One of the most frequent, panicked questions I get from clients are:
My open rates are down! Did something happen?!
Mayyyyyyybeeee. Here are seven reasons your open rate may be lower than usual, in order of most common to more rare examples:
A word of caution: The chase for higher open rates may be appealing, but beware. You can easily achieve an open rate of 100 percent by sending your email to your single most engaged user, but the end of the day, it would only result in 1 open. Lower open rates aren’t necessarily a bad thing, especially if your revenue and ROI increases. This can happen in scenario 1 (above) where your open rates decline, but the total number of opens, clicks, conversions, and/or revenue are higher due to the sheer increase in email volume being sent out. This may be a worthwhile risk if you can balance the risk between maximizing your revenue and managing your email reputation.
If you can think of other reasons that open rates may be negatively impacted, please leave them in the comments!
*Note #4 and #5 can be monitored with our Inbox Monitor and Reputation Monitor tools. I’ve personally seen one mailbox provider process a 24-hour flash sale over 60 hours. This throttling alone severely impacted the open rate.