Why has Keap's email deliverability rate for Infusionsoft campaigns dropped by 15% over the past month?

Introduction

Keap's email deliverability rate for Infusionsoft campaigns dropping by 15% over the past month is a critical issue that demands immediate attention. This decline directly impacts the core functionality of Infusionsoft, potentially affecting customer satisfaction and revenue. I'll approach this problem systematically, focusing on identifying the root cause, validating hypotheses, and developing both short-term fixes and long-term solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a recent change in email content or sending patterns. Have there been any significant updates to the email templates or sending frequency in the past month?

Why it matters: Changes in email content or frequency can trigger spam filters. Expected answer: Yes, we updated our default templates. Impact on approach: If confirmed, we'd focus on content analysis and A/B testing.

• Considering the scale of the drop, I'm wondering about potential technical issues. Have there been any changes to the email infrastructure or sending IPs in the last 30-45 days?

Why it matters: Technical changes can significantly impact deliverability. Expected answer: We migrated to a new email service provider. Impact on approach: If true, we'd prioritize technical audits and configuration checks.

• Given the importance of sender reputation, I'm curious about any changes in user engagement metrics. Has there been a noticeable shift in open rates or click-through rates preceding this deliverability drop?

Why it matters: Declining engagement can lead to deliverability issues. Expected answer: Open rates have been steadily declining over the past quarter. Impact on approach: If confirmed, we'd focus on improving content relevance and list hygiene.

• Considering potential external factors, I'm wondering about any recent changes in email authentication protocols. Have there been any updates to our SPF, DKIM, or DMARC records in the past month?

Why it matters: Proper authentication is crucial for deliverability. Expected answer: No recent changes to authentication records. Impact on approach: If changes were made, we'd prioritize reviewing and updating authentication settings.