Open rates and deliverability are closely linked.
If your open rates are low, inbox providers such as Gmail and Outlook may assume your emails are unwanted. This can reduce deliverability and push future campaigns into spam or junk folders.
This guide explains why open rates matter and what you can do to improve them.
Why open rates affect deliverability
Email Service Providers (ESPs) analyse recipient engagement to determine whether your emails should reach the inbox.
If open rates are low, ESPs may assume:
Your emails are unwanted
Your contact list is outdated
Your content is not relevant
This can damage your sender reputation.
Even fully opted-in contacts may stop receiving your emails in their inbox if engagement remains low.
Positive engagement signals
Inbox providers are more likely to deliver your emails when they detect strong engagement.
These include:
Opens – Indicates your emails are relevant
Replies – A strong positive signal
Clicks – Shows interest in your content
Marked as “Not Junk” – Very strong positive signal
Moved to folders – Indicates value
Added to address book – Signals trust
The more positive signals your campaigns generate, the stronger your sending reputation becomes.
Negative engagement signals
The following actions harm your sender reputation:
Marked as junk
Deleted without opening
High bounce rates
If a large proportion of recipients ignore or reject your emails, inbox providers may route all future campaigns to spam — even for previously engaged contacts.
Clean your contact database
Start by reviewing your CRM data.
Ensure only accurate and current contacts are assigned to Digital Marketing Hub.
Resolve duplicate contact records where possible.
Confirm the correct record is synced to DMH.
Remove inactive contacts
Sending to inactive contacts lowers engagement rates and harms deliverability.
As a best practice:
Send regular campaigns only to contacts who have opened in the last 6–12 months.
At minimum, restrict sends to contacts who have opened within the last 12–24 months.
Older data is harder to deliver successfully.
Segment inactive contacts into a lower-frequency list or remove them from regular communications.
Send only to opted-in contacts
You should only send marketing emails to contacts who have granted permission.
Before removing inactive contacts, consider sending a re-engagement campaign asking if they would like to continue receiving your emails.
Always provide a clear unsubscribe option.
Important
Allowing contacts to opt out easily reduces spam complaints and protects your sender reputation.
Send from your business domain
By default, campaigns may be sent from a generic sending domain.
To improve deliverability:
Configure DKIM (DomainKeys Identified Mail) authentication.
Send emails from your own business domain.
Use a familiar “From” name
Contacts are more likely to open emails from a recognised sender.
Ensure:
The correct Relationship Manager is assigned to each contact.
Campaigns are sent from a name your clients recognise.
RBA and eMag campaigns use the Relationship Manager field to determine the sender.
Segment your contact list
Do not send the same campaign to everyone.
Segment your database based on:
Client type
Loan type
Engagement level
Location
Targeted campaigns generate higher engagement and improve open rates.
Review your sending frequency
Sending too often can lead to fatigue and unsubscribes. Sending too infrequently can reduce familiarity and engagement.
As a general guide:
Maintain consistent communication.
Adjust frequency based on audience behaviour.
Monitor engagement metrics and refine your approach.
Focus on valuable content
High-quality, relevant content drives opens and clicks.
Ensure:
Your content aligns with what subscribers signed up for.
Subject lines are clear and relevant.
Calls to action are meaningful.
Engagement builds reputation. Reputation improves deliverability.
Need help?
If you need help improving your Digital Marketing Hub email performance, contact your Partnership Manager or email [email protected].