When you are migrating from one Email service provider (ESP) to another, you may notice some changes in your deliverability results after you send your first message.
In this article, we will explain the main causes and solutions for the changed metrics.
Reasons affecting deliverability metrics
Your deliverability metrics can be affected based on the following reasons:
1. Your message content changed. Most of the times, when customers make significant changes to their messages, deliverability rate can suffer. It may be caused by the following:
- New layout in your message
- Change of the From address
- Change of the hosting company
- Advertising a new site that already has a bad reputation elsewhere
2. Large Internet service providers (ISPs) like Gmail, Yahoo or Microsoft may need a little time to adjust their metrics. ISPs update their records regarding current and previous interactions with your mail or domain constantly. There is nothing to worry about, the issue is temporary and your metrics will get back to the usual range that you had before.
Warming up sender reputation
If you managed to collect a huge list of subscribers, we highly recommend you to warm-up your sender reputation. The key here is to keep sending your content to engaged subscribers only. Start from the newest ones you gained and remember, if a subscriber is with you for many years, it does not mean that he / she is still engaged to your content. It is possible, that such customers do not even open your newsletters anymore. Send content to the recently opted-in subscribers - they are far more interested in your content!
We noticed that subscribers that do not engage with your campaigns are the common cause of complaints, spam traps, and hard bounces. Too much of this means that your email may find itself in a lower position in an inbox, or an immediate banishment to the spam folder.