Why have email open and CTR rates decreased after switching to Omnisend and emails are going to spam?
Summary
What email marketers say11Marketer opinions
Email marketer from HubSpot explains that having a dedicated IP could impact delivery as it is 'cold' and needs to be warmed up. Conversely they suggest that if you have a shared IP then another user could have damaged the reputation which is now hurting the sender.
Email marketer from EmailVendorSelection.com responds that an improper IP warmup can lead to deliverability issues. Gradually increasing sending volume and monitoring engagement metrics are essential to establish a positive sender reputation with the new ESP.
Email marketer from Email Geeks shares that if the sender changed a lot (domains, IPs, etc.) and didn't do a proper cut-over/warmup, then that might contribute to the low open and CTR rates.
Email marketer from Gmass shares that sending too many emails too quickly after migrating to a new ESP can trigger spam filters. Gradually increasing sending volume allows you to build a positive sending reputation with the new ESP.
Email marketer from Quora shares that using spam trigger words or phrases in your email content can cause emails to be filtered as spam. Reviewing your email content and avoiding such triggers can improve deliverability.
Email marketer from Email Geeks asks if the sender is using shared or dedicated IPs.
Email marketer from Reddit explains that switching ESPs can impact IP reputation, especially if the new IP address has a poor sending history. This can cause emails to land in spam, leading to lower open and CTR rates.
Email marketer from Customer.io shares that low engagement (low open and CTR rates) sends signals to ISPs that your mail may not be wanted. Segmenting and sending to engaged users can improve results.
Email marketer from Stack Overflow shares that incorrect or missing email authentication records (SPF, DKIM, DMARC) are a common cause of deliverability problems after migrating to a new ESP. Verifying these settings is crucial for ensuring emails are properly authenticated and not flagged as spam.
Email marketer from Litmus answers that your Sender Reputation is an indication of your trustworthiness as a sender, which Email Service Providers (ESPs) use to assess the quality of your emails. Poor sender reputation can significantly impact deliverability and lead to lower open and CTR rates.
Email marketer from Email Geeks forum responds that poor list hygiene and sending to unengaged subscribers can negatively impact sender reputation and cause emails to go to spam. Regularly cleaning your email list and removing inactive subscribers is essential for maintaining good deliverability.
What the experts say6Expert opinions
Expert from Email Geeks shares that tracking down which ISP / mailbox provider is sending to spam will help guide next steps.
Expert from Word to the Wise explains that deliverability issues are often due to factors like low engagement (people not opening or clicking), authentication problems (SPF, DKIM, DMARC misconfiguration after a platform switch), spam complaints, or sending to invalid addresses. Additionally, changes in content and link domains can impact filter decisions.
Expert from Email Geeks suggests sending mail to aboutmy.email to check if all of the sender's authentication is correctly configured.
Expert from Spam Resource explains that setting up email authentication protocols is essential for identifying the source of mailings and helps mailbox providers determine sender reputation. He shares that issues may arise post platform migration if authentication records are incorrect or missing.
Expert from Email Geeks asks if the decrease in open rates is real or if the ESPs are modifying the data. If real, is it due to emails going to the spam folder or something else?
Expert from Email Geeks explains to check the links in the aboutmy.email report. If the link domains are not the senders domain, then that's a possible filter target as well.
What the documentation says5Technical articles
Documentation from RFC explains that an SPF record must be properly configured for your sending domain to authorize the new ESP to send emails on your behalf. An incorrect or missing SPF record can cause emails to fail SPF checks and be marked as spam.
Documentation from Omnisend Help Center shares that following deliverability best practices, such as authenticating your domain (SPF, DKIM, DMARC), warming up your IP address, and maintaining a clean email list, is crucial after switching platforms to avoid spam filters and maintain good sender reputation.
Documentation from Mailchimp answers that DMARC policies set by recipient domains can affect whether emails are delivered, especially if SPF and DKIM records are not properly configured. Ensure your DMARC policy is aligned with your email authentication setup.
Documentation from Microsoft shares using SNDS and JMRP if you are experiencing issues sending to Outlook or Hotmail. It also recommends joining their sender support program.
Documentation from Google explains that Google Postmaster Tools can provide insights into your domain's reputation, spam rate, and other deliverability metrics. Monitoring these metrics can help identify and address issues that may be causing emails to land in spam after switching to a new ESP.