Summary
Switching marketing automation platforms can lead to decreased email open rates due to a combination of deliverability issues, changes in tracking and measurement, and shifts in audience engagement. Deliverability problems stem from factors like needing to warm up new IP addresses, improper configuration of SPF, DKIM, and DMARC records, and the impact on sender reputation. Tracking and measurement inconsistencies arise from different platforms calculating open rates differently, and potential technical issues. Engagement can suffer from changes in email design or content, outdated or poorly maintained lists, different platform settings for opt-in, incomplete subscriber migration, and difficulties with segment rebuilding. Monitoring deliverability and engagement, gradually warming up IPs, properly configuring authentication, and maintaining list hygiene are crucial steps to mitigate these issues.
Key findings
- Deliverability Impact: New IPs need warming, and improper SPF/DKIM/DMARC configurations can hurt deliverability and send emails to spam.
- Sender Reputation Decline: Switching platforms impacts sender reputation, which needs to be rebuilt through consistent and engaged sending.
- Tracking Inconsistencies: Platforms measure open rates differently, leading to discrepancies and the illusion of a drop. Technical issues can also interfere with accurate tracking.
- Engagement Problems: Changes in content, list quality, opt-in settings, incomplete migrations, and segment rebuilding can impact subscriber engagement.
- Mailbox Provider Flags: Mailbox providers flag platform changes as significant events, requiring careful monitoring and slow transitions.
Key considerations
- IP Warming: Gradually warm up new IP addresses to build a positive sending reputation.
- Authentication Setup: Thoroughly configure and align SPF, DKIM, and DMARC records to ensure proper email authentication.
- List Hygiene: Maintain a clean and engaged subscriber list to avoid damaging sender reputation.
- Tracking Methods: Understand and account for tracking differences between the old and new platforms to accurately measure engagement.
- Content Relevance: Ensure email design and content continue to resonate with subscribers to maintain engagement.
- Migration Planning: Develop a robust migration strategy to prevent data loss and ensure a seamless transition for subscribers.
- Monitor Reputation: Closely monitor sender reputation and deliverability metrics using tools like Google Postmaster Tools.
- Go Slow: Transition slowly and carefully and test each campaign to ensure everything is working as expected.
What email marketers say
11 marketer opinions
Switching marketing automation platforms can lead to a drop in email open rates due to various factors. These include deliverability issues related to IP warming, SPF/DKIM/DMARC configuration, and sender reputation. Differences in open rate tracking methods between platforms can create the illusion of a drop. Other factors include list hygiene, changes in email design and content, incomplete subscriber migration, different platform settings (like double opt-in), and issues with segment rebuilding. Proper configuration, list maintenance, IP warming, and monitoring are crucial during and after the platform switch.
Key opinions
- Deliverability Issues: Improper IP warming and incorrect SPF/DKIM/DMARC configurations lead to emails landing in spam, reducing open rates.
- Tracking Discrepancies: Different platforms use varying methods to track opens, causing perceived drops even if actual engagement remains consistent.
- List Hygiene: Migrating outdated or poorly maintained lists negatively impacts sender reputation and open rates.
- Platform Settings: Default settings like double opt-in changes or different subscription management affect list quality and engagement.
- Migration Problems: Incomplete subscriber migration or audience fragmentation hinders targeted campaigns and affects performance
Key considerations
- IP Warming: Gradually warm up your IP address to build a positive sending reputation and avoid triggering spam filters.
- Authentication Setup: Correctly configure SPF, DKIM, and DMARC records to improve email deliverability.
- List Maintenance: Clean and segment your email list to ensure you are sending to engaged subscribers.
- Tracking Consistency: Understand and account for the tracking differences between your old and new platforms to accurately assess open rates.
- Migration Strategy: Develop a robust migration process to ensure that no subscribers are lost and data is transferred correctly.
- Segmentation: Rebuild and verify your segments on the new platform and ensure they are still accurate and effective at targeting.
Marketer view
Email marketer from ActiveCampaign explains that new marketing automation platforms have different deliverability configurations. Failing to properly configure SPF, DKIM, and DMARC records can cause emails to land in spam folders, reducing open rates.
8 Jan 2023 - ActiveCampaign
Marketer view
Email marketer from Email Geeks explains that sometimes the beacon through which they measure opens fails. Some ESPs take a click and ensure it’s also counted as an open if not already measured as an open. Others don’t do this. Check whether all click events also have an open.
30 Jul 2023 - Email Geeks
What the experts say
5 expert opinions
Switching marketing automation platforms can impact open rates for several reasons. Differences in how platforms calculate open rates, particularly related to the denominator (sent vs. accepted emails) and whether clicks are counted as opens, can create discrepancies. Technical issues like code bloat leading to email clipping and tracking pixel problems can also lower open rates. Mailbox providers flag platform changes, requiring a slow, monitored transition. Maintaining subscriber engagement with relevant content is crucial during and after the migration.
Key opinions
- Calculation Differences: Platforms calculate open rates differently, particularly regarding the denominator (sent vs. accepted) and click-to-open attribution.
- Technical Issues: New platforms may introduce code that causes email clipping, preventing tracking pixels from loading.
- Reputation Impact: Mailbox providers flag platform switches as significant changes, potentially impacting deliverability.
- Engagement Decline: Failure to maintain subscriber engagement during migration can negatively affect open rates and deliverability.
Key considerations
- Understand Calculation Methods: Investigate and understand how the new platform calculates open rates to account for discrepancies.
- Address Clipping Issues: Optimize email code to avoid clipping and ensure tracking pixels are visible.
- Monitor Deliverability: Closely monitor deliverability during and after the platform switch.
- Engage Subscribers: Focus on delivering relevant, valuable content to maintain subscriber engagement.
- Slow Rollout: Transition to the new platform slowly and monitor key metrics.
Expert view
Expert from Word to the Wise emphasizes the importance of maintaining subscriber engagement during and after a platform migration. She suggests focusing on sending relevant content to active subscribers to improve open rates and overall deliverability.
27 Aug 2022 - Word to the Wise
Expert view
Expert from Spam Resource explains that any time there is a major change, a red flag is raised with mailbox providers. Therefore any change such as an IP, or platform should be done slowly, and monitored closely.
25 Aug 2022 - Spam Resource
What the documentation says
4 technical articles
Switching marketing automation platforms affects sender reputation, requiring new IPs and sending domains to build a positive reputation through consistent and engaged sending. Improper email authentication setup, including SPF, DKIM, and DMARC configuration, can hurt deliverability. It's crucial to monitor sender reputation using tools like Google Postmaster Tools, especially when sending to Gmail users. Ensuring a valid reverse DNS record (PTR record) for your sending IP address is also essential for verifying the legitimacy of sending servers.
Key findings
- Sender Reputation: Platform switches impact sender reputation, necessitating a rebuild of trust with mailbox providers.
- Authentication Issues: Incorrectly configured SPF, DKIM, and DMARC during migration lead to deliverability problems.
- Gmail Impact: Changes in sender reputation affect inbox placement and open rates, particularly with Gmail users.
- Reverse DNS Record: A valid PTR record is essential for verifying the legitimacy of sending servers.
Key considerations
- Reputation Building: Focus on consistent and engaged sending to rebuild sender reputation.
- Authentication Configuration: Thoroughly configure and align SPF, DKIM, and DMARC records.
- Monitor Reputation: Regularly monitor sender reputation using tools like Google Postmaster Tools.
- PTR Record Verification: Ensure the sending IP address has a valid PTR record pointing back to the domain.
Technical article
Documentation from SparkPost explains that switching platforms impacts sender reputation. New IPs and sending domains need to build a positive reputation with mailbox providers through consistent and engaged sending.
11 Aug 2022 - SparkPost
Technical article
Documentation from Mailjet shares that improper email authentication setup during migration can hurt deliverability. Make sure SPF, DKIM and DMARC are properly configured and aligned.
9 Nov 2021 - Mailjet
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