When you are migrating from one Email service provider (ESP) to another, you might 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 time, when customers make significant changes to their messages, the 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
Other
2. Large Internet service providers (ISPs) like Gmail, Yahoo, or Microsoft may need a little time to adjust their metrics. ISPs constantly update their records regarding current and previous interactions with your mail or domain. There is nothing to worry about; the issue is temporary, and your metrics will return to their usual range.
Warming Up Sender Reputation
If you managed to collect a huge list of subscribers, we highly recommend that you 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 they are still engaged with your content. It is possible that such customers do not even open your newsletters anymore. Send content to your recently opted-in subscribers - they are far more interested in your content!
We noticed that subscribers who 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.