Do you know what to do if your bounce rate just SPIKES out of nowhere? One of our clients had a 20% bounce rate inside their welcome flow. Not 2%. Not 5%. TWENTY PERCENT.
OH SH*T.
The weird thing was, nothing changed. One day, they just had a MASSIVE spike that went on for a few days and didn’t stop or slow down.
What was this? Where did it come from?
The answer: Spam bots.
A MAJOR pain. They sign up with fake or inactive email addresses.
They had gotten into the list without a clear way of removing them.
Real-looking signups, fake addresses, and every one of them pulling their domain reputation in the wrong direction.
We had a few tricks up our sleeve to stop the bounces, but no way of stopping them from signing up or removing them from our email list without having to endure the 7 bounce minimum to suppress the profiles.
That's the thing about bad list data. It doesn't announce itself.
It just quietly costs you, send after send, while you're busy testing subject lines and tweaking your abandon cart sequence, thinking that's where the problem is.
Inbox placement doesn't fall off a cliff. It erodes.
Slowly, then all at once.
The client now sits between a 0.2%-0.5% bounce rate now, but getting there wasn't a one-time cleanup. It became a system.
Here's what most brands are missing: your list isn't just a channel, it's the foundation everything else sits on.
Every campaign you send, every flow you build, every A/B test you run is being executed on top of that data. If the data is dirty, the results are lying to you.
On June 18th at 1PM EST, I'm going live with Brian Minick, COO at ZeroBounce, and Nicole Daly, Product Partnership Manager at Klaviyo to break down exactly how this happens, what it's actually costing brands our size, and the system we use to fix it permanently.
We're going to cover:
✅ How list decay works and why it's inevitable if you're not actively managing it
✅ What bad data does to your inbox placement in ways you can't see inside Klaviyo
✅ The ZeroBounce and Klaviyo integration that makes this an automated process instead of a quarterly panic
✅ Our personal case study of what drew us to use ZeroBounce in the first place
If your open rates have softened, your revenue per send has dropped, or you've had any deliverability issues in the last 90 days, this is the hour that pays for itself.
— Anthony