bounced<\/b>. From there you can delve deeper into reports and maybe even create some a\/b testing to improve your bounce rate.<\/p>\n\n<h2 class=\"wp-block-heading\">What\u2019s a good email bounce rate?<\/h2>\n\n<p class=\"wp-block-paragraph\">We get this question a lot, especially when it comes to email marketing campaigns. While your bounce rate is a good email marketing benchmark, we aren\u2019t huge fans of the terms \u201cacceptable bounce rate\u201d or \u201caverage email bounce rate\u201d.<\/p>\n\n<p class=\"wp-block-paragraph\">In an ideal world, bounces would only exist on trampolines, and your emails would deliver straight to your user\u2019s inbox every time. Unfortunately, that doesn\u2019t happen, and senders get stuck on statistics like a 2.1% bounce rate, wondering what went wrong. A 2.1% bounce rate arguably isn\u2019t that worse off than 2%. Sure, you want a low bounce rate, ideally under 2% as a standard, but to some senders, 2% is too high.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>People fixate too much on the bounce rate and not enough on their deliverability.<\/b><\/p>\n\n<h2 class=\"wp-block-heading\">What\u2019s the bounce rate analysis paralysis?<\/h2>\n\n<p class=\"wp-block-paragraph\">Getting bogged down in bounce rate metrics can distract you from your email deliverability. We\u2019ll bite and admit that, yes, decreasing your bounce rate would increase your chances of landing in the inbox, but \u2014 if you have them in place \u2014 <a href=\"https:\/\/documentation.mailgun.com\/en\/latest\/best_practices.html\" target=\"_tabs\" rel=\"noopener noreferrer\">email sending best practices<\/a> will do the heavy lifting for you.<\/p>\n\n<p class=\"wp-block-paragraph\">For example, when you improve your email lists by <a href=\"\/products\/inbox\/email-verification\/\" target=\"_tabs\" rel=\"noopener noreferrer\">cleaning them up<\/a> and using subscriber list generation methods that involve <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/evitar-e-mails-no-spam\/\" target=\"_tabs\" rel=\"noopener noreferrer\">double opt-ins<\/a>, you\u2019ll have a lower number of bounces because your contacts will be validated and your recipients will have actively chosen to receive your messages.<\/p>\n\n<p class=\"wp-block-paragraph\">Shifting the focus away from solving the bounce rate issue, and shining it on establishing a better sending practice, will allow you to build improved email campaigns that yield more pleasant metrics. If you create engaging content that resonates with your recipients, great analytics are bound to follow.<\/p>\n\n<h2 class=\"wp-block-heading\">What are some tips to reduce my bounce rate?<\/h2>\n\n<p class=\"wp-block-paragraph\">Remember, <b>the best way to reduce a high email bounce rate is to focus on improving your deliverability<\/b> and overall sender reputation and practices.<\/p>\n\n<p class=\"wp-block-paragraph\">Here are some best practices for you to reduce your email bounce rates:<\/p>\n\n<h3 class=\"wp-block-heading\">1. Use double opt-in<\/h3>\n\n<p class=\"wp-block-paragraph\">Check yourself before you wreck yourself! Better yet, have your customers do it for you. While it may seem counterintuitive to add another step to your customer\u2019s path to purchase, or an additional step to signup forms for new subscribers, giving your users a chance to verify their intentions with a <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/duplo-opt-in-com-php-mailgun\/\" target=\"_tabs\" rel=\"noopener noreferrer\">double opt-in<\/a> (usually with a confirmation email) can help reduce bounce rates but also increase open rates.<\/p>\n\n<h3 class=\"wp-block-heading\">2. Make it easy to unsubscribe<\/h3>\n\n<p class=\"wp-block-paragraph\">It\u2019s always sad to wave goodbye, but like in a relationship, sometimes it\u2019s just time to let your subscribers go. Make it easy for them to opt out of your emails by adding a clear unsubscribe option to your email templates. Otherwise, your subscribers may mark your messages as spam. Too many spam or abuse complaints spell disaster for your email deliverability. In a best-case scenario, you land in the spam folder. In a worst-case scenario, you <a href=\"https:\/\/help.mailgun.com\/hc\/en-us\/articles\/115005365027-What-Is-a-Blocklist-\" target=\"_tabs\" rel=\"noopener noreferrer\">end up on a blocklist<\/a> which increases your bounce rate.<\/p>\n\n<h3 class=\"wp-block-heading\">3. Perform email validations<\/h3>\n\n<p class=\"wp-block-paragraph\">Keep it clean. A key strategy to keep your email list clean is to perform regular email verifications. Catch and remove disengaged users, invalid email addresses, and spam traps from your email list before your emails bounce. Check out Mailgun\u2019s <a href=\"\/products\/inbox\/email-verification\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Email validation Service<\/a> to streamline your workflow. Maintain a clean email list filled with valid email addresses from users who want to receive your emails.<\/p>\n\n<h3 class=\"wp-block-heading\">4. Don\u2019t forget to authenticate<\/h3>\n\n<p class=\"wp-block-paragraph\">Is it really you? You need more than a great email subject line to get into your reader\u2019s inbox. You need to prove you are who you say you are. Remember to set up your authentication records, including SPF, DKIM, DMARC, and BIMI. These email authentication protocols tell ISPs that the emails coming from your email domain name are actually sent by you. This helps ISPs trust you and decide to place your email messages in your reader\u2019s inbox.<\/p>\n\n<h2 class=\"wp-block-heading\">Change your mindset<\/h2>\n\n<p class=\"wp-block-paragraph\">Focusing less on a high bounce rate can be a challenge \u2013 especially if that\u2019s been one of your more important metrics over time. A good way to make this change is to audit your email program.<\/p>\n\n<p class=\"wp-block-paragraph\">When was the last time you cleaned your mailing list? Have you <a href=\"https:\/\/documentation.mailgun.com\/en\/latest\/user_manual.html#verifying-your-domain\" target=\"_tabs\" rel=\"noopener noreferrer\">authenticated everything<\/a> to avoid hitting spam filters? Are the file sizes reasonable? These are just some questions to get you started, but they\u2019ll quickly relieve some of your bounce rate woes.<\/p>\n\n<p class=\"wp-block-paragraph\">We hope these best practices help clean up your sender reputation and increase your email delivery rate. More deliveries and better deliverability will mitigate your bounce rate problem in no time, and you\u2019ll spend less time hunched over the analytics page with your hands on your head.<\/p>\n\n<h2 class=\"wp-block-heading\">Time to bounce<\/h2>\n\n<p class=\"wp-block-paragraph\">Time for <i>us<\/i> to bounce\u2026 not your emails. Remember, it\u2019s better to focus on deliverability as a whole rather than get lost in the particulars of bounce rate metrics.<\/p>\n\n<p class=\"wp-block-paragraph\">Deliverability is a smorgasbord of metrics and strategies, and bounce rates are just one slice of the pie. Ready to start sending? Let Mailgun help you keep your deliverability up with our <a href=\"https:\/\/www.mailgun.com\/pt\/products\/inbox\/inbox-placement\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Inbox Placement<\/a> suite of deliverability tools.<\/p>\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\" aria-labelledby=\"banner-block-block_d7ea035a3124d3acac55451f2eb6f8b6\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Learn about our Deliverability Services            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_d7ea035a3124d3acac55451f2eb6f8b6\">\r\n                Deliverability Services            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">Looking to send a high volume of emails? Our email experts can supercharge your email performance. See how we&#x27;ve helped companies like Lyft, Shopify, Github increase their email delivery rates to an average of 97%.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/www.mailgun.com\/pt\/solutions\/servicos-de-entregabilidade-lp\/\"  class=\"btn btn-secondary\" >Learn more<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>No mundo do marketing, as m\u00e9tricas s\u00e3o soberanas, e todo mundo quer descobrir o segredo das devolu\u00e7\u00f5es de e-mail e definir qual deve ser a taxa ideal para qualquer remetente. Acontece que o segredo para reduzir as taxas de devolu\u00e7\u00e3o est\u00e1 na entregabilidade. Ainda n\u00e3o se convenceu? Vamos fazer voc\u00ea mudar de ideia.<\/p>\n","protected":false},"author":21,"featured_media":4376,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[21],"class_list":["post-22201","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-deliverability"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Boas estrat\u00e9gias de entregabilidade melhoram sua taxa de devolu\u00e7\u00e3o de e-mail - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Como voc\u00ea pode consertar uma alta taxa de devolu\u00e7\u00e3o de e-mail? A resposta vai al\u00e9m das m\u00e9tricas. Entregabilidade gera resultados, e a Mailgun tem as ferramentas para transformar suas m\u00e9tricas.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/melhore-sua-taxa-de-devolucao\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Boas estrat\u00e9gias de entregabilidade melhoram sua taxa de devolu\u00e7\u00e3o de e-mail - Transactional Email API Service For Developers | Mailgun\" \/>\n<meta property=\"og:description\" content=\"Como voc\u00ea pode consertar uma alta taxa de devolu\u00e7\u00e3o de e-mail? A resposta vai al\u00e9m das m\u00e9tricas. 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