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Complaints, bounces, and unsubscribes all indicate the health and overall quality of your list. They are a direct representation of how happy your recipients are in receiving your emails and affect your Sender's Reputation.
If you regularly send engaging content to a list of people who are waiting to open your email, these numbers should be 0 (or very close to it). Each complaint or hard bounce you generate is a mark against you.
A “hard” bounce: the address no longer exists (worse, maybe it never existed... Did you send a confirmation email?) . If not addressed, these can have dramatic consequences to your account, sometimes going as far as getting it suspended. As a result, all hard bounces will be removed from the list.
A “soft” bounce: the email is currently not available for a “temporary” reason. If there are 4 soft bounces on a single email address, the email address will be automatically removed from the list. Note: Your reports will provide you with very detailed information about the bounces on your emails, including several different types of bounces not listed above.
Why are emails removed from the list?
To avoid potential SPAM complaints. It will also help in regards to future email statistics.
Total bounces / Total number of people you sent your email to
0% - 1%
Should always be less than 5%
Total number of unsubscribes / Total number of people email was sent to
Total number of complaints / Total number of emails sent to specific internet service providers
As soon as someone marks you as spam, they are definitively removed from the list.
0% - 0.1 %
Keep in mind that ISPs look at these numbers too. If you have consistently mid to critical bounce/spam levels it is only a matter of time before your emails get sent to a recipient's junk folder and/or get blocked permanently.