Why are email clicks, conversions and unsubscribes declining despite high deliverability?

Key findings

• Delivery vs. inbox placement: A high 'delivery rate' from an ESP often means the email was accepted by the recipient server, not that it landed in the main inbox. This is a critical distinction that many marketers overlook.
• Hidden spam filtering: Emails can successfully pass initial server checks but still be filtered into spam folders by recipient ISPs (Internet Service Providers) based on content, sender reputation, or other undisclosed factors.
• Engagement as a signal: Declining clicks and conversions, alongside fewer unsubscribes, are strong indicators of poor inbox placement, as users are not seeing the emails to engage or disengage with them.
• Reputation matters: Both IP and domain reputation significantly influence whether an email lands in the inbox or spam. A good IP reputation doesn't guarantee inbox placement if the domain reputation is poor, as outlined by Campaign Monitor.

Key considerations

• Verify true inbox placement: Utilize seed list testing or postmaster tools to get an accurate view of where your emails are landing across major ISPs.
• Monitor domain reputation: Actively track your domain's reputation alongside your IP reputation, particularly with services like Google Postmaster Tools, as a poor domain reputation can severely impact deliverability. Understand what happens when your domain is blocklisted.
• Analyze ISP-specific trends: Look for declining engagement rates with specific providers (e.g., Gmail, Outlook, Yahoo) as this can pinpoint where issues are occurring and allow for targeted troubleshooting.
• Content and audience relevance: Even with good technical deliverability, irrelevant or poor content can lead to low engagement and, over time, negatively impact your sender reputation, affecting inbox placement.

Key opinions

• Misleading delivery rates: Many marketers realize that a "delivered" status from their ESP doesn't mean the email reached the inbox, but merely that it was accepted by the server for further processing.
• Declining engagement signals spam: A simultaneous drop in clicks, conversions, and unsubscribes strongly suggests emails are bypassing the inbox and ending up in spam or promotions folders.
• Initial focus on marketing: Marketers often first attribute declining engagement to content or campaign strategy before considering underlying technical deliverability issues.
• Need for real insight: There's a strong desire for practical ways to verify actual inbox placement beyond basic delivery reports, as a high open rate alone might not tell the whole story.

Key considerations

• Beyond ESP metrics: Do not solely rely on your email provider's deliverability statistics; these often only report successful delivery to the receiving server. Real deliverability measures inbox placement.
• Track image load rates: Changes in image load rates (a proxy for opens) can signal a shift to the spam folder, where images are often blocked by default. This can help identify a sudden drop in email open rates.
• Investigate technical causes: If marketing efforts haven't changed but engagement drops, it's crucial to look into underlying technical deliverability problems, such as why your emails are going to spam.
• Content and audience alignment: Ensure your email content is highly relevant to your audience. Irrelevant content can lead to poor engagement, even if emails reach the inbox, impacting your long-term sender reputation.

Key opinions

• Delivery is not inboxing: Experts universally agree that a high reported delivery rate does not equate to a high inbox placement rate; emails accepted by the server can still end up in spam.
• Engagement as reputation: Positive engagement (clicks, replies, not marking as spam) builds sender reputation, while low engagement can degrade it, as outlined by SocketLabs, indicating that clicks are positive engagement.
• Multiple reputation sources: Google Postmaster Tools provides valuable insights, but it's just one piece of the puzzle. Other reputation systems like Talos Intelligence, Microsoft SNDS, and Senderscore also play a role.
• Domain reputation is critical: A strong IP reputation might not overcome a poor domain reputation, which can still lead to spam folder placement. Experts advise focusing on domain health.

Key considerations

• Implement seed testing: This is a primary method for gaining insight into real-world inbox placement across various ISPs, providing a snapshot of where emails actually land.
• Monitor diverse reputation systems: Regularly check platforms like Microsoft SNDS, Talos Intelligence, and Google Postmaster Tools to get a comprehensive view of your sender reputation and identify potential blocklisting issues using a blocklist checker.
• Understand shared IP risks: If using shared IPs, be aware of potential "neighbor issues" where other senders' poor practices can negatively impact your deliverability, leading to your emails getting blacklisted.
• Analyze performance by ISP: Segmenting performance data by major email providers can reveal specific areas of concern that require targeted action, helping you understand why Gmail click rates might be low.

Key findings

• Engagement is a ranking factor: ISPs explicitly state that user engagement (opens, clicks, replies) and negative actions (spam complaints, unsubscribes) directly influence inbox placement. Low click-through rates are a red flag.
• Authentication is foundational: Proper SPF, DKIM, and DMARC configurations are essential prerequisites for establishing sender trust and ensuring emails are not rejected or spammed due to authentication failures.
• Reputation scores are dynamic: Sender reputation scores are constantly updated based on various signals, including volume, bounce rates, spam complaints, and user engagement, as highlighted by Talos Intelligence.
• Spam filtering is sophisticated: Modern spam filters use complex algorithms that analyze content, sending patterns, and sender reputation to decide if an email lands in the inbox or spam, making it crucial to adapt your strategy.

Key considerations

• Prioritize engagement: Design emails that encourage positive user interaction, as this is a powerful signal to ISPs that your content is valued. This helps increase your email click-through rate.
• Ensure complete authentication: Verify that SPF, DKIM, and DMARC records are correctly set up and aligned with your sending practices to prevent spoofing and improve trust with Mailbox Providers.
• Monitor postmaster tools: Leverage tools like Google Postmaster Tools to gain direct insight into your domain's health, spam rate, and feedback loop data, which can reveal hidden deliverability issues. Improve domain reputation using Google Postmaster Tools.
• Adhere to bulk sender guidelines: Follow best practices outlined by major providers for bulk sending, including list hygiene, easy unsubscribe options, and relevant content, to maintain a positive sender reputation and avoid blacklists.