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Email Marketing Troubleshooting

Common email marketing issues and solutions.

Overview​

This guide helps diagnose and resolve common email marketing problems to ensure successful campaigns.

Low Open Rates​

Symptoms​

  • Open rates below 15-20%
  • Declining engagement
  • Poor inbox placement

Common Causes​

1. Poor Subject Lines:

  • Too long (>50 characters)
  • Not compelling
  • Misleading
  • Too salesy

2. Sender Reputation:

  • Low sender score
  • Spam complaints
  • Blacklisted IP
  • No authentication

3. List Quality:

  • Inactive subscribers
  • Purchased lists
  • Old data
  • No list hygiene

4. Deliverability Issues:

  • Spam filters
  • Poor authentication
  • Low engagement
  • High bounce rate

Solutions​

Improve Subject Lines:

  • Keep under 50 characters
  • Create urgency
  • Personalize
  • A/B test
  • Avoid spam words

Build Sender Reputation:

  • Authenticate emails (SPF, DKIM, DMARC)
  • Maintain clean list
  • Monitor sender score
  • Warm up new IPs
  • Handle bounces promptly

Clean Your List:

  • Remove inactive subscribers
  • Re-engagement campaigns
  • Regular list cleaning
  • Double opt-in
  • Segment by engagement

Improve Deliverability:

  • Authenticate properly
  • Monitor spam complaints
  • Maintain good content
  • Avoid spam triggers
  • Test before sending

Low Click Rates​

Symptoms​

  • Click rates below 2-3%
  • Low conversion
  • Poor engagement

Common Causes​

1. Weak CTAs:

  • Not clear
  • Not visible
  • Too many CTAs
  • Poor placement

2. Irrelevant Content:

  • Not targeted
  • Not valuable
  • Too promotional
  • Poor segmentation

3. Design Issues:

  • Not mobile-friendly
  • Poor layout
  • Broken links
  • Slow loading

Solutions​

Optimize CTAs:

  • Clear, action-oriented
  • Prominent placement
  • Contrasting colors
  • One primary CTA
  • Test variations

Improve Content:

  • Segment audience
  • Personalize content
  • Provide value
  • Match expectations
  • Test messaging

Fix Design:

  • Mobile-responsive
  • Clean layout
  • Test all links
  • Optimize images
  • Fast loading

High Unsubscribe Rates​

Symptoms​

  • Unsubscribe rate >0.5%
  • Increasing complaints
  • List shrinking

Common Causes​

1. Frequency Issues:

  • Too many emails
  • Inconsistent sending
  • No frequency options

2. Content Problems:

  • Irrelevant content
  • Too promotional
  • Poor quality
  • Broken promises

3. Expectation Mismatch:

  • Different from signup
  • No value provided
  • Bait and switch

Solutions​

Manage Frequency:

  • Set expectations at signup
  • Offer frequency options
  • Consistent schedule
  • Monitor engagement
  • Preference center

Improve Content:

  • Segment properly
  • Provide value
  • Balance promotional
  • High quality
  • Match expectations

Set Proper Expectations:

  • Clear at signup
  • Deliver promised content
  • Preference center
  • Easy unsubscribe
  • Re-engagement options

Spam Folder Issues​

Symptoms​

  • Low open rates
  • Poor deliverability
  • Spam complaints

Common Causes​

1. Authentication Missing:

  • No SPF record
  • No DKIM signature
  • No DMARC policy

2. Content Triggers:

  • Spam words
  • Too many links
  • All caps
  • Excessive punctuation

3. Technical Issues:

  • Blacklisted IP
  • Poor sender reputation
  • HTML errors
  • Image-only emails

Solutions​

Implement Authentication:

SPF Record:
v=spf1 include:_spf.google.com ~all

DKIM:
Configure in email provider

DMARC:
v=DMARC1; p=quarantine; rua=mailto:dmarc@yourdomain.com

Avoid Spam Triggers:

  • Natural language
  • Balanced text/images
  • Limit links
  • Avoid spam words
  • Professional formatting

Fix Technical Issues:

  • Monitor blacklists
  • Maintain reputation
  • Valid HTML
  • Text version included
  • Test before sending

Low Conversion Rates​

Symptoms​

  • Clicks but no conversions
  • Poor ROI
  • Abandoned carts

Common Causes​

1. Landing Page Issues:

  • Slow loading
  • Not mobile-friendly
  • Message mismatch
  • Poor design

2. Offer Problems:

  • Not compelling
  • Not clear
  • Too complicated
  • Not relevant

3. Trust Issues:

  • No social proof
  • Security concerns
  • Unknown brand
  • Poor reputation

Solutions​

Optimize Landing Pages:

  • Fast loading
  • Mobile-responsive
  • Message match
  • Clear CTA
  • Simple form

Improve Offers:

  • Compelling value
  • Clear benefits
  • Simple process
  • Relevant to audience
  • Urgency/scarcity

Build Trust:

  • Social proof
  • Security badges
  • Clear policies
  • Professional design
  • Testimonials

Troubleshooting Checklist​

Before Sending:

  • Subject line tested
  • Content proofread
  • Links tested
  • Mobile preview
  • Spam score checked
  • Authentication verified
  • List cleaned
  • Segmentation applied

After Sending:

  • Monitor open rates
  • Check click rates
  • Review bounces
  • Check spam complaints
  • Analyze conversions
  • Review unsubscribes
  • Check deliverability

Regular Maintenance:

  • Clean list monthly
  • Monitor sender score
  • Update authentication
  • Test campaigns
  • Analyze performance
  • Re-engage inactive
  • Update segments

Tools & Resources​

Email Testing:

  • Mail Tester
  • GlockApps
  • Litmus
  • Email on Acid

Deliverability:

  • Google Postmaster
  • Microsoft SNDS
  • MXToolbox
  • SenderScore

Analytics:

  • Email platform analytics
  • Google Analytics
  • UTM tracking
  • Conversion tracking

Last Updated: January 2026
Version: 1.0
Owner: ARUKZ DIGITAL Marketing Team

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