0% open rate: Please help/possible problem

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  • Updated 1 year ago
Hello,

This month, two mailings sent out from our Parks & Recreation Department's sub-account to large lists came back with dramatically reduced open rates than is typical for these types of campaigns. They were not unusual in any way that we can see, and we have sent out similar campaigns to the same lists many times before with much higher open rates (20-30%). Can you help us pinpoint what went wrong with these two mailings?

The first went out on May 10 at 1 p.m. The email title is "2017 Summer Adult Sports." The subject line was "Kickball and Softball Leagues Starting Soon!" We had a 0% open rate on this email to a list of over 30,000 recipients. This is alarming to say the least.

The second went out on May 18 at 11:30 a.m. The email title is "Parks & Rec Newsletter - May 2017." The subject line was "May News from Parks & Recreation." We had a 4% open rate on this one - also alarming, but not 0% alarming...
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City of Vancouver, Washington

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Posted 1 year ago

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Grey Stepp, Support Team Manager

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Hi there, 

Thanks for reaching out!  

This morning we had a small outage that has affected some of the response data totals in accounts.  The response data has been repopulating since.  

I just checked out the May 10th mailing and I'm showing 20% opens, so that one looks about normal.  

The May 18th one is a bit troubling, as right now it's only showing me 2% opens.   I'm going to check in with my deliverability team to see if they noticed anything odd about that.  It's entirely possible that the numbers are just going to be updating for a bit as the response data is still catching up from this morning.  

I'll get back with you with my findings.  

- G
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City of Vancouver, Washington

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Thank you. Yes, the May 10 one looks fine now.
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Grey Stepp, Support Team Manager

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Hi again!  Thanks for your patience while we were sorting that out.  

Taking a look at this mailing with the 2% open rate, it looks like it's missing the tag that we include in mailings that tracks opens.  

This is a hidden bit of code in the footer of the mailing, and nothing that you would have been able to change or disable, but for some reason in this particular send, that tracking "bug" was not included in the send.  

This means that the only way it has to track opens is through link-clicks, which is why you're seeing the click rate and open rate as the same.  

This is certainly an anomaly, and I checked to make sure the template was fine and it is.  I even sent myself a test to make sure and the tracker was in place and it was.

For now I'm thinking it's best to say this was a one-off issue and not something I would expect to pop up again.  

Let me know if you have any questions!

- Grey 
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City of Vancouver, Washington

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Thank you. I will make sure the user of that account doesn't reuse/copy that campaign for next month's newsletter.