11 Replies Latest reply on Jul 31, 2018 10:07 AM by Sanford Whiteman

    Email Deliverability and Sender Domain

    David Negron

      I am looking for advice on how to better understand why our email open rates are so low (sitting at roughly 10%) as well as learn if I can use the same sender domain if our company just got acquired and net new employees wouldn't have the same email scheme as the previous domain. Do you think this could be causing the issue for deliverability as well?

        • Re: Email Deliverability and Sender Domain
          Josh Hill

          how are you setting up your emails now?


          Are all the technical pieces in place? (DKIM, SPF, etc...)

           

           

          Using shared IP?

           

          is your list Opt In or US Opt Out?

            • Re: Email Deliverability and Sender Domain
              David Negron

              Hi Josh Hill thanks for responding. It says the SPF and DKIM are verified in Marketo. We are using a shared IP address but our lists are predominantly opt-in and even emails to our current customer base are low in open rates. I have tried testing text emails and html with graphics but It still is suspiciously low in engagement.

               

              I have suspected something was going on but became apparent when inviting customers to our user conference and receiving feedback that they did not receive an invitation or they didn't see it because it was in their spam/junk folders.

                • Re: Email Deliverability and Sender Domain
                  Sanford Whiteman
                  • tell us your real domain
                  • show us the headers of a received email (Show Original Message in Gmail, Show Headers in Outlook, etc.)
                    • Re: Email Deliverability and Sender Domain
                      David Negron

                      Sanford Whiteman

                      here is the header on Outlook

                      Received: from BN6PR06MB3281.namprd06.prod.outlook.com (2603:10b6:404:10a::18)

                      by BN6PR06MB3281.namprd06.prod.outlook.com with HTTPS via

                      BN6PR13CA0008.NAMPRD13.PROD.OUTLOOK.COM; Tue, 17 Jul 2018 13:00:17 +0000

                      Received: from CY4PR0601CA0068.namprd06.prod.outlook.com

                      (2603:10b6:910:89::45) by BN6PR06MB3281.namprd06.prod.outlook.com

                      (2603:10b6:405:46::25) with Microsoft SMTP Server (version=TLS1_2,

                      cipher=TLS_ECDHE_RSA_WITH_AES_256_GCM_SHA384) id 15.20.952.18; Tue, 17 Jul

                      2018 13:00:16 +0000

                      Received: from CO1NAM04FT044.eop-NAM04.prod.protection.outlook.com

                      (2a01:111:f400:7e4d::204) by CY4PR0601CA0068.outlook.office365.com

                      (2603:10b6:910:89::45) with Microsoft SMTP Server (version=TLS1_2,

                      cipher=TLS_ECDHE_RSA_WITH_AES_256_CBC_SHA384) id 15.20.973.16 via Frontend

                      Transport; Tue, 17 Jul 2018 13:00:16 +0000

                      Authentication-Results: spf=pass (sender IP is 199.15.215.81)

                      smtp.mailfrom=em-sj-77.mktomail.com; wolterskluwer.com; dkim=pass (signature

                      was verified) header.d=tagetik.com;wolterskluwer.com; dmarc=bestguesspass

                      action=none header.from=tagetik.com;

                      Received-SPF: Pass (protection.outlook.com: domain of em-sj-77.mktomail.com

                      designates 199.15.215.81 as permitted sender)

                      receiver=protection.outlook.com; client-ip=199.15.215.81;

                      helo=em-sj-81.mktomail.com;

                      Received: from em-sj-81.mktomail.com (199.15.215.81) by

                      CO1NAM04FT044.mail.protection.outlook.com (10.152.91.95) with Microsoft SMTP

                      Server (version=TLS1_2, cipher=TLS_ECDHE_RSA_WITH_AES_256_CBC_SHA384_P384) id

                      15.20.952.17 via Frontend Transport; Tue, 17 Jul 2018 13:00:16 +0000

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                      OTozNzEyNzo1NDYxNTYw

                      Received: from [10.0.87.249] ([10.0.87.249:39341] helo=sjmas03.marketo.org)

                      by sjmta08.marketo.org (envelope-from <marketing@tagetik.com>)

                      (ecelerity 3.6.8.47404 r(Core:3.6.8.0)) with ESMTP

                      id 61/20-15243-E58ED4B5; Tue, 17 Jul 2018 08:00:14 -0500

                      DKIM-Signature: v=1; a=rsa-sha256; q=dns/txt; c=relaxed/relaxed; t=1531832414;

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                      h=Date:From:To:Subject:MIME-Version:Content-Type;

                      bh=rq5Ad18NOdCVbZr/snoqKZS1PIZVuoGYlA6QYGeCNSE=;

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                      6/7r/0jpN8KUoTRA0ackMKVJ4iaXQfvSTvd7PYOM=

                      DKIM-Signature: v=1; a=rsa-sha256; q=dns/txt; c=relaxed/relaxed; t=1531832414;

                      s=m1; d=mktomail.com; i=@mktomail.com;

                      h=Date:From:To:Subject:MIME-Version:Content-Type;

                      bh=rq5Ad18NOdCVbZr/snoqKZS1PIZVuoGYlA6QYGeCNSE=;

                      b=RqBWZrZR/m+rXEg+uh0bhYMs9qotGTu+FW7yMLIhSCAWu+jB7/3Evfds2jSnNYny

                      cMPBuqedrVtvsFZTig+sHIE/HdNdsaksR/zH0M3rgA9L7m4876jugVepX/STB2SEH31

                      qSsF/oU6SZiI4h7WkhkHtOKii7eiFEPMHf3DEAP0=

                      Date: Tue, 17 Jul 2018 08:00:14 -0500 (CDT)

                      From: CCH Tagetik <marketing@tagetik.com>

                      Reply-To: <marketing@tagetik.com>

                      To: david.negron@wolterskluwer.com

                      Message-ID: <1380871960.-521882742.1531832414028.JavaMail.root@sjmas03.marketo.org>

                      Subject: How Medline streamlined their consolidation process

                      MIME-Version: 1.0

                      Content-Type: multipart/alternative;

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                • Re: Email Deliverability and Sender Domain
                  Annette Giordano

                  Email Open Rates can be tied to a myriad of things...

                   

                  - Subject lines

                  - Preheader text

                  - Syntax for both (both should be in sentence case, and no more than 3 punctuation marks)

                  - Inboxing rate (are your emails going to spam? Or are they ending up in inboxes?)

                  - Device neutrality (are your emails responsive for all devices and email clients?)

                  - Message envelope - the friendly-from and reply-to addresses

                   

                  If all of the technical pieces are in place, and you know that your emails are getting in front of eyeballs, then the issue is that people just aren't wanting to open your emails :-/  The challenge becomes getting more people to want to open your emails, and that is a huge ball of wax on its own.

                   

                  Now if it's Deliverability you're having an issue with (because you're seeing high Bounce rates) then I'd look more into the source of the bounces.  Are they coming from a particular domain?  Are your messages for larger audiences getting higher bounce rates than your smaller audiences?

                   

                  For the domain, you'll need to switch over to the new domain for the new parent company as soon as your website is switched.  CAN-SPAM rules apply there.  But in the meantime, I highly recommend that you make the "from" name for your emails "Company Y, now a part of Company X" so that people get used to the new name.

                  • Re: Email Deliverability and Sender Domain
                    Jo Pitts

                    David,

                    I recently did some work for a client that showed that while they were getting circa 20% open rates it was pretty much always the same people opening the emails (we did this by analysing across about 3 months of email sends).  Of their 50k emailable base, the reality is that only about 10k were even vaguely engaged.  This has now lead to a pretty significant piece of work around cross channel re-engagement (combination of in store, web, social, SMS etc.)

                     

                    So, there are a few things to consider:

                    1. Work out who makes up the 10%.. is it the same 10% week on week.  If so, then look at why the other 90% aren't opening (maybe pick up the phone and ask a few).
                    2. Make sure you aren't hitting the major email providers spam traps (this can happen even with SPF and DKIM set correctly). It may be worth checking out www.senderscore.org
                    3. What are your click through rates?  Revenue?  Event Attendance?  Is open rate really the measure of success you are looking for?
                    4. Have you tried to find out what open rates are for similar types of eDM comms in the industry sector you are in?  10% may be normal .

                     

                    Best of luck getting the rates up.

                     

                    Regards

                    Jo