Would a company engaging in an e$-$mail marketing campaign want a higher bounce$-$back rate or a lower bounce$-$back rate?

a$.$

A higher bounce$-$back rate, as this would indicate that the site$$s customers were able and willing to offer instant feedback to queries from the site.

b$.$

A lower bounce$-$back rate, as this would show that customers were highly satisfied with the content of the e$-$mails.

c$.$

A lower bounce$-$back rate, since this metric refers to the percentage of e$-$mails that could not be delivered.

d$.$

A higher bounce$-$back rate, as this would mean the site was protected from the claims of counter$-$pirates.