Someone contacted me from my listing on the Mailchimp Experts Directory with an interesting question. In short, the Mailchimp user has over 100,000 subscribers and has been sending his email marketing to subscribers for over 18 months. What he has noticed is that during this year, open and click rates of campaigns sent to Gmail and Hotmail subscribers has dropped significantly.
Below is my response (slightly amended).
The reasons for your Mailchimp campaign open and click rates dropping for Gmail and Hotmail are likely:
- Gmail has significantly increased the effectiveness of its promotions tab this year. I’ve had quite a few clients who have noticed a difference in open/click rates from Gmail due to this. See
- Inbox by Gmail is getting more popular and has the same effect as item 1 above.
- Microsoft Outlook (Hotmail) app: In January this year, Microsoft split messages into two sections in its Outlook app; ‘Focused’ and ‘Other’. It is possible that many of your messages sent to Hotmail aren’t being seen by recipients because the Mailchimp messages are going to the ‘Other’ tab.
- I work with many clients identifying which email addresses Mailchimp will and won’t accept and I have certainly noticed that the ‘value’ of a subscriber with a free email address such as Gmail, Hotmail or Yahoo has lowered (i.e. not good).