Email open and click rates skyrocket in sequences, then plummet.

Smart CRM & Sales Hub Sales Email
1

I’d like to preface that I’m still learning when it comes to sales emails (I mostly handle the marketing and PR), so if there’s something I’m missing, please be patient as I’ll probably have more follow-up questions.

Some background:

About a month ago, I began testing some new messaging for a sales sequence, and our click/open rates were incredibly high-- around 70% compared to a previous 30%. I tested the messaging and subject lines again to replicate the results and got the same numbers (~70% open and click rates). However, the latest launch showed open and click rates of around 5%. I’m not sure what’s going on, and I’ve been looking into it. So far, I’ve ruled out these possibilities:

  • Messaging: subject lines and email messaging are the exact same as prior, successful sequences.
  • Sequence type: I tested messaging with both a regular sequence and a dynamic sequence, and received the same open and click rates.
  • Date/time emails were sent: sequence launch dates are across the board, but steps with high opens all happened during the last 2 weeks of the month.
  • Bounce Rate: Our emails always have incredibly low bounce rates, and we double-check the integrity of our email addresses before sending anything.
  • Sequence sender score: SSS has been consistent throughout all sequences thus far.

I’m not sure what I’m missing here, so any help would be greatly appreciated!

2

Hi @EEschler,

However, the latest launch showed open and click rates of around 5%.

Is this latest launch with the same audience you were seeing better results with?

If so, Contact Fatigue might be the main reason for the engagement drop.

I would recommend going through @MaksKhan’s answer in this thread: https://community.hubspot.com/t5/Sales-Email/Lower-Engagement-in-HubSpot-Sequences-Compared-to-Manual-Sending/m-p/1169614

This answer from @Jnix284 is for marketing emails but can be helpful here: https://community.hubspot.com/t5/Email-Marketing-Tool/Open-rates-on-our-Email-Campaigns-have-significantly-dropped/m-p/971943

Recommend these resources for better understanding and improving engagement of your campaigns.

Best Sequence practices in HubSpot

Lower open rates in HubSpot

If this helps, feel free to mark it as the solution :check_mark: and give it an upvote :+1: !

3

Hey @Jigar_Thakker, thanks for the response! The audience in this sequence is not the same as in previous, successful sequences, but they fit within the same target market.

I’ll try some of the things recommended in the threads you linked.

4

Hi @Jigar_Thakker, I tried what you recommended and got the same results, so this did not help. Apologies!

5

Hi @EEschler,
Thank you for posting to the Community!
I’d like to tag in some of our Community Champions to see if they have any other suggestions on this.
Hi @StjepanGrcic @Phil_Vallender and @Bryantworks I hope you all are having a great Friday! Do you have any suggestions on @EEschler’s post above?
Thank you!

Cassie, Community Manager