Summary
A drop in email open rates after changing the email template design can be caused by various interconnected factors. The core issues revolve around subscriber recognition, deliverability problems, and technical implementation flaws. The new design may not resonate with subscribers, causing them to ignore emails. Changes can inadvertently trigger spam filters due to content, formatting (including image-to-text ratio), and header issues. These can result in emails landing in the promotions tab or being blocked outright. Technical factors such as CSS inconsistencies, accessibility issues, and lack of mobile optimization can negatively impact rendering and user engagement. Additionally, the changes could break authentication (SPF, DKIM, DMARC) and lead to a poor user experience and result in emails flagged by different systems. A/B testing is a recurring recommendation. Monitoring ISP specific issues, changes to Google prefetching and checking spam complaints is crucial.
Key findings
- Unfamiliar Design/Recognition: Subscribers may not recognize the new template, leading to lower engagement.
- Spam Filter Triggers: New design elements can trigger spam filters, affecting inbox placement and deliverability.
- Technical Implementation Issues: CSS, accessibility, mobile optimization, and header formatting flaws can lead to rendering problems.
- Authentication Problems: Changes can break email authentication (SPF, DKIM, DMARC), severely impacting deliverability.
- ISP Specific Placement: Gmail's placement and prefetching can be affected, sending messages to promotions or otherwise.
- User preferences: New design can lead to being flagged by spam checkers.
Key considerations
- A/B Testing and Gradual Rollout: Thoroughly A/B test design changes before wide deployment and make design changes gradually.
- Spam Filter Audits: Review the template for spam triggers and ensure a balanced image-to-text ratio.
- Accessibility and Rendering Checks: Ensure the template is accessible and renders correctly across various clients and devices.
- Authentication Verification: Check SPF, DKIM, and DMARC records after any template modifications.
- Monitor Complaints and User Behavior: Monitor spam complaints and user feedback to adjust the design accordingly.
- Test Inbox Placement: Conduct inbox placement tests using seed lists and personal accounts to confirm deliverability.
- Monitor system flags: Be wary of being suddenly flagged by different spam checking systems.
What email marketers say
12 marketer opinions
A drop in email open rates after changing the email template design can stem from various factors. These include changes that make the email unrecognizable to subscribers, triggering spam filters due to elements like excessive images or unusual formatting, or poor rendering across different email clients due to CSS issues or lack of mobile optimization. A/B testing design changes is a common recommendation. Also, issues like image-to-text ratio imbalance or potential authentication problems (SPF, DKIM, DMARC) can affect inbox placement and deliverability.
Key opinions
- Unfamiliar Design: Subscribers may not recognize the new design, leading to decreased engagement.
- Spam Triggers: New templates can inadvertently trigger spam filters due to content or formatting.
- Rendering Issues: CSS inconsistencies or accessibility problems can cause display issues in different email clients.
- Mobile Optimization: Lack of mobile optimization negatively impacts user experience and open rates on mobile devices.
- Image-to-Text Ratio: A poorly balanced ratio can lead to emails being classified as promotional.
- Authentication Failures: Changes can break SPF, DKIM, or DMARC authentication, hurting deliverability.
- ISP Specific Issues: Changes can affect specific ISPs like Gmail impacting inbox placement, sometimes due to inbox placement issues.
- Layout preferences: If users don't like the new layout they may not engage.
Key considerations
- A/B Testing: Thoroughly A/B test design changes to gauge audience reaction before widespread implementation.
- Spam Filter Review: Review the template for elements known to trigger spam filters.
- Accessibility: Ensure the template is accessible and renders correctly across various email clients and devices.
- Authentication Checks: Verify SPF, DKIM, and DMARC records after any template change to maintain email authentication.
- Mobile Responsiveness: Prioritize mobile-friendly design to ensure a positive user experience on mobile devices.
- Image Balance: Maintain a healthy text-to-image ratio to avoid being flagged as promotional.
- Consider users expectations: If a user suddenly has a very different layout from what they are used to, they may be cautious of opening it.
Marketer view
Email marketer from Email on Acid shares that inaccessible email designs can lead to rendering issues in some email clients, affecting how the email is displayed and potentially decreasing open rates. Ensure your template is accessible.
14 Sep 2021 - Email on Acid
Marketer view
Email marketer from HubSpot Blog recommends A/B testing design changes, subject lines and sender information to see how your audience reacts. Sometimes these changes are unexpected to your audience causing your emails to preform differently.
19 Nov 2022 - HubSpot Blog
What the experts say
5 expert opinions
A drop in email open rates after changing the email template design can be due to emails landing in the promotions tab instead of the primary inbox, potential seed list inaccuracies, or changes in Gmail prefetching behavior. It's important to verify the display name hasn't changed, as that affects open rates. Furthermore, new templates can inadvertently alter email authentication, causing deliverability issues, or lead to being flagged by different systems, potentially causing a bad user experience and lower engagement. Checking SPF, DKIM, and DMARC records is crucial.
Key opinions
- Promotions Tab Placement: Emails may be directed to the promotions tab instead of the primary inbox.
- Seed List Inaccuracies: Seed lists may not accurately reflect inbox placement; test on personal Gmail accounts.
- Gmail Prefetching: Changes in email prefetching by Gmail could explain discrepancies between primary and promotions tabs.
- Display Name: A change in display name can influence whether recipients open the email.
- Authentication Changes: Template changes can inadvertently affect email authentication (SPF, DKIM, DMARC).
- System Flagging: Changes may cause being flagged by different systems, potentially causing a bad user experience.
Key considerations
- Inbox Placement Testing: Test inbox placement using personal Gmail accounts to confirm accurate delivery.
- Display Name Verification: Ensure the display name remains consistent to avoid impacting open rates.
- Authentication Record Review: Check SPF, DKIM, and DMARC records to ensure proper email authentication.
- Monitor Systems Flags: Monitor your Emails for any signs of being flagged by spam checkers.
Expert view
Expert from Email Geeks suggests ensuring the display name didn't change, as if the email goes to the primary tab and isn't clipped, the only explanation is fewer people opened it, unrelated to email size before opening.
20 Apr 2022 - Email Geeks
Expert view
Expert from Email Geeks suggests that prefetching might explain discrepancies between primary and promotions tabs in Gmail.
24 Feb 2025 - Email Geeks
What the documentation says
5 technical articles
A drop in email open rates after changing the email template design can be attributed to several factors, including changes in design, subject lines, and sender reputation. Spam filter updates are a significant influence. Changes to email content or template structure may negatively impact sender reputation and trigger spam filters. Increased spam complaints due to the new design will hurt deliverability and open rates. Improper header formatting in the new template causes rendering and deliverability issues. Finally, changes to headers may break DKIM or SPF authentication, which severely decreases deliverability.
Key findings
- Multifactorial Influence: Open rates are influenced by design, subject lines, sender reputation, and spam filters.
- Reputation Impact: Sudden changes can negatively impact sender reputation and trigger spam filters.
- Increased Spam Complaints: Design changes leading to more spam complaints will hurt deliverability.
- Header Formatting: Improper header formatting can cause rendering and deliverability problems.
- Authentication Breakage: Changes to email headers may break DKIM/SPF authentication.
Key considerations
- Gradual Changes: Introduce changes gradually to maintain consistency and sender reputation.
- Monitor Complaints: Monitor spam complaint rates and adjust the design accordingly.
- Adhere to Standards: Ensure strict adherence to email formatting standards (RFC 5322).
- Use Valid Authentication: Use valid authentication methods (DKIM/SPF) and ensure headers are properly configured.
Technical article
Documentation from Google Postmaster Tools explains that changes in email design leading to increased spam complaints can significantly hurt deliverability and open rates. Monitor spam complaint rates and adjust design accordingly.
9 Oct 2024 - Google
Technical article
Documentation from Litmus explains that email open rates are influenced by various factors, including changes in email design, subject lines, sender reputation, and spam filter updates. A sudden drop might indicate a combination of these factors.
2 Feb 2022 - Litmus
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