Open Rate Drop: Seeking Solutions for Our Recent Email Campaigns

Question

Hello Community,We recently took control of an online store and have sent out two email campaigns since then. The previous owner also used Klaviyo and typically achieved open rates of 43-45%. We transferred the email contacts exactly as they were, and for the first two campaigns, we had open rates of 29.5% and then only 22% for the second one.We're wondering why the open rate has dropped so significantly by more than 50%. Can anyone provide some insights or assistance with this issue? We'd greatly appreciate your help.Thank you very much.

inboxingmaestro · Accepted Answer

Hi@MaraniaWhen you say that you took control of an online recently from previous owner, did you mean - 1) moving the store on toa new top level website domainor it’s the same TLD? 2) Using the same sending domains on new Klaviyo account or created a new sending domain setup.In either scenario, when you go through any migration phase (from deliverability perspective), it’s necessary to establish the sending reputation with mailbox providers by following email best practices. I’m not sure whether the migration is done completely and you have set the expectations with the list once you have taken control.- Have you gone through any warmup & rampup exercise while ensuring you have suppressed the blacklisted data on Klaviyo account?- Was there any spike in negative KPIs like spam complaints, bounces, or unsubscribe?- What is your domain/IP reputation health?- Have you tried checking where your emails are landing - in inbox or spam?Last but not least, fluctuations in open can happen anytime and should not be a concern unless there’s an impact of other important KPIs too.Let me know if you have any further questions.Regards,Mohsin

Brian Turcotte · Answer

Hi @Marania!Essentially, this is going to boildown to the details of how you“took control” of the new store. Did the previous owners of the store also transfer an old Klaviyo account?From a deliverabilitystandpoint, it’s possible you’reseeing drops in open rates because someinboxes can identify when you are using the same branding/logos/lists as a different sender, and mark them as suspicious. In other words, it could be a consequence of the old sending infrastructure not being brought over.That said, I would recommend the following Community threads to help improve your overall deliverability:Best,Brian

Open Rate Drop: Seeking Solutions for Our Recent Email Campaigns

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