Summary
The decline in email engagement rates for large broadcast sends since February is a multifaceted issue stemming from various factors. Experts and documentation highlight the impact of potential spam folder placement due to DKIM/DMARC implementation issues, ISP filter adjustments, and sender fingerprinting. The shift in engagement metrics due to Apple's Mail Privacy Protection makes relying solely on open rates unreliable, emphasizing click-throughs and conversions. Poor email design, irrelevant content, and inconsistent sending schedules also contribute, as well as the all-too-common list fatigue. Proper authentication, sender reputation management, list hygiene, and gradual IP warm-up remain critical. Implementing changes en masse, sudden spikes in sending volume, and algorithm changes should be carefully monitored and addressed.
Key findings
- DKIM/DMARC and Domain Reputation: Changes or incorrect implementation of DKIM/DMARC around February may have negatively impacted domain reputation, leading to increased spam placement at ISPs like Gmail and Yahoo.
- ISP Algorithm Updates: ISPs are constantly fine-tuning their algorithms, affecting email delivery. Algorithm changes by ISPs are likely causing fluctuations in engagement for broadcast sends.
- Apple's MPP: Apple's Mail Privacy Protection inflates open rates, making them unreliable indicators of true engagement. Focus on metrics like click-through rates and conversions.
- Fingerprinting of Broadcast Sends: ISPs are using fingerprinting techniques based on sending speed and header differences to differentiate between broadcast and automated emails, negatively affecting broadcast engagement.
- List Fatigue and Hygiene: Sending too frequently to the same list leads to list fatigue, decreased engagement, and increased complaints. Regularly cleaning the email list by removing unengaged users and implementing re-engagement strategies is crucial for maintaining deliverability.
- Content and Relevance: Poor email design, irrelevant content, and inconsistent sending schedules contribute to lower engagement rates. Personalized, valuable, and consistent content is key to engagement.
- Sender Reputation and Authentication: Sender reputation is paramount. Proper authentication (SPF, DKIM, DMARC) is crucial to prevent spoofing and ensure deliverability. Check if IP reputation or placement on a blocklist can provide reasoning to sudden drops in email open rates
Key considerations
- Analyze and Adapt: Regularly analyze email marketing metrics beyond open rates, segment audiences, refresh email marketing strategies, and adjust sending strategies to adapt to changing ISP algorithms.
- Mimic Automation: Consider mimicking the sending speed and header characteristics of automated emails for large broadcast sends to avoid triggering fingerprinting filters.
- Re-evaluate Metrics: Shift focus from relying solely on open rates. Prioritize other engagement metrics such as click-through rates, conversions, and website visits to evaluate campaign success.
- List Management Practices: Implement a strict list management strategy. Regularly clean the email list, remove inactive subscribers, and actively seek re-engagement through targeted campaigns. Regularly check IP reputation and perform necessary maintenance.
- Authentication and Monitoring: Review and verify SPF, DKIM, and DMARC configurations to ensure proper authentication and prevent spam. Continuously monitor sender reputation with tools and feedback loops to promptly address deliverability issues.
- Gradual Implementation and Monitoring: When implementing or changing authentication methods (e.g., DMARC), roll out changes gradually and closely monitor deliverability to identify and address any negative impacts.
- Domain Analysis: Break down engagement drops by domain to identify specific inbox placement issues with providers like Gmail and Yahoo. Utilise inbox testing tools to identify spam folder placement problems.
What email marketers say
9 marketer opinions
Email engagement rates for large broadcast sends have reportedly declined since February due to a confluence of factors. Potential causes include: send behavior fingerprinting by ISPs, algorithm changes, shifting audience interests, poor email design, irrelevant content, inconsistent sending schedules, deliverability issues, lack of mobile optimization, list fatigue, spam filters, poor list quality, ineffective subject lines, and privacy changes like Apple's Mail Privacy Protection impacting open rate reliability. Solutions focus on mimicking automation send behavior, analyzing metrics, improving segmentation, list cleaning, refining content, optimizing for mobile, re-engaging inactive subscribers, monitoring IP reputation, and adjusting sending strategies.
Key opinions
- Fingerprinting: ISPs may be using 'fingerprinting' techniques based on send speed and header differences to differentiate between broadcast and automated emails, negatively impacting broadcast engagement.
- Algorithm Changes: ISPs and email providers frequently update their algorithms, which can cause fluctuations in engagement rates. Monitoring feedback loops and adjusting strategies is crucial.
- Email Design & Content: Poor email design, irrelevant content, and inconsistent sending schedules contribute to declining engagement. Regular review and adjustment are necessary.
- Deliverability Issues: Deliverability problems, such as landing in spam folders, directly impact engagement rates. Maintaining a healthy sender reputation and adhering to best practices are essential.
- List Quality: Poor list quality, including inactive subscribers and low-interest recipients, can significantly lower engagement rates. Regular list cleaning is vital.
- Privacy Changes: Email client privacy changes, like Apple's Mail Privacy Protection, are making open rates less reliable. Marketers should shift focus to other engagement metrics like click-through rates.
- Segmentation: Effective segmentation, targeting emails based on interests and behavior, is crucial for improved engagement.
- IP Reputation: A poor IP reputation or placement on a blocklist can drastically reduce engagement. Checking IP/domain reputation is recommended.
Key considerations
- Sending Practices: Consider mimicking the sending speed and header characteristics of automated emails for large broadcast sends.
- Metric Analysis: Regularly analyze email marketing metrics beyond open rates to understand engagement trends and identify areas for improvement.
- List Hygiene: Implement a strategy for regularly cleaning your email list, removing inactive subscribers and those who don't engage with your content.
- Re-engagement Campaigns: Utilize re-engagement campaigns to win back inactive subscribers before removing them from your list.
- Authentication and Reputation: Review and verify your DMARC, SPF, and DKIM configurations to ensure proper email authentication and maintain a positive sender reputation.
- Mobile Optimization: Ensure your emails are optimized for mobile devices to provide a seamless user experience and improve engagement.
Marketer view
Email marketer from WebmasterWorld suggests that sudden drops in open rates could indicate a problem with IP reputation or placement on a blocklist. He recommends checking IP/domain reputation, reviewing recent sending practices, and verifying DMARC/SPF/DKIM configurations.
11 Jan 2023 - WebmasterWorld
Marketer view
Email marketer from Sendinblue shares that declining engagement rates can stem from various reasons: list fatigue (sending to uninterested subscribers), irrelevant content, poor timing, deliverability issues, and unoptimized mobile experience. Strategies include list cleaning, better segmentation, A/B testing, and improving email design.
14 Feb 2025 - Sendinblue
What the experts say
6 expert opinions
Experts attribute the decline in email engagement rates for large broadcast sends, particularly since February, to several key factors. These include potential spam folder placement due to DKIM/DMARC implementation or changes affecting domain reputation (Gmail/Yahoo), ISPs fine-tuning filters, the broader impact of Apple's Mail Privacy Protection (MPP) making open rates unreliable, list fatigue from over-mailing, and the critical need for removing unengaged users to maintain sender reputation and deliverability. The emphasis shifts from relying solely on open rates to focusing on other engagement metrics and proactively managing list health and reputation.
Key opinions
- DKIM/DMARC Impact: Changes or implementation of DKIM/DMARC around February might have reset domain reputation, leading to increased spam placement.
- ISP Filtering: ISPs are fine-tuning their filters, potentially impacting the delivery of broadcast emails, especially those with low engagement.
- Yahoo Spam Placement: Some senders are experiencing increased spam placement at Yahoo due to low engagement and/or interest.
- Apple MPP: Apple's Mail Privacy Protection inflates open rates, making them unreliable as an engagement metric. Click-throughs and conversions are now more crucial.
- List Fatigue: Sending too much email, even if initially wanted, can cause list fatigue, reducing engagement and increasing complaints.
- Inactive Users: Sending to unengaged users negatively impacts sender reputation and deliverability.
Key considerations
- Domain Reputation: Monitor domain reputation with Gmail and Yahoo, especially after DKIM/DMARC changes.
- Inbox Testing: Utilize inbox testing tools to identify spam folder placement issues.
- Engagement Metrics: Shift focus from open rates to other engagement indicators like click-through rates and conversions due to Apple MPP.
- Sending Frequency: Carefully monitor sending frequency and relevance to prevent list fatigue.
- List Cleaning: Implement a regular list cleaning process to remove unengaged users.
- Segmentation & Targeting: Improve segmentation and targeting to ensure emails are relevant to recipients and increase engagement.
Expert view
Expert from Spamresource.com highlights that removing unengaged users from your list is critical for maintaining good deliverability. Sending to inactive addresses decreases sender reputation and thus email engagement.
28 Nov 2024 - Spamresource.com
Expert view
Expert from Email Geeks believes that ISPs fine-tuning filters in Q1 and senders implementing or changing DKIM settings en-masse could contribute to engagement drops.
10 Mar 2023 - Email Geeks
What the documentation says
5 technical articles
Documentation from Google, Microsoft, RFC Editor, SparkPost, and IETF points to several key factors influencing email engagement rates, particularly highlighting the impact of changes implemented around February. These include sender reputation, authentication (SPF, DKIM, DMARC), list hygiene, spam complaints, content relevance, and IP warm-up practices. Sudden changes in sending practices or incorrect DMARC/SPF configurations can negatively affect deliverability, leading to reduced engagement. Gradually increasing sending volume, especially from new IPs, is crucial to avoid triggering spam filters.
Key findings
- Sender Reputation: Sender reputation is a critical factor influencing email deliverability and engagement. Negative reputation can lead to emails being marked as spam.
- Authentication: Proper authentication (SPF, DKIM, DMARC) is essential to prevent email spoofing and ensure deliverability. Incorrect configuration can result in emails being flagged as spam.
- List Hygiene: Maintaining a clean and engaged email list is vital. Sending to inactive or uninterested recipients negatively impacts sender reputation and deliverability.
- IP Warm-up: Gradually increasing sending volume (IP warm-up) is crucial for new IPs or domains to establish a positive sender reputation.
- DMARC Impact: Incorrectly implementing or changing DMARC policies can significantly affect email deliverability and engagement.
Key considerations
- Monitor Reputation: Regularly monitor sender reputation to identify and address any potential issues.
- Review Authentication: Periodically review and verify SPF, DKIM, and DMARC configurations to ensure proper email authentication.
- List Management: Implement a robust list management strategy to remove inactive subscribers and maintain a high level of engagement.
- Gradual Sending: Gradually increase sending volume, especially from new IPs, to avoid triggering spam filters.
- Track Changes: Carefully track any changes made to sending practices, authentication methods, or DMARC policies to identify potential causes of engagement drops.
Technical article
Documentation from IETF (Internet Engineering Task Force) describes SPF (Sender Policy Framework) as an email authentication method designed to prevent sender address forgery. Incorrect SPF records can lead to emails being marked as spam and a drop in email engagement.
9 Jun 2024 - IETF
Technical article
Documentation from Microsoft highlights the importance of proper authentication, list management, and content relevance for bulk emails. They also warn that sudden increases in email volume, especially from new IPs, can trigger spam filters and hurt engagement.
27 May 2024 - Microsoft
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