Noticed I am getting 13% Bounce Rate in Abandonment Flow.. Any solutions?

Hi ​@Kylentin83,

That does seem like a relatively high bounce rate. We’ll first want to figure out why these bounces are happening. I recommend viewing the recipient activity for the emails in your flow, and taking a look at the “Bounced” tab. Are you seeing the same, or a very similar bounced reason consistently? That’ll help us figure out why these emails are bouncing. The Bounce details page in the deliverability tab can provide some clues as well.

I’d temporarily restrict this flow to subscribed profiles, by adding the profile filter “Person can receive email marketing because person subscribed.” While this will result in fewer people receiving the flow message, it ensures that the emails will only send to those who have explicitly consented to email marketing in the past. You can also experiment with the filter “Person has opened email at least once over all time”, so the flow only sends to those who have a proven track record of opening emails. Note that this change does not need to be forever, but I’d recommend it temporarily, at least until your bounce rate decreases, or you learn more about the reason for these bounces.

If you’d like, let me know the bounce reasons you’re seeing once you look into it, and I’ll be able to provide some more info on why you’re getting these bounces, and how to deal with them.

A 13% bounce rate on a browse abandonment flow is definitely high, especially if campaigns aren’t showing the same issue.

One thing worth checking is where those profiles are coming from, particularly if you’re capturing traffic from Facebook/paid social or browser-based signups. We’ve seen cases where profiles are technically “valid” at signup, but later become unreachable for reasons like inboxes disabled, abandoned accounts, or cached browser emails that never actually receive mail. These often show up as soft bounces inside flows.

What’s helped us in similar situations is adding real-time + ongoing email validation rather than relying purely on initial list hygiene. From the app section we added Mail Ward to continuously checks whether profiles can still receive email and suppresses them automatically before they keep triggering bounces. Cleaning these up usually brings bounce rates down quickly and protects overall deliverability scores.

So my recommendation would be reviewing the signup sources feeding that flow and adding an extra validation layer there.