Summary
Email campaign bounces, especially with Apple addresses, and a drop in open rates are complex issues with multiple potential causes. A primary factor is content-related problems triggering Apple's local policies, as indicated by the 'Message rejected due to local policy' error. This could stem from spam trigger words, formatting, or links identified by content filters. Correct DKIM/SPF/DMARC configuration is crucial for authentication. Sender reputation and IP address blacklisting also significantly impact deliverability. Apple's Mail Privacy Protection affects open rate metrics. Good list hygiene, A/B testing, personalized content, and audience segmentation are vital for improving engagement. Apple might test sending behavior after bounces. If sending to Microsoft services is blocked, the Sender Support form is advised.
Key findings
- Content is Key: Email content can trigger Apple's local policies and spam filters, leading to bounces.
- Authentication Matters: Proper DKIM/SPF/DMARC configuration is essential for authenticating emails and avoiding spam folders.
- Reputation Counts: Sender reputation and IP address on blocklists strongly affect deliverability and open rates.
- Privacy Impacts Metrics: Apple's Mail Privacy Protection influences open rate metrics, making them less accurate.
- Hygiene is Important: Maintaining a clean email list by removing inactive subscribers improves deliverability and engagement.
- Engagement is Key: Relevant subject lines, personalization, and audience segmentation boost open rates.
- Testing Required: Using spam testing tools is vital to check email content before sending to see what issues there are with content and how to fix them.
Key considerations
- Review Content: Carefully examine email content for spam trigger words, problematic formatting, and policy violations.
- Verify Authentication: Ensure DKIM, SPF, and DMARC records are correctly configured and validated.
- Monitor Reputation: Regularly monitor sender reputation and IP address on blocklists; take action to improve scores if needed.
- Adjust for Privacy: Consider the impact of Apple's Mail Privacy Protection when analyzing open rate data.
- Clean Your List: Implement a process to regularly remove inactive subscribers from your email list.
- Optimize Engagement: Employ A/B testing, personalization, and audience segmentation to enhance email relevance and engagement.
- Test Before Sending: Use spam testing tools to check email content before sending to mitigate issues with content.
- Investigate Bounces: Contact Apple support or analyze bounce codes to understand specific bounce reasons, if possible.
What email marketers say
12 marketer opinions
Email campaign bounces from Apple addresses and drops in open rates can stem from various factors. Content-related issues triggering Apple's local policies are common. Ensuring correct DKIM/SPF/DMARC configuration is essential for authentication. Sender reputation and IP address on blocklists play crucial roles. Content should be checked for spam trigger words. Apple's Mail Privacy Protection impacts open rate metrics. Regularly cleaning email lists improves deliverability. A/B testing subject lines, personalizing content, and proper segmentation are also recommended.
Key opinions
- Content Issues: Content within the email may trigger Apple's local policies, leading to bounces.
- Authentication: Incorrect DKIM/SPF/DMARC configurations can cause emails to be marked as spam.
- Sender Reputation: Poor sender reputation and IP address blacklisting negatively impact deliverability and open rates.
- Privacy Protection: Apple's Mail Privacy Protection can skew open rate metrics.
- List Hygiene: Inactive subscribers on your email list can hurt deliverability and engagement.
- Email Testing: Spam testing tools should be used to check content before sending.
Key considerations
- Review Content: Examine email content for spam trigger words and policy violations.
- Verify Authentication: Confirm DKIM, SPF, and DMARC records are correctly set up.
- Monitor Reputation: Check sender reputation and IP address on blocklists.
- Adjust for Privacy: Account for Apple's Mail Privacy Protection when analyzing open rates.
- Clean Email List: Regularly remove inactive subscribers from your email list.
- Improve Engagement: A/B test subject lines, personalize content, and segment your audience.
- Contact Support: Contact Apple support to understand specific bounce reasons.
Marketer view
Email marketer from Reddit suggests checking sender reputation and IP address on blocklists if facing increased bounces and decreased open rates.
4 Sep 2022 - Reddit (r/Emailmarketing)
Marketer view
Email marketer from Stack Overflow says to always ensure that SPF and DKIM records are properly set up to authenticate your emails and prevent them from being marked as spam.
21 Apr 2025 - Stack Overflow
What the experts say
3 expert opinions
Email campaign bounces and a drop in open rates, particularly with Apple addresses, can result from multiple factors. Apple might be testing to see if sending behavior changes after an initial bounce. Content filters often identify emails as potential spam due to specific keywords, formatting, or links. Sender reputation is also a crucial factor influencing deliverability, with negative shifts possibly caused by poor sending practices or list quality issues.
Key opinions
- Behavioral Testing: Apple might test email sending behavior after bounces to assess compliance.
- Content Filtering: Content filters can block emails based on keywords, formatting, or links.
- Sender Reputation: Sender reputation is a key factor, and a drop indicates potential problems with sending practices or list quality.
Key considerations
- Assess Sending Practices: Review email sending behavior to ensure compliance with Apple's guidelines.
- Refine Content: Carefully review email content to avoid triggering spam filters.
- Monitor Reputation: Proactively monitor and maintain a positive sender reputation through good email practices.
Expert view
Expert from Word to the Wise, Laura Atkins, responds to that sender reputation is a significant factor influencing deliverability, and a sudden drop in open rates could indicate a negative shift in reputation due to sending practices or list quality.
4 Sep 2022 - Word to the Wise
Expert view
Expert from Spam Resource, John Levine, explains that a common reason for email blocking is due to content filters identifying the email as potential spam, which can result from specific keywords, formatting, or links within the email.
9 Jul 2022 - Spam Resource
What the documentation says
4 technical articles
Email campaign bounces and drops in open rates, especially when specifically targeting Apple addresses, are often linked to content-related problems or policy breaches, as indicated by a 'Message rejected due to local policy' error. Such bounce codes frequently point to content filtering or policy restrictions implemented by the recipient's mail server. Beyond content, declining open rates can also result from changes that cause emails to trigger spam filters, issues with list hygiene (sending to inactive addresses), or shifting recipient engagement levels. Microsoft documentation advises using their Sender Support form to solve IP blocks when sending to Outlook.com or Hotmail.
Key findings
- Content-Related Issues: 'Message rejected due to local policy' errors often suggest content-related problems or policy violations.
- Content Filtering: Bounce codes like 5.7.1 commonly signal content filtering or policy restrictions from the recipient's server.
- Multiple Factors Affect Open Rates: Decreasing open rates can be attributed to changes triggering spam filters, poor list hygiene, or fluctuating recipient engagement.
- Microsoft IP Blocks: For issues sending to Outlook.com/Hotmail, use the Microsoft Sender Support form.
Key considerations
- Review Email Content: Carefully examine email content for potential policy violations or triggers for spam filters.
- Maintain List Hygiene: Regularly clean your email list by removing inactive subscribers to improve deliverability.
- Monitor Engagement: Track recipient engagement levels to identify and address potential issues affecting open rates.
- Address Microsoft Blocks: If facing delivery issues with Microsoft services, utilize the Sender Support form.
Technical article
Documentation from Apple Support explains that a 'Message rejected due to local policy' error (554 5.7.1) often indicates content-related issues or policy violations within the email.
25 Sep 2021 - Apple Support
Technical article
Documentation from Mailjet suggests that a drop in open rates can be due to several factors, including changes in email content triggering spam filters, list hygiene issues (sending to inactive addresses), or changes in recipient engagement.
9 Jun 2025 - Mailjet
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