My email open rates dropped from 35% to 12%. What happened?
I run an email newsletter for an e-commerce store and my open rates tanked overnight. I was consistently at 30-35% and now I'm at 12%. I didn't change my subject lines or send frequency. I'm using Mailchimp. What could have caused this and how do I fix it?
1 Answer(s)
A drop from 35% to 12% overnight almost always means a deliverability problem, not a content problem. Here's what to check:
1. Check your spam score. Go to Mailchimp > Deliverability and check if you're landing in spam. If yes, your domain or IP might be blacklisted.
2. Did you buy a new list or use a new tool? If you imported new subscribers or used a new signup form, that could trigger spam filters. New contacts from unknown sources get flagged.
3. Check your authentication. Make sure SPF, DKIM, and DMARC are set up correctly. Go to MXToolbox.com and type in your domain. If any show red, that's your problem.
4. Gmail/Outlook changes. Google and Microsoft frequently update their filters. What worked last month might not work today. This is the most common cause.
Quick fixes: Warm up your sending by gradually increasing volume over 2 weeks. Remove inactive subscribers (anyone who hasn't opened in 6 months). Segment your list and send more targeted emails. Test your subject lines with Mailchimp's A/B testing.