Top Reporting Metric Issues

High delivered per sent but low open, spam, unsubscribe, and click rate

Why? Mail is getting accepted but is most likely being filtered to the spam folder by the inbox provider due to overall sending reputation. Messages could be getting filtered before the recipient could open, mark as spam, click, etc. This behavior is typically based on sending reputation.

Repair plan:

  1. Determine which mailing may have started the decline in metrics.
  2. Review mailings affected to determine the level of recipient engagement and how relevant the subject line and content was to that audience.
  3. To improve sending behavior, target that engaged audience for the next two mailings.
  4. Expand the target audience every two mailings until the open rate improves.
  5. If the open rates begin to decline again, segment that expanded audience.
  6. Segment the unengaged population. If you must target the unengaged, target them less frequently with more personalized mailings.
  7. Monitor your engagement metrics after each send and modify mailings if needed.
  8. Review Email Best Practices.

High delivered per sent and open but low click rate

Why? The CTA (call to action) may be not be strong enough

Repair plan:

  1. Determine which mailing may have started the decline in metrics.
  2. Review mailings affected to determine the level of recipient engagement and how relevant the content was to that audience.
  3. Mailings should be 70% text 30% image ratio (depends on interest/usage of heat maps
  4. Keep main CTA in the top  20% of the message.
  5. Monitor your engagement metrics after each send and modify mailings if needed.
  6. Review Email Best Practices.

Low delivered per sent, open, bounce, spam, unsubscribe, and click rate

Why? This could be a result in large spikes in volume. Inbox providers may not be expecting the volume which could lead to temporary deferrals. Our email service provider, will continue to retry sending for 72 hours. After this time, the mail will fail out affecting your Delivered per sent rate. This behavior is typically based on overall sending reputation or rapid increase in sending volume on the IP.

Repair plan:

  1. Determine which mailing started the decline in delivery rate.
  2. Review mailings affected to understand the level of recipient engagement and how relevant the content was to that audience.
  3. To improve sending behavior, target that engaged audience for the next two mailings.
  4. Expand the target audience every two mailings until the open rate improves.
  5. If the open rates begin to decline again, segment that expanded audience.
  6. Ramp up your volume gradually if you need to increase by more than 30% for a “big push/holiday” to avoid delivery failures.
  7. Monitor your engagement metrics after each send and modify mailings if needed.
  8. Review Email Best Practices.

Increased spam rate

Why? This is typically related to frequency of mailings or mail that was unexpected.

Repair plan:

  1. Determine which mailing reported the increased spam rate.
  2. Review mailings affected to understand the level of recipient engagement and how relevant the content was to that audience.
  3. Adjust frequency of mailings and target this audience with more relevant and personalized content.
  4. Monitor your engagement metrics after each send.
  5. During the sign up process, offer subscribers the option to choose frequency of mail and content types they prefer through a preference center.
  6. Review Email Best Practices.

High unsubscribe or spam rate

Why? This is typically related to frequency of mailings or the type of mail received was unexpected. The mail may not be relevant to recipients.

Repair plan:

  1. Permanently suppress unsubscribes.
  2. Review the mailing(s) that caused the unsubscribes to understand the level of recipient engagement and how relevant the content was to that audience.
  3. Target the audience that did not unsubscribe with more relevant and personalized content.
  4. Monitor your engagement metrics after each send and adjust frequency as needed.
  5. During the sign up process, offer subscribers the option to choose frequency of mail and content types they prefer through a preference center.
  6. Review Email Best Practices.

Our internal teams are not receiving test emails

Why? Client internal filters may be filtering the test emails.

Repair plan:

  1. Request your IT team, whitelist the sending IP and from address.
  2. Review Email Best Practices.

 


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