Drop in open rates for email deliveries in ÃÛ¶¹ÊÓƵ Campaign Classic
Open rates for email deliveries dropped despite no changes being made to workflows or content. To fix this, investigate IP reputation, test delivery templates, check tracking formula, ensure accuracy with customized workflows and reports, check browser/device impact, and monitor tracking data.
Description description
Environment
ÃÛ¶¹ÊÓƵ Campaign Classic (ACC) Hosted- v7 & v8
Issue/Symptoms
- The open rates for emails have decreased from X% to Y% starting from a specific date.
- Emails are being sent successfully, but the system isn’t recording open events as expected.
- This issue affects multiple brands and isn’t limited to any specific recipient domains or email providers.
- There were no recent upgrades or changes made to the system before the decline in open rates.
- The data schemas involved in this issue are
nms:trackingLogEventHistoandnms:broadLogEventHisto.
Resolution resolution
- Investigate IP reputation as poor IP reputation can lead to emails being flagged as spam or blocked by recipient servers, reducing open rates. Check sender scores and ensure your IP is not listed on public blacklists.
- Create a new delivery template from scratch and send test emails using this template. Verify whether open events are still undefined or missing.
- Check if the tracking formula is customized. If so, test using the Out-Of-The-Box (OOTB) tracking formula to determine if customizations are affecting the ability to accurately track opens. Work with development teams to validate workflow configurations and ensure proper implementation of tracking mechanisms.
- Compare customized workflows or reports with the Out-Of-The-Box (OOTB) versions to ensure accuracy when examining tracking data.
- Investigate whether specific devices (for example, Apple devices) are contributing to the drop due to privacy settings like Mail Privacy Protection, which may block tracking of open events.
- Confirm if tracking logs capture all required data types (for example, open Ìý±¹²õ not defined). If discrepancies exist, adjust query logic accordingly. Compare data before and after the impact start date for anomalies or sudden spikes/drop-offs in not defined records within tracking logs.
- If you suspect deliverability issues but lack a deliverability package, consult your Solution Account Manager about obtaining one for further analysis.
- Run small-scale tests targeting specific users or domains to isolate potential causes of the drop in the open rates.
- Consider external factors like changes in recipient behavior or updates in privacy settings by email clients (for example, Apple Mail) that may impact tracking accuracy.
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