Why are My Open Rates Dropping?

If you’re running email campaigns and suddenly notice fewer people are opening your emails, it’s frustrating.

Open rates are a quick way to tell if your audience is paying attention—or if something’s off. The truth is, declining open rates happen to almost everyone at some point. The good news? They’re almost always fixable.

Email marketing is still one of the best ways to connect with your audience, but inboxes are more crowded than ever.

Subscribers are picky about what they read, email apps are cracking down on spam, and Apple and Google’s privacy changes mean you’re no longer seeing the full picture.

Understanding why your open rates are dropping—and what to do about it—can save you from sending emails that no one reads.

Let’s break down what could be happening and how to turn things around.

1. Your Subject Lines Might Be Losing Their Punch

Subject lines are like storefront signs. If they don’t stand out, people walk right past. If your emails sound the same every time—too promotional, too vague, or too predictable—subscribers tune out.

How to fix it:

• Test different styles: Try asking a question, teasing content, or being direct.
• Keep it short: Aim for 6–9 words so it’s easy to read on mobile.
• Personalize when it makes sense: Adding a name or specific detail can make the email feel like it’s written just for them.
• Avoid spammy words: Phrases like “Act now!!!” or “Guaranteed” can hurt deliverability.

2. Your Emails Might Be Going to Spam or Promotions Tabs

Even if your content is great, it won’t matter if it’s buried in a folder no one checks. Email providers like Gmail are constantly updating filters, and one wrong signal—like using a shared sender email or too many links—can send your message to the spam folder.

How to fix it:

• Use your own domain: Sending from “[email protected]” looks more trustworthy than Gmail or Yahoo addresses.
• Warm up your sending reputation: Start by emailing small, engaged segments before blasting your whole list.
• Keep your list clean: Remove inactive subscribers so you’re not sending to people who never open.
• Check deliverability tools: Platforms like MailDrip.io help you spot issues before they hurt your open rates.

3. Your List May Have Gone Cold

If you haven’t emailed your subscribers in a while, they might forget who you are. When people don’t recognize the sender, they’re more likely to skip or delete.

How to fix it:

• Reintroduce yourself: Send a friendly reminder about who you are and why they signed up.
• Use a re-engagement campaign: Something as simple as “Still want to hear from me?” works wonders.
• Segment your audience: Send different messages to people based on how recently they engaged.

4. Apple Mail Privacy and Other Tracking Changes Are Skewing Data

If you noticed a sudden drop after 2021, Apple’s Mail Privacy Protection is likely part of the reason. It hides open data by automatically marking emails as “opened” or “unopened,” making your metrics less reliable. In other words, some of your “drop” might just be a measurement problem—not a real drop in interest.

How to fix it:

• Look beyond open rates: Track click-through rates and conversions instead of just opens.
• Use link clicks as a signal of engagement: If people are clicking, they’re reading—even if your open rates look off.
• Rely on your data: Tools like MailDrip.io let you automate follow-ups based on actions (like clicks), not just opens.

5. Your Content May Not Match What Subscribers Want

Sometimes the issue isn’t technical—it’s about relevance. If your audience signed up for one type of content but gets something else, they’ll stop opening.

How to fix it:

• Survey your subscribers: A quick “What do you want to see from me?” email can give you valuable direction.
• Set clear expectations: Make sure people know what they’re signing up for.
• Deliver value first, promotions second: Share useful tips, stories, or insights more often than you pitch.

6. Your Sending Schedule May Be Off

Too many emails and people get annoyed. Too few and they forget you exist. The sweet spot depends on your audience—but consistency always wins.

How to fix it:

• Start with once a week: See how people respond, then adjust.
• Automate with drip campaigns: Platforms like MailDrip.io let you send consistent, pre-scheduled emails without doing it manually.
• Check the timing: Test different days and times to find when your audience is most likely to open.

FAQs

What’s considered a “good” open rate?

It varies by industry, but most fall between 20%–30%. What matters is how your rates compare to your own past performance.

Are open rates still reliable?

Not completely. Privacy updates from Apple and Gmail mean opens are less accurate. Clicks and conversions give you a clearer picture of engagement.

Should I delete subscribers who never open my emails?

Yes—after a re-engagement attempt. Keeping inactive subscribers drags down your deliverability.

How does MailDrip.io help improve open rates?

MailDrip.io makes email automation simple with tools like drip sequences, free templates, and Pay-As-You-Go options. You can easily segment your audience, personalize messages, and maintain a healthy sending reputation—all without the hassle of managing it manually.

Bringing It All Together

A drop in open rates doesn’t mean your audience has vanished—it usually means something small needs fixing. From subject lines to deliverability to list hygiene, every piece plays a role in getting your emails read.

With the right tools, you can send consistent, engaging content to people who want to hear from you.

MailDrip.io makes that process effortless—so you spend less time worrying about metrics and more time connecting with your audience.

If your email performance dipped this month, which of these fixes will you try first?