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Email open rates dropped by 50%!

by designhelp
3 replies
Hello,

We took over a clients email marketing campaigns. They are using "campaigner".

We began using custom designed HTML emails instead of their drag and drop builder that they were using.

The open rates dropped from 25% to 11%. The subjects lines have remained consistent. Besides split testing the design, is there anything else this could be.

(If they aren't opening the email how could it be the design effecting the CTR?)

Thanks so much for any help, thoughts or guesses!
#50% #dropped #email #open #rates
  • Profile picture of the author Adrian Jock
    Originally Posted by designhelp View Post

    The subjects lines have remained consistent.
    That's what YOU think. Maybe the subscribers didn't think alike.

    That's a possibility you shouldn't ignore.

    However, most probably the new HTML is at fault. I guess it's something wrong with it and it flags the spam filters. That would explain the sudden and big drop of the opens.
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  • Profile picture of the author Mcfoxr
    If it is the custom designed HTML emails instead of the drag and drop builder that was the only change introduced, then that could be the factor responsible for the problem. Probably, due to the introduced HTML designs, the spam filter was triggered.

    What you need to do is to isolate the factor that was introduced. What this means is that you should re- introduce the drag and drop builder and see the effect it will have on the open rate.

    Just my two cents
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  • Profile picture of the author Rob Whisonant
    Send the new email to several test accounts over different ISPs. Now open a few and see if the open rate looks good. If it does not, view the source of the received email and see if something may be blocking the pixel image that signals an open from loading.

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    Rob Whisonant
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