In email marketing, what does the term 'bounce rate' generally refer to?

The term 'bounce rate' in email marketing specifically refers to the percentage of emails that cannot be delivered to the recipient's inbox. This can happen for various reasons, such as invalid email addresses or issues with the recipient's email server. A high bounce rate indicates problems with the email list quality, which can affect overall campaign performance and sender reputation.

Understanding bounce rate is crucial for marketers, as it helps in evaluating the effectiveness of their email campaigns and the health of their subscriber list. Addressing bounces by cleaning the email list regularly or ensuring that data collection methods are sound can lead to more successful email marketing efforts.