Why did my email response rates drop so drastically after switching to a CRM?

A drastic drop in response rates after switching to a CRM often indicates a significant decline in email deliverability. This can happen because you're now sending from new IP addresses with an unestablished reputation, or due to improper sender authentication (SPF, DKIM, DMARC) that leads to emails being flagged as spam or blocked.

What is IP warming and why is it important after migrating email systems?

IP warming is the process of gradually increasing the volume of emails sent from a new IP address or email system over a period. It's crucial because mailbox providers build a reputation score for sending IPs. A sudden, high-volume send from a new IP can be seen as suspicious activity, leading to emails being rejected or sent to spam folders.

How can I check if my domain is properly authenticated after moving to a new CRM?

To check your domain's authentication, send an email from your CRM to a personal inbox and then inspect the full email headers. Look for lines indicating SPF, DKIM, and DMARC pass/fail results. If they show failures or softfails, your domain authentication may not be correctly configured with your CRM. You can also use a DMARC monitoring tool to get ongoing reports.

My CRM reports 0 bounces, but I suspect emails aren't being delivered. What could be happening?

A report of 0 bounces from your CRM can be misleading. It might mean the CRM's bounce tracking is limited, or that emails are being blocked at a very early stage by recipient mail servers without generating a formal bounce notification back to your CRM. This is why it's important to monitor engagement metrics like open rates, clicks, and complaints, as these can be better indicators of actual inbox placement.

How does a shared IP address on a CRM impact my email deliverability?

If your CRM uses shared IP addresses, your email deliverability can be affected by the sending practices of other users sharing those same IPs. If other users send spam or have poor sending hygiene, it can negatively impact the reputation of the shared IP, which in turn can affect your own emails, even if your practices are good.

What role do blocklists (or blacklists) play in post-migration deliverability issues?

Blocklists (or blacklists) are databases of IP addresses or domains known for sending spam or engaging in malicious email activity. If your new CRM's sending IP or your domain gets listed on a blocklist, recipient mail servers will likely block your emails, preventing them from reaching the inbox. Regular blocklist checks are essential to identify and resolve these issues.

How to determine if a switch from on-premise email system to CRM has impacted email reputation and deliverability? - Sender reputation - Email deliverability - Knowledge base

A recent switch from an on-premise email system to a CRM for bulk email sending can lead to unexpected drops in engagement. It's a common scenario where you move to a new platform, expecting improvements, only to find your emails aren't reaching their intended audience as before. This shift introduces new variables that directly affect how mailbox providers perceive your sending.

One of the most immediate concerns is a significant drop in response rates, such as a survey that previously garnered thousands of responses now only receiving a fraction. This dramatic decline often points to underlying deliverability issues, indicating that a substantial portion of your emails might not even be reaching the inbox, or are landing in spam folders.

Unlike dedicated email service providers (ESPs), a CRM's bulk email add-on might not be optimized for high-volume sending, potentially lacking proper IP warming protocols or robust sender authentication configurations. Understanding the implications of this transition and how to diagnose the impact is crucial for restoring your email program's effectiveness.

Assessing the immediate impact of your migration

When you move from an on-premise server to a cloud-based CRM for email, you're essentially starting fresh with a new sending infrastructure. This means new IP addresses and potentially a different approach to how your sending domain is authenticated. A significant drop in engagement, like a survey response rate plummeting from nearly 2,000 to just over 200, is a clear red flag that your email deliverability has been impacted.

The most basic metrics available through your CRM, such as opens and clicks, should be your first point of comparison. If these are trending downwards consistently after the switch, it indicates that fewer recipients are seeing your emails. While 0% bounces might seem good, it's often a sign that the CRM's reporting is not capturing all bounce types, or that emails are being silently dropped before a bounce is registered.

It's important to compare these new metrics against your historical data, not just general industry benchmarks. Look at similar campaigns sent before and after the migration. Were the audience lists truly comparable? Even slight differences in audience behavior or list hygiene can amplify perceived deliverability issues.

The ripple effect of new sending infrastructure

Switching from an on-premise email system to a CRM's bulk email add-on fundamentally changes your sending reputation profile. Your previous IP address(es) and their associated sending history are no longer in play. Instead, you're now sending from new IP addresses, likely shared with other CRM users, and these IPs come with their own pre-existing reputation. This is a critical factor, as email reputation is primarily built on the IP address, although many Internet Service Providers (ISPs) are increasingly shifting their focus to domain reputation for filtering decisions.

A common pitfall when moving to a new system, especially a CRM not primarily designed for high-volume marketing emails, is the lack of proper IP warming. If you start sending large volumes of email immediately without gradually increasing your sending, mailbox providers can view this sudden influx from new IPs as suspicious, leading to emails being flagged as spam or outright blocked. This is why a phased transition is vital for maintaining a good sender reputation.

Another major area of concern is email authentication. If the CRM hasn't been properly configured to authenticate your domain, your emails may appear as if they are coming from the CRM's domain rather than your own. This weakens your domain's credibility. Proper configuration of authentication records, such as SPF, DKIM, and DMARC, ensures that mailbox providers can verify your email's legitimacy, which is essential for good deliverability. Learn more about the critical role these records play in a simple guide to DMARC, SPF, and DKIM.

Diagnosing the core issues

To accurately determine the impact, you need to go beyond basic metrics. The first step is to examine the email headers of messages sent through the new CRM. Request a recipient to provide the full email headers from a message they received. These headers contain a wealth of information about the sending path, authentication results (SPF, DKIM, DMARC), and even potential spam scores assigned by receiving mail servers.

Pay close attention to the DMARC, SPF, and DKIM authentication results. If these show 'fail' or 'softfail,' it's a strong indicator that your domain's authentication is not correctly set up with the CRM. For instance, if your domain isn't properly authenticated, the CRM might be signing emails with its own DKIM key, or your SPF record might not include the CRM's sending IPs, causing alignment failures. This can significantly impact your domain reputation and deliverability.

Beyond authentication, monitor for any appearances on email blocklists (also known as blacklists). While your CRM may not report this, being listed on a major blacklist or blocklist can severely impact your inbox placement. You can use a blocklist checker to see if your domain or sending IP has been listed. Regularly checking these lists, even if your CRM doesn't provide the data, is a proactive step in managing your reputation.

Category	On-Premise (Before Migration)	CRM (After Migration)
IP reputation	-	-
Established history, likely dedicated.Direct control over sending volume and quality.	-	-
New, unknown, or shared IP reputation.Reputation influenced by other CRM users.	-	-
Domain authentication	-	-
Fully controlled SPF, DKIM, DMARC records.Aligned with your domain.	-	-
Often default CRM authentication, not aligned.Requires manual setup to ensure your domain is authenticated.	-	-
Bounce reporting	-	-
Detailed bounce codes and types.Immediate feedback on non-delivery.	-	-
Potentially incomplete or misleading bounce data.CRM may not provide granular bounce reasons.	-	-
Spam complaints	-	-
Direct visibility into complaint feedback loops.Ability to quickly remove complainers.	-	-
CRM may not share feedback loop data.Higher complaint rates if list hygiene is poor.	-	-

Strategies for improving deliverability

Once you've identified that your deliverability has been impacted, the focus shifts to recovery. The most critical step, if not already done, is to implement proper IP warming. This means gradually increasing your sending volume over several weeks to build a positive sending reputation with mailbox providers. Since your CRM vendor may not be familiar with this, you might need to enforce this process internally.

Beyond IP warming, rigorously check your sending domain's authentication. Ensure your SPF record includes all authorized sending sources, and your DKIM records are correctly set up and aligned with your domain. Most importantly, implement DMARC with a monitoring policy (p=none) to gain visibility into your email authentication results. This will help you identify issues like emails failing DMARC verification. This can reveal if you're authenticating as the CRM instead of your own domain.

Continuously monitor your email performance using available tools. While your CRM's reports may be limited, you can utilize external resources. For example, Google Postmaster Tools provides insights into your sending domain's reputation, spam rate, and authentication errors, particularly for recipients using Google (Gmail) services. This, combined with active blocklist monitoring, can provide a more complete picture of your email health.

Before the switch

Audit list quality: Clean your email list rigorously to remove inactive or invalid addresses.
Plan IP warming: Develop a phased sending plan to gradually increase volume from the new CRM.
Verify CRM capabilities: Confirm the CRM's email add-on supports dedicated IPs and full authentication.
Establish benchmarks: Record current deliverability metrics to compare after migration.

After the switch

Implement DMARC: Set up a DMARC record to monitor authentication success and failure rates.
Monitor authentication: Regularly check SPF, DKIM, and DMARC alignment using tools.
Analyze email headers: Inspect full headers for delivery path and authentication details.
Track key metrics: Closely monitor open rates, click-through rates, and complaint rates.

Views from the trenches

Best practices

Always conduct a thorough IP warming plan when moving to a new sending infrastructure or CRM.

Prioritize proper email authentication (SPF, DKIM, DMARC) immediately after migrating to a new system.

Maintain a clean and engaged email list to avoid spam complaints and improve sender reputation.

Monitor your domain and IP reputation using tools like Google Postmaster Tools.

Common pitfalls

Neglecting IP warming, leading to sudden reputation drops and poor inbox placement.

Failing to configure custom domain authentication, causing emails to be perceived as coming from the CRM.

Relying solely on limited CRM deliverability reports, which may not provide a full picture of issues.

Assuming the CRM's bulk email add-on is equivalent to a dedicated email service provider.

Expert tips

Request full email headers for messages sent through your CRM to diagnose authentication and routing.

Consider using a third-party email service provider (ESP) for bulk sending, integrating it with your CRM for data.

If your CRM vendor is clueless about deliverability, seek external expertise for configuration and monitoring.

Educate internal stakeholders on the importance of email deliverability and proper sending practices.

Expert view

Expert from Email Geeks says: "Domain and IP are high values of reputation. Switching ESPs or moving to cloud IPs will definitely impact delivery and possibly reputation. Compare your current results to previous sends, rather than other companies' results."

May 7, 2021 - Email Geeks

Marketer view

Marketer from Email Geeks says: "Changing the underlying infrastructure essentially changes everything about your email sending. Audience differences, especially in a B2B context, can also affect response rates over time."

May 8, 2021 - Email Geeks

Ensuring continued email success after migration

Migrating your email sending from an on-premise system to a CRM presents significant challenges to your email reputation and deliverability. The dramatic drop in engagement observed in your survey responses is a strong indicator that this transition has negatively impacted how your emails are perceived by mailbox providers. This is often due to new IP addresses, a lack of proper IP warming, and insufficient domain authentication.

Diagnosing these issues requires a proactive approach, including examining email headers for authentication results, monitoring your domain and IP for blocklist appearances (or blacklists), and leveraging external tools like Google Postmaster Tools for deeper insights.

Rebuilding your reputation involves diligently implementing IP warming, ensuring robust SPF, DKIM, and DMARC configurations, and continuously monitoring your sending performance. By taking these steps, you can regain control over your email deliverability and ensure your messages consistently reach the inbox.