What are the challenges with email deliverability when switching to Hubspot from SFMC?
Summary
What email marketers say9Marketer opinions
Email marketer from Sendinblue explains that ISPs consider engagement metrics like open rates, click-through rates, and complaint rates. Low engagement and high complaint rates can harm your deliverability.
Email marketer from Reddit shares that deliverability problems can arise from inconsistent sending volumes. Sudden spikes or drops in email volume can trigger spam filters and negatively impact your sender reputation.
Email marketer from Mailjet shares that maintaining a clean email list is vital. Regularly remove inactive subscribers and those who have unsubscribed to improve your sender reputation and deliverability.
Email marketer from EmailGeeks forum responds that it is important to gradually warm up your IP address to establish a good sending reputation with ISPs. Start with small volumes and increase over time.
Email marketer from GlockApps explains that monitoring your IP address and domain for blacklisting is crucial. Being blacklisted can severely impact your deliverability.
Email marketer from Neil Patel explains that warming up your IP address is crucial. Start by sending emails to your most engaged subscribers and gradually increase the volume. This helps build a positive sender reputation with ISPs.
Email marketer from Campaign Monitor shares that using double opt-in ensures that subscribers have explicitly confirmed their consent to receive emails, which can improve your deliverability and sender reputation.
Email marketer from Litmus shares that previewing emails across different email clients and devices is essential. Ensure your emails render correctly to avoid deliverability issues caused by broken code or poor formatting.
Email marketer from Gmass explains that it is important to avoid spam trigger words. Certain words and phrases are more likely to trigger spam filters and prevent your emails from reaching the inbox.
What the experts say6Expert opinions
Expert from Spam Resource explains that one of the main challenges when switching ESPs is maintaining IP address reputation. A new IP needs to be 'warmed up' to build a good reputation with ISPs, and a sudden change can trigger spam filters.
Expert from Email Geeks shares that the changes in opens may be due to a change in reporting, not any actual change in how many images are being loaded. Also, noticed that there seems to be a drop in pre-fetching at Google domains when senders move platforms. The best theory is that if you change things, Google puts you in a 'new sender' category and won't necessarily pre-fetch images for A While. This will lower reported open rates, but is all an artifact.
Expert from Email Geeks explains that if your volume of cold leads is 10 - 20% of the total volume on that domain (subdomains or not) you're likely going to have delivery problems.
Expert from Word to the Wise responds that problems can arise during the domain authentication process of any ESP migration. Making sure SPF/DKIM and DMARC are set up correctly on a new ESP is crucial to ensuring deliverability and avoiding ending up in spam folders.
Expert from Email Geeks explains that when you're new to a platform, it is usually up to you to make sure all authentication and other configuration bits are set correctly, and then that you warm up your new IP or domain as appropriate to build up that good reputation. It is almost always the case that the new platform will have lower opens than the old one; and deliverability issues overall are almost never the fault of the platform itself.
Expert from Email Geeks explains that have you changed your authentication? There were some cases aware of where folks were relying on the SFMC / exacttarget DKIM signature / SPF authentication. If you moved to your own domain at Hubspot, that may have changed your delivery, particularly if you didn't go through any warmup / transition period. This may resolve itself over time as your good reputation reasserts itself.
What the documentation says4Technical articles
Documentation from DMARC.org explains that implementing a DMARC policy helps protect your domain from email spoofing and phishing attacks, which can improve your sender reputation and deliverability.
Documentation from SparkPost explains that your sender reputation is based on your sending history, including bounce rates, spam complaints, and engagement metrics. A poor sender reputation can result in emails being filtered as spam.
Documentation from RFC explains that SPF records specify which mail servers are authorized to send emails on behalf of your domain. Incorrectly configured SPF records can lead to deliverability issues.
Documentation from HubSpot explains that setting up email authentication (SPF, DKIM, DMARC) is essential for proving that your emails are legitimate and not spam. Incorrect authentication can lead to deliverability issues.