The bounce rate is a key figure from the field of web marketing and e-mail marketing. On the web it shows how many visitors have opened a page and then immediately left it without clicking on anything else or jumping to another subpage. A high bounce rate results in a low coversion rate, because visitors leave the page quickly and hardly anyone looks at the content of the page, therefore can neither react to offers nor make contact.
In the case of e-mails, the bounce rate stands for the mails that could not be delivered to recipients. A high bounce rate shows that you should urgently update your recipient list. In the case of current recipient lists, where opt-in has been used to ensure that the recipients have given their consent, there may also be technical reasons for a high bounce rate.