Recently implemented a new master template in SFMC at work and since we have started to use this we have noticed a big drop in open rates - up to 40% drop off compared to the old templates when we have run A/B tests

We have checked the tracking coding is in the HTML and not broken No major flags when run through Litmus Contact lists haven't changed Deliverability looks fine when using Everest/Validity

We have even seen occasions when the Unique click rate is higher than unique opens so we're certain more people are getting these emails than are being reported back.

Any ideas what could be causing this?

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    If 40% of your newsletter recipients are iphone users with ios15, it may have nothing to do with your template. iOs 15 blocks stuff like open tracking pixels. Nov 24 at 6:40
  • Thanks! A few colleagues have mentioned ios but we have the tracking pixel on the old template too and that's seen no drop in open rates in the last 6 months or so
    – davidB88
    Nov 24 at 6:45
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    did the open rate go down while the click rate stayed comparable to your "old" sendouts? If clicks also went down, you might have a deliverability issue, if not then that indeed sounds rather unlikely. Nov 24 at 7:33
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    It sounds like you have Litmus. Did you add Litmus tracking pixel to the emails as well? It might be interesting to compare the open numbers. Nov 24 at 9:05
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    Did the placement of the pixel change? ie at the bottom vs the top, is the email longer/bigger?
    – EazyE
    Nov 24 at 13:41

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