Author Details
Vinay Mehendi
Vinay Mehendi, PhD focuses on customer engagement, alternative data, technographics, and CRM data management. he was listed as Top 20 B2B Marketer by Ruth Stevens in 2020. He is a Clemson graduate.
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Root Cause Analysis On Open Rates
It is true that the goal of an outreach campaign is to get a response. Sales folks should and talk in terms of response rate and not open rates. A good response rate can be guaranteed when you know that your communication is reaching them. Marketers and demand generation folks will be concerned about low open rates. There are many reasons why open rates can go wrong. This is the foundation of email marketing and one should get it right.
| Potential Causes | Checklist | Recommendations |
|---|---|---|
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Check domain health using tools (MXToolBox.com)
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Settings such as DKIM, SFM, DMARC must be fine. |
In case you end up changing these settings, you might want to warm your mail domain.
Make sure that your domain has been sending 30 minimum and 50 emails every day because you do the campaign.
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Check data Health
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How many emails do bounce ?
What is the age of the data ?
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Remove bounces data.
If you have a vendor or market research, ask them to figure out the new email addresses of these people. It is useful when you have the same ICP.
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Check Data Quality
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How many emails are of status = verified through verification APIs. Generally, 40 % of the emails are through verification from a vendor.
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Always ask for a linkedin profile also. It helps you put the pressure on the data vendor and every profile is checked beforehand.
Raise an issue if status = verified is less than 20%.
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Check Data Usefulness
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Are you sending communication to the right buyer ?
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Identify the main buyer from the buying committee. Check your messaging, positioning on this buyer.
Exclude other buyers when your open rates are low.
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