Has anyone else experienced an open rate decline in Marketo? I have been racking my brain trying to figure out where we have gone wrong. I thought it was a deliverability issue but I recently discovered a significant discrepancy between Marketo reports and Email on Acid. According to Marketo, a recent campaign we deployed was 25.6%. Email on Acid on the other hand shows 42% which is along the lines of what we should expect.
if you aren’t using a branding domain, the Marketo pixel can be easily identified as a tracking pixel, so may be treated differently (just as marketo.com can make its way onto tracking protection lists)
if you are using a branding domain but your DNS infrastructure is messed up, the pixel download could fail sometimes and not others; this would affect Clicked Link in Email activities as well
if you have dynamic content it’s possible to break the tracking pixel image for some recipients and not others (i.e. by having an open HTML comment — I’ve seen it!)
if you aren’t using a branding domain, the Marketo pixel can be easily identified as a tracking pixel, so may be treated differently (just as marketo.com can make its way onto tracking protection lists)
if you are using a branding domain but your DNS infrastructure is messed up, the pixel download could fail sometimes and not others; this would affect Clicked Link in Email activities as well
if you have dynamic content it’s possible to break the tracking pixel image for some recipients and not others (i.e. by having an open HTML comment — I’ve seen it!)
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