--- title: "Open & Click rate drop" id: "23302" type: "page" slug: "open-click-rate-drop" published_at: "2026-09-16T15:28:54+00:00" modified_at: "2026-10-08T12:53:53+00:00" url: "https://www.mailsoar.com/email-deliverability-issues/open-click-rate-drop/" markdown_url: "https://www.mailsoar.com/email-deliverability-issues/open-click-rate-drop.md" excerpt: "Use cases · Open rate drop Why are my email open and click rates dropping? Open rates drop for three […]" --- ###### **Use cases · Open rate drop** # Why are my email open and click rates dropping? Open rates drop for three reasons, and only one of them is your content. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) Providers read weak engagement as evidence that your mail is unwanted, then filter more of it, further weakening engagement. Rewriting subject lines on top of a filtering problem changes nothing. ****A list that has aged** past its engagement** ****Sending pressure** that outruns audience interest** ****Mail already filtered** to spam or Promotions, where opens can’t happen** ###### **Use cases · Open & Click rate drop** ###### **Open rate drop** ## Why are my email open and click rates dropping? Open rates drop for three reasons, and only one of them is your content. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) Providers read weak engagement as evidence that your mail is unwanted, then filter more of it, further weakening engagement. Rewriting subject lines on top of a filtering problem changes nothing. **A list that has aged past its engagement** **Sending pressure that outruns audience interest** **Mail already filtered to spam or Promotions, where opens can’t happen** 01 – **Symptom or cause?** [#trust](#trust) 02 – **What’s killing your engagement** [#deliverability](#deliverability) 03 – **Content vs list vs filtering** [#filtering](#filtering) 04 – **How MailSoar reverses it** [#expert](#expert) 05 – **Email Deliverability Consulting Services** [#services](#services) 06 – **Client results and testimonials** [#client-results](#client-results) 07 – **Open & click rate drop FAQ** [#spam-faqs](#spam-faqs) ## **Falling engagement is both a symptom and a cause** Gmail, Microsoft, and Yahoo score you per recipient based on how people interact with your mail. When engagement drops, they move more of your sends to Spam or Promotions, which lowers engagement further, which tightens the filtering. ****Opens slid for months, then clicks followed.**** The classic filtering curve, not a creative one. ****Gmail dropped, other providers didn’t.**** Provider-specific filtering. **Your list grew, but revenue per send fell.** The new volume is diluting, not compounding. **Frequency went up, totals stayed flat.** Spending reputation to stand still. **Open rate looks fine, clicks don’t** Automated opens are masking the decline. **Re-engagement campaigns underperform** Already filtered, so the win-back never arrives. ## Any of these could be quietly killing your deliverability Each of these causes points to the same outcome: the inbox stops trusting you, and your campaigns stop performing. The tricky part: several can be true at once, and the wrong fix makes it worse. That’s why a proper diagnosis with a relevant implementation order matters. 01 ###### **No sunset policy or segmentation** Contacts dormant for 6–12 months still get every send; your best subscribers subsidize your worst. 02 ###### **Frequency outrunning interest** More campaigns increase fatigue, deletes, and complaints faster than they increase revenue. 03 ###### **Mail landing in Spam or Promotions** Opens can’t happen where nobody looks; placement problems look like engagement problems. 04 ###### **Weak acquisition, mismatched promise** Contests and bought lists bring people who never wanted this; those who expected something else just stop. 05 ###### **Automated opens hide the decline** Machine-fired pixels keep the dashboard green while human attention drops. 06 ###### **Broken or hidden unsubscribe** Hard opt-out turns unsubscribes into spam complaints. One-click is mandatory since February 2024. 07 ###### **Authentication or infrastructure gaps** Missing DKIM alignment or an unwarmed domain suppresses placement before engagement is measured. 08 ###### **Re-engagement at full volume** A win-back to a large, dormant segment consolidates all negative signals into a single send. 09 ###### No one-click unsubscribe Since 2024, it’s mandatory — miss it and Gmail & Yahoo throttle you outright. 10 ###### Domain spoofed or compromised Abuse sent under your name destroys the reputation you spent years building. ## Recognize one of these problems? We solve them every day Our senior consultants have fixed exactly these issues for 500+ brands. Book a free 30-min call and get your action plan. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) ## Recognize one of these problems? We solve them every day Our senior consultants have fixed exactly these issues for 500+ brands. Book a free 30-min call and get your action plan. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) ## Recognize one of these problems? We solve them every day Our senior consultants have fixed exactly these issues for 500+ brands. Book a free 30-min call and get your action plan. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) ## **Content, list, or filtering?** **The three look identical on a dashboard.** And they have completely different fixes — guessing wrong costs you time, revenue and further impacts your deliverability. Let a MailSoar expert confirm where your email is actually landing and which segments are dragging you down. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) Free · 30 minutes · no commitment 1 #### Diagnose We measure placement per provider and split engagement by recency and source — so you know whether it’s content, list or filtering. 2 #### **Reset the sending** We define the engaged core, sunset what’s dragging you down, and correct frequency and authentication. 3 #### **Engagement recovers** Placement stabilizes, and clicks rise — typically within 2 to 6 weeks, Gmail following over about 3 months. ## Content, list, or filtering? **The three look identical on a dashboard.** And they have completely different fixes — guessing wrong costs you time, revenue and further impacts your deliverability. Let a MailSoar expert confirm where your email is actually landing and which segments are dragging you down. 1 #### Diagnose We measure placement per provider and split engagement by recency and source — so you know whether it’s content, list or filtering. 2 #### Reset the sending We define the engaged core, sunset what’s dragging you down, and correct frequency and authentication. 3 #### Engagement recovers Placement stabilizes, and clicks rise — typically within 2 to 6 weeks, Gmail following over about 3 months. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) ## How MailSoar rebuilds engagement and the revenue behind it Most clients start with **Find** and **Fix,** then **Grow** and **Run,** keeping the curve rising. [AUDIT](/services-solutions/deliverability-audit/) #### Find Pinpoint exactly what’s breaking your deliverability — before spending a euro on fixes. [Discover Find](/services-solutions/deliverability-audit/) [RECOVERY](/services-solutions/infrastructure-setup/) #### Fix Roll out the technical and content fixes — DNS, warmup, infrastructure — that get your emails back in the inbox. [Discover Fix](/services-solutions/infrastructure-setup/) [PERFORMANCE](/services-solutions/recommendation-implementation/) #### Grow Turn stable inbox placement into real growth, with engagement and revenue tracked send by send. [Discover Grow](/services-solutions/recommendation-implementation/) [MONITORING](/services-solutions/ongoing-support/) #### Run Keep a senior expert watching your reputation, so issues get caught and fixed before they cost you inbox placement. [Discover Run](/services-solutions/ongoing-support/) #### Turn engaged delivery into more revenue Talk to a MailSoar expert to uncover what’s behind your drop in clicks and engagement, get a clear diagnosis, and know exactly how to fix your deliverability issues. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) ## Brands that transformed their email engagement with MailSoar Discover how brands overcame deliverability challenges, increased engagement, and turned better inbox placement into stronger email performance. Explore by IndustryExplore by Issue [See our case studies](/case-studies/) ‹65%→96.9% Inbox rate in 3 weeks > “MailSoar audited our email deliverability and provided recommended next steps. The audit was extremely thorough, and recommended next steps well communicated with a clear perspective on prioritization.” 60%→98% Inbox Placement > “MailSoar helped us stop the bleeding quickly, then restructure our email marketing, sales, and product approach. Problem solved!” [Read the case study](https://www.mailsoar.com/case-studies/fintech/) 35%→96% Inbox Placement > “Pierre and his team from Mailsoar have helped our company improve our email deliverability metrics to ensure that we get as many of our emails in our customers inbox as possible. Prior to his team working with us we saw a large number of emails going into spam, junk, or for the case of gmail, promotions/social. . As an online marketplace, emails are a crucial component to our supply and demand components interacting efficiently. This has helped improve that efficiency.” [Read the case study](https://www.mailsoar.com/case-studies/citizenshipper/) 30%→95% Inbox Placement > “MailSoar had a huge impact on our business and I highly recommend them. They helped us grow our open rate from ~10% to almost 50% for our eCommerce store by optimizing our email strategy and implementing various deliverability tactics. We have been using their service for a few months now, and I couldn't be happier with their knowledge, expertise, and great communication.” [Read the case study](https://www.mailsoar.com/case-studies/deliverability-at-scale/) 20%→98% Inbox Placement > “We came to MailSoar to help with our deliverability. We were so happy with their work on this, that we have continued to work with them for the past year to monitor our deliverability and to act as trusted consultants for a very important email marketing program. Our email deliverability metrics have drastically improved since starting with MailSoar. As a result of this email performance and revenue improved drastically.” [Read the case study](https://www.mailsoar.com/case-studies/ogee/) 20%→95% Inbox Placement > “We partnered with MailSoar to improve our email deliverability and sender reputation. They helped us set up a new dedicated subdomain to isolate our transactional/marketing mail flow from our primary domain, and worked with us to bring our DMARC compliance up to 97%. Since implementing MailSoar's recommendations, our email delivery rate has climbed to 99.6%. Just as importantly, the sender reputation for both humanx.co and mail.humanx.co went from "Bad" to "High". A great turnaround that's had a real impact on our ability to reliably reach our audience.” [Read the case study](https://www.mailsoar.com/case-studies/human-x/) 60%→98% Inbox Placement > “From time to time, we have had issues with our deliverability, and every time MailSoar has helped us resolve the problem and put in practices that have kept us out of trouble. We went from a place of having consistent issues with deliverability a couple of years ago to a place now where we rarely have them. And even when we do, these guys are the absolute experts in what is going on in the industry and know how to get deliverability issues resolved instantly. Cannot recommend them highly enough.” [Read the case study](https://www.mailsoar.com/case-studies/saas-b2c/) 15%→100% Inbox Placement > “Deliverability of Arcads email. We went from a very poor domain reputation to solid inbox delivery, very happy with the collaboration.” [Read the case study](https://www.mailsoar.com/case-studies/arcads/) 25%→95% Inbox Placement Rate > “We are facing email deliverability issues, and Mailsoar gave us great free advice to start, and then we went forward with an email audit from them that set us up to fix the issues we have. In just over a week, we received an audit and an action plan that we are implementing to recover our email deliverability. We are highly confident that the plan will work and be successful.” [Read the case study](https://www.mailsoar.com/case-studies/blaze-ai/) 0%→95% Inbox Placement > “I was running a complex, large-scale email campaign (...) and unfortunately, we discovered that poor hygiene and other technical issues meant almost all of our emails were going to spam. The MailSoar team was so proactive, creative, and professional. I knew I didn't just have a vendor: I had a true partner whom I could trust completely, and who cared about the success of this project as much as I did. MailSoar saved my email campaign contract. I absolutely could not have done this without them.” [Read the case study](https://www.mailsoar.com/case-studies/we-love-book-seller/) 30%→98% Inbox Placement > “Pierre understood the expectations of the job, was able to properly articulate the challenges we faced, and did a great job communicating with us through every phase of the project until it was completed. Most importantly he successfully completed the project in a timely manner. I would highly recommend Pierre.” [Read the case study](https://www.mailsoar.com/case-studies/finance/) 75%→99% Inbox Placement > “We were facing issues with email deliverability and Pierre and his team were able to help solve them.” [Read the case study](https://www.mailsoar.com/case-studies/getflex/) > “Adaptable, Excellent client service, Client-minded, Proactive, Performance, Availability, Analytical skills, Skillness, Very good relational skills, Good coaching, Helpful, Trustworthy, Punctual, Friendly, Quality of execution, Professional, Flexible, Responsive, Attentive, Good communication.” > “A growth partner that really makes a difference. MailSoar has had a major impact on our business by helping us seize new opportunities and streamline processes that were holding us back. Their expertise and support have made them a true growth partner, capable of delivering concrete results while supporting our development in a committed and sustainable manner.” > “Open rates above 40% and a rebuilt reputation MailSoar provided us with decisive expertise by quickly assessing our situation, advising us, and executing an effective plan. In a short period of time, we achieved open rates above 40% and high click-through rates, while rebuilding our reputation score. Their intervention allowed us to escape the constant pressure surrounding campaigns and calmly refocus on content.” › ## Is your situation slightly different? A drop in engagement often overlaps with these related deliverability challenges. Explore the one that fits your situation best. ## My emails land in Spam or Promotions SPAM & INBOX PLACEMENT Diagnose why mailbox providers filter you out and the levers that move you back to the inbox. [See how we fix it](/email-deliverability-issues/emails-going-to-spam/) [/email-deliverability-issues/emails-going-to-spam/](/email-deliverability-issues/emails-going-to-spam/) ## My Domain or IP got blacklisted BLACKLIST & SENDER REPUTATION Find out who listed you, get delisted the right way, and stop the block from resurfacing. [See how we fix it](/email-deliverability-issues/domain-or-ip-blacklisted/) [/email-deliverability-issues/domain-or-ip-blacklisted/](/email-deliverability-issues/domain-or-ip-blacklisted/) ## Open & click rates dropping ENGAGEMENT & OPEN RATES Find out whether it’s your content, your list, or filtering — and fix the one that’s actually failing. [See how we fix it](/email-deliverability-issues/open-click-rate-drop/) [/email-deliverability-issues/open-click-rate-drop/](/email-deliverability-issues/open-click-rate-drop/) [Explore all deliverability challenges](/email-deliverability-issues/) ## Open and click rate drop: FAQ ****Why are my email open rates dropping?**** In most cases, because fewer people are seeing your mail, not because your content has gotten worse. Providers move mail from an audience that has stopped engaging to Promotions, then to spam, so the opportunity to open disappears before the subject line matters. The other two common causes are list decay and rising frequency that outpaces audience interest. Content is usually the third suspect, not the first. ****Is a falling open rate really a deliverability problem?**** Often, yes — but not always. If opens fall evenly across every provider and clicks hold steady relative to opens, you’re likely looking at creative, offer or timing. If the decline is concentrated at one provider, or clicks fall faster than opens, the mail is being filtered. Seed testing and provider-split reporting tell those apart in a day; guessing costs months. ****Are open rates still worth tracking after Apple MPP?**** Yes, as a deliverability signal rather than an engagement KPI. Since iOS 15 in September 2021 — and now non-human interaction across all providers — machine-fired pixels can hide a genuine decline for months. But a unique open rate below ~20%, or a fall from 40% to 20%, usually means you’ve lost inbox placement at a major provider. The trend matters more than the number. ****What is a good email open rate in 2026?**** Benchmarks are close to useless here. What matters is your own trend line, split by provider and by subscriber recency. A 22% open rate, down from 34% over two quarters, is a problem; a stable 18% on a well-segmented B2B list is not. Compare yourself to your last six months, not to an industry average measuring a different audience. **How long does it take for email engagement to recover?** Placement usually stabilizes within 2 to 6 weeks of changing what you send and to whom. Engagement-based reputation at Gmail takes longer — about 3 months of consistent, positive sending before the scoring fully reflects the new behavior. Recovery is not linear: expect initial improvements in your most engaged segments, then a gradual widening. **Do re-engagement campaigns actually work****?****** They can, but they’re the most commonly mishandled tactic in email. Sent as one large blast to every dormant contact, a win-back concentrates deletes, complaints, and non-opens into a single send and can push you from filtered to blacklisted. Done properly: small controlled waves, a clear opt-out, and a hard suppression rule for non-responders. They recover a meaningful slice and cleanly retire the rest. ## Stop the engagement spiral before it becomes a spam problem Our consultants will tell you where your mail is actually landing. [Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) ## How MailSoar helps MailSoar helps companies facing falling open and click rates by separating measurement effects (privacy protection, tracking) from real filtering problems, checking inbox placement and sender reputation, and fixing what actually holds engagement back. [Swile](/case-studies/swile/) ’s open rate went from 20% to 35%. ## MailSoar at a glance MailSoar is an international email deliverability consultancy specializing in inbox placement, sender reputation, email authentication and email infrastructure. 25 Experts Senior deliverability consultants 500+ Clients In 20+ countries 4.9/5 Trustfolio 200+ verified customer reviews **Services**[Find](/services-solutions/deliverability-audit/) (audit) · [Fix](/services-solutions/infrastructure-setup/) (recovery) · [Grow](/services-solutions/recommendation-implementation/) (scaling) · [Run](/services-solutions/ongoing-support/) (monitoring) **Expertise**SPF, DKIM, DMARC, BIMI · IP and domain reputation · Gmail, Microsoft, Yahoo **Platforms**All major ESPs, no platform migration required **Clients**SaaS, e-commerce, finance, publishing, MarTech, high-volume senders [→ Talk to a deliverability expert](https://meetings-eu1.hubspot.com/lawrence-heslin/site) [More about MailSoar](/about/) Last updated: October 8, 2026