A solid email open rate is one of the first signs of success when sending an email marketing campaign. It shows that email subscribers are indeed engaging with a campaign that may have been weeks in the making. Consequently, a decline in open rates between campaigns or over time can be unnerving (to say the least). Let’s go over some of the more common reasons why open rates decline for email campaigns.
Email Deliverability Problems
Email Deliverability covers a wide range of subtopics, including authentication (SPF and/or DKIM setup) and spam traps (bad email addresses used to catch senders who don’t clean their lists or who purchase lists from 3rd parties). It is important to ensure you have good deliverability; otherwise, addressing the other reasons on this list will be a moot point.
“Deliverability Rates” provided by ESPs can be misleading. Often, this is a calculation of email addresses sent for a given campaign that simply didn’t bounce back. ISPs have several layers...