We set up a drip campaign a few months back and have pushed out 3 emails within a smart campaign flow, with our open rates hovering around 7-7.5%. We have been very disappointed with these results, which were far below the performance of our one-off Sales Insight emails (20%+ open rates).
So, we decided to perform a test, taking 50 of our leads from this campaign, and resending them our "Email 2," but individually through Marketo templates in Gmail. Our open rates from the test's individual sendouts are at 18.2%. The issue seems very clear now - something is interfering with our deliverability when we use Marketo mass emailing vs individual Gmails. Can anyone answer what this is and how to remedy it?
I'm not sure why this might happen, but try using Litmus (www.litmus.com) to test how your emails look - they also have a deliverability tool (for an extra fee).