Welcome series drop in open rates - anyone else?

Sarah Robie · September 2019

H emailers - I manage email deliverability at WWF, and I've become increasingly concerned about a drop in open rates for our welcome series. Since February 2018, I've seen our open rates for the first message (which sends a day after people join our list) drop by more than half without a decrease in open rates across other emails that we send. I tried updating/cleaning the welcome email HTML early this year, with little to no change. We have email validation and CAPTCHA on the important places on our site, so hard bounces aren't playing a big role here.

I wanted to see if others had experienced a drop as well - a signal that it might be a shared IP issue for email statuses that are listed as "unknown" in Luminate. Thanks in advance for any insight you can share.
https://docs.blackbaud.com/email-resource-center/faqs/luminate-online#how-does-the-system-handle-new-subscribers

Philip Nawrocki · September 2019

Hi Sarah,

I looked at our open rates and they are staying consistent. Anywhere from 44 - 39%.

Have you looked to see if those constituents that didn't open your welcome series have been opening anything else you send?

Maybe seed yourself in your welcome series to see how it is getting delivered, re: Inbox placement.

Thanks,

Phil

Sarah Robie · September 2019

Thanks for checking, Philip Nawrocki‍! That's a great idea about seeding a list in the welcome series. I will do that as a next step.

Welcome series drop in open rates - anyone else?

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