Summary
A drop in email open rates post-domain authentication is often multifaceted. A central issue is sender reputation, which may be newly established if you relied on your ESP's reputation before. Technical misconfigurations in SPF, DKIM, and DMARC can trigger deliverability problems. Incorrect IP warming, list hygiene, or content changes can be more apparent after authentication. Rebuilding your reputation might take time, and domain prefetching behaviors can also cause initial drops. Monitor GPMT, whitelist your address, and test sending volumes.
Key findings
- Sender Reputation Reset: Authentication might reset your sender reputation, requiring you to build it from scratch.
- Technical Configuration Issues: Incorrect SPF, DKIM, and DMARC records lead to deliverability problems.
- Improper Warming Practices: Warming IPs or domains too quickly or to the wrong audience can result in blocks.
- List Hygiene Exposure: Poor list hygiene becomes more evident, reducing open rates significantly.
- Prefetching Readjustment: Systems may need time to relearn image prefetching behaviors after authentication.
- Content and Spam Filters: Previously benign content may now trigger spam filters
- No Silver Bullet: Authentication does not guarantee inbox placement
Key considerations
- Monitor GPMT: Utilize Google Postmaster Tools to monitor domain and IP reputation.
- Review Authentication Records: Double-check SPF, DKIM, and DMARC records for accuracy.
- Whitelist Implementation: Encourage contacts to whitelist your From address.
- Engagement Review: Monitor engagement metrics to refine sending strategy.
- Gradual Increase: Gradually increase sending volume during the warm-up period.
- Practice good list hygiene: Remove unengaged email addresses from your list
What email marketers say
11 marketer opinions
A drop in email open rates after domain authentication can stem from various factors, primarily revolving around sender reputation, technical configurations, and email content. A key issue is a poor or newly established sender reputation, particularly if you weren't using your own DKIM domain previously. Incorrect IP warming, either too fast or to the wrong audience, can also trigger blocks. Technical misconfigurations, such as incorrect SPF, DKIM, or DMARC records, can lead to deliverability problems. Poor list hygiene, changes in email content triggering spam filters, and changing domain keys without proper warm-up are also contributing factors. Monitoring engagement metrics, A/B testing, and adjusting sending strategies based on these insights are critical for regaining optimal open rates. Sometimes, the domain reputation simply needs to 'catch up' after changes.
Key opinions
- Sender Reputation: Poor or newly established sender reputation is a primary cause. If you were piggy-backing off your ESP's reputation, authenticating your own domain starts you anew.
- IP Warming: Incorrect IP warming practices (too fast, wrong audience) can lead to blocks and decreased open rates.
- Technical Configuration: Incorrect SPF, DKIM, and DMARC records can negatively impact deliverability.
- List Hygiene: Poor list hygiene becomes more apparent after authentication, leading to lower open rates. Remove unengaged users.
- Content Triggers: Changes in email content can trigger spam filters, resulting in decreased open rates. Review content.
- Domain Key Changes: Changing domain keys without warming up your new keys will reduce your reputation impacting on open rates. Suggests a slow warm up process.
- 20k Deliverability Wall: Some senders experience deliverability problems after hitting the 20k send mark at Google, after authentication
Key considerations
- GPMT Monitoring: Actively monitor Google Postmaster Tools (GPMT) to assess domain reputation and identify deliverability issues.
- Whitelist Requests: Encourage contacts to whitelist your From address to improve deliverability.
- Engagement Monitoring: Monitor open rates, click-through rates, and bounce rates to identify potential issues and adjust strategy.
- A/B Testing: Utilize A/B testing to optimize subject lines and content and maximize engagement.
- Gradual Warm-up: Gradually warm up your IP and domain with consistent email sends to build a positive reputation.
- Sending volume: Keep sending volume consistent and monitor bounce rates.
Marketer view
Email marketer from EmailOnAcid shares that after domain authentication, poor list hygiene can become more apparent, leading to lower open rates. They explain that removing inactive subscribers and ensuring your list contains engaged users will improve deliverability and open rates.
23 Aug 2022 - EmailOnAcid
Marketer view
Email marketer from Mailjet explains that after domain authentication, if your domain reputation is poor, it can lead to deliverability issues and decreased open rates. They share that maintaining a good sending reputation is crucial after authentication, recommending consistent sending volume, monitoring bounce rates, and engaging with subscribers.
29 Aug 2024 - Mailjet
What the experts say
3 expert opinions
Email open rates may drop after domain authentication due to several reasons. Systems might need time to relearn image prefetching behaviors, especially after changes like moving to new IPs, which can cause a temporary decline. Authentication itself doesn't guarantee inbox placement and can reveal underlying deliverability issues. Being blocked suggests warming up too fast or to the wrong audience, a separate concern from general prefetching adjustments. Overall, authentication reveals and can exacerbate existing issues, requiring constant monitoring and adjustments to email sending practices.
Key opinions
- Prefetching Delays: Moving to new IPs can cause systems to take time to relearn image prefetching, causing temporary drops in open rates.
- Authentication Isn't a Fix-All: Authentication does not guarantee inbox placement.
- Problem Exposure: Authentication reveals and potentially worsens underlying deliverability problems.
- Warming Issues: Being blocked suggests warming up IPs or domains too fast or to the wrong audience.
Key considerations
- Patience with Prefetching: Understand that image prefetching adjustments take time after changes, don't panic immediately.
- Proper Warm-up: Ensure a gradual and targeted warm-up process for IPs and domains.
- Continuous Monitoring: Continuously monitor deliverability metrics and adjust practices based on results.
Expert view
Expert from Spam Resource, Laura Atkins, explains that one potential cause for decreased open rates after authentication (like moving to new IPs) is a period of adjustment while systems relearn prefetching behaviors. She says this can create a temporary panic, but warns that blocks are a different issue potentially caused by warming up too fast or to the wrong audience.
27 Dec 2022 - Spam Resource
Expert view
Expert from Email Geeks explains that moving things around (new IPs) can take a while for image prefetching to kick in, which can cause panic due to open rate drops. Also that Blocks are a little different, however, and if you’re being blocked you’re warming up to fast and possibly with the wrong audience.
16 Jun 2023 - Email Geeks
What the documentation says
5 technical articles
A drop in email open rates after domain authentication can be attributed to several technical and strategic factors. Monitoring domain reputation through tools like Google Postmaster Tools is critical. Incorrectly configured SPF and DMARC records can cause deliverability issues. Rebuilding sender reputation after authentication, especially with high sending volumes, takes time. Best practices like proper list segmentation, personalized content, and consistent sending schedules are essential for maintaining high deliverability.
Key findings
- Domain Reputation Monitoring: Monitoring spam rate, domain reputation, and feedback loops in Google Postmaster Tools is critical.
- SPF Record Syntax: Incorrect SPF record syntax can cause deliverability problems.
- DMARC Policy: Incorrect DMARC policy configuration can result in emails being rejected or sent to spam.
- Sender Reputation Rebuilding: Rebuilding sender reputation after enabling authentication takes time, especially with high sending volumes.
- Best Practices: Proper list segmentation, personalized content, and consistent sending schedules are necessary for high deliverability.
Key considerations
- Implement GPMT: Use Google Postmaster Tools to monitor domain health.
- Validate SPF: Ensure correct SPF record syntax.
- Monitor and Adjust DMARC: Carefully monitor and gradually implement DMARC policies.
- Adapt Sending Volume: Adjust sending practices based on sender reputation feedback.
- Refine Sending Practices: Implement and maintain best practices in email marketing.
Technical article
Documentation from Gmail Postmaster Tools explains that using Google Postmaster Tools is crucial to monitor domain reputation. They share that monitoring spam rate, domain reputation, and feedback loops can help identify issues causing open rate drops after authentication. It further details how to interpret these metrics to improve deliverability.
20 Dec 2021 - Gmail Postmaster Tools
Technical article
Documentation from DMARC.org explains that an incorrect DMARC policy configuration after authentication can result in emails being rejected or sent to spam, lowering open rates. They advise careful monitoring and gradual implementation of DMARC policies.
1 Apr 2024 - DMARC.org
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