Top 5 Reasons Why Your Email Open Rates May Be Falling

Top 5 Reasons Why Your Email Open Rates May Be Falling

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...
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Two Views That Undermine a Healthy Email Testing Strategy

Two Views That Undermine a Healthy Email Testing Strategy

I’ve been working in email marketing for many years now, on both the client and agency sides. In both situations, I’ve gone head-to-head with two types of attitudes that can be destructive to a healthy email testing philosophy: “We’ve tried that before and it didn’t work.” “We’ve always done it that way.” These sayings demonstrate an attitude that can undermine the growth and optimization of any email program. “We’ve tried that before and it didn’t work.” Yes, I’m an advocate for learning from your mistakes and not repeating them. That being said, times change and sometimes those strategies and tactics that didn’t work in the past may prove fruitful in the present. When faced with this attitude, start by clarifying what was done in the past, and how it was measured. How do you quantify/qualify what “it didn’t work” means? What did you test? What was your goal? What did you measure and how? Did you ever retest? Where is the data that shows...
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The Future Of Your Email Program Has Already Begun

The Future Of Your Email Program Has Already Begun

What is my open rate now? What is my CTR now? What are my current engagement rates? How does it compare to last year? Are we above or below industry averages? What is our revenue now compared to last year?  The list can go on and on.  We are a society who has now been trained to finding out what is happening now and comparing it to the past.  We want the information at our fingertips and we ride the information wave as quickly and painlessly as we can.  The same goes for email programs.  Organizations want revenue now.  They want list growth immediately and they want to send as many emails now to their user base for fear that they will miss the opportunity to tell their subscribers their latest and greatest thing. What about the future? The hardest and most rewarding thing about running an email program is not only planning for the future, but executing on it.  Its...
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