Low open rates? Let’s talk deliverability.

Hey, Patrick here.

One of the most common issues we have to deal with is deliverability.

You’re sending campaigns, but your open rates are in the teens.

Simply what’s happening is your emails aren’t hitting the primary inbox.

They’re going to spam or promotions.

This usually happens for one reason: you’re sending to massive, unengaged segments.

Your list just hasn’t heard from you in a while, and when you email them, they flag you as spam or just ignore you, which hurts your reputation with inbox providers.

Here’s my recommendation for how to fix it. It’s a process, but it works.

1. Set up a dedicated sending domain. This is non-negotiable. It’s like getting your own license plate instead of using a shared one. It’s the #1 thing you need to do to build your own reputation.

2. Start with your warmest customers. For the next few weeks, send your campaigns only to your most engaged segments, like people who have purchased or opened an email in the last 90 days. This will “season” your domain and show the inbox providers that people actually want your emails.

3. Slowly expand. As your open rates stabilize above 40% (that’s our bare minimum), you can start to slowly add older, colder people into your sending lists. Week over week, you’ll earn the right to hit more of your list.

It always feels good to send to a massive list and see a spike in revenue, but in the short term, it’s slowly killing your deliverability.

You have to earn your way back into the primary inbox.

Any questions on this, just let me know.

Talk soon,

Patrick O’Driscoll

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