Fix falling email engagement

Falling opens and clicks are a symptom. Audit the programme, watch the right numbers, and deal with the people who stopped reading.

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The idea, in one paragraph

An email campaign audit is a systematic review of a campaign's strategy, execution, and performance to identify issues, ensure compliance, and uncover optimization opportunities. An email campaign audit is a diagnostic review of the programme’s objectives, audience and list health, deliverability, content and design, automation, compliance, and performance. HubSpot’s email-audit guide recommends defining the audit’s scope and combining quantitative campaign data with qualitative feedback rather than treating one metric as the whole diagnosis. Mailchimp likewise frames the audit as a comprehensive review that should end with a clear action plan for implementing findings.

From Email Marketing, volume 17 of the Marketing library. Search the free layer on the Knowledge Hub.

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3 applied records from the paid layer, shown in full with their sources. They are part of a published sample of 74 of the library's 2,480 applied records; the rest are in Growth Operator and Pro.

MSGKB-V2-17-022-03 · vol 17, Email Marketing

Email campaign audit

To conduct an audit:

define the business question and scope
inventory campaigns, automations, lists, segments, templates, and tracking
review deliverability, authentication, bounces, complaints, and unsubscribe handling
assess audience quality and segmentation
evaluate content, design, accessibility, links, and CTAs
compare opens, clicks, conversions, and downstream outcomes with appropriate caution
check consent and compliance controls
document findings by severity, owner, and evidence
create an implementation and retest plan

Sources: Email Marketing Audit Tips, according to Email Marketers · How to Conduct an Email Marketing Audit

MSGKB-V2-17-021-03 · vol 17, Email Marketing

Email performance dashboard

To build a dashboard:

define key KPIs (deliverability, opens, clicks, conversions, revenue)
choose a data visualization tool (e.g., Tableau, Power BI, or ESP's built-in)
connect data sources (ESP, CRM, analytics)
design a clean, digestible layout
include historical trends
set up automated email alerts for anomalies
review the dashboard weekly with the team
use it for campaign optimization

Sources: Abandoned Cart Email Performance · Post-Purchase Review Email Performance · How to Create an Upsell or Cross-Sell Flow

MSGKB-V2-17-030-03 · vol 17, Email Marketing

Re-engagement campaigns

To run a re-engagement campaign:

define inactivity (e.g., no opens in 60 days)
segment this list
Email 1: 'We miss you'—reconnect
Email 2: 'What went wrong?'—survey
Email 3: 'Here's an incentive'—discount or exclusive content
Track responses
Purge non-responders
Re-engage engaged subscribers by moving them back to the active list

Sources: Re-engagement Campaign Best Practices · Re-engagement Email Sequence Performance · Segmentation and Engagement Rates

The product, answering

Asked of the Copilot

From a recorded, licensed run on 15 September 2026. The answer is quoted as the engine returned it, opening paragraphs only; each tag is the library volume a claim is cited to.

Question

How do we diagnose falling email engagement for a client?

Answer

To diagnose falling email engagement for a client, measures such as open rates, click-through rates, and conversion rates should be analyzed vol 47. It's essential to identify the root causes of declining engagement, which could be due to factors like sending too many emails, using generic content, or not personalizing emails based on customer behavior vol 47.

Testing different email sequences and measuring their impact on engagement can help vol 47. Additionally, analyzing customer behavior, such as purchase history and browsing behavior, can provide insights into what drives engagement vol 46.

How this run was recorded · Read the whole answer

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