Guides
How to Eliminate Low Engagement in Email Marketing Campaigns
Author :
MailMend Team
January 13, 2026
Low email engagement creates a destructive cycle that damages sender reputation, tanks deliverability, and drains revenue. For e-commerce brands, the problem often runs deeper than content quality—emails buried in Gmail's Promotions tab never get the visibility they need to perform. Solutions like Mailmend address this root cause by moving campaigns to the Primary inbox, but eliminating low engagement requires a comprehensive strategy combining deliverability optimization, list hygiene, and smart segmentation.
Key Takeaways
Average email open rates sit at 35.9% across industries, with the retail sector seeing rates around 38.2%—meaning over 60% of your emails go unopened
Segmented campaigns drive up to 39% higher open rates than unsegmented sends
Re-engagement campaigns can recover 14-45% of inactive subscribers before suppression
Email list decay averages 22-30% annually, making regular list cleaning essential
Gmail recommends keeping spam rates below 0.1%, with rates exceeding 0.3% potentially resulting in blocked sends
Automated flows outperform campaigns significantly, achieving 55.21% open rates versus 43.33% for one-time campaigns
Understanding the Root Causes of Low Email Engagement
Low email engagement occurs when recipients fail to interact with your marketing emails through opens, clicks, or conversions. When this happens consistently, it creates a cascading effect that compounds over time.
The problem becomes problematic when you keep sending emails that hardly anyone opens or reads. Inbox providers interpret this silence as a signal that your messages are unwanted, causing future emails to land in spam folders. This reduces visibility further, leading to even lower engagement rates.
Common root causes include:
Promotions tab placement: Gmail categorizes promotional emails away from the Primary inbox where recipients check most frequently
Poor sender reputation: Low engagement signals to ISPs that emails are unwanted
Subscriber fatigue: Over-mailing leads to disengagement and unsubscribes
Irrelevant content: Generic messaging fails to resonate with specific audience segments
Technical issues: Missing authentication (SPF, DKIM, DMARC) triggers spam filters
For e-commerce brands, poor deliverability can have a direct financial impact, as it leads to fewer opens and, consequently, lost revenue opportunities.
The Critical Impact of Inbox Placement on Email Engagement
Inbox placement determines whether your carefully crafted emails reach the Primary inbox, land in the Promotions tab, or get filtered to spam. For e-commerce brands, this distinction directly impacts revenue.
Why the Primary Inbox is Crucial for E-commerce Success
Gmail's algorithmic categorization evaluates multiple signals to determine where emails land. Marketing emails with promotional language, sales-focused content, and commercial links typically get routed to the Promotions tab—where they compete with dozens of other brand messages and receive significantly lower visibility.
The engagement gap is substantial. Klaviyo data shows email campaigns average 43.33% open rates with 1.44% click rates across all industries, while top performers achieve 56.32% open rates. The difference between average and excellent performance often comes down to where emails land.
Key inbox placement factors:
Domain reputation: How inbox providers view your sending domain based on historical engagement
Engagement history: Previous recipient interactions with your emails
Content signals: Commercial language and promotional elements that trigger categorization
Technical authentication: Proper SPF, DKIM, and DMARC configuration
According to deliverability expert Al Iverson, the most critical factor for Klaviyo users is configuring a branded sending domain—allowing brands to build independent domain reputation separate from other Klaviyo clients.
Leveraging Advanced Deliverability Solutions for Instant Engagement Boosts
Traditional deliverability improvements require weeks or months of content strategy changes, domain warming, and technical modifications. Modern solutions take a different approach.
Traditional vs. Modern Deliverability Approaches
Traditional methods require:
Comprehensive content strategy overhauls
Domain warming periods lasting 4-8 weeks
Ongoing copywriting adjustments to avoid trigger words
Complex technical infrastructure changes
Gradual reputation building through reduced send volumes
Modern algorithmic solutions offer:
Immediate inbox placement improvements
Zero changes to email content or copy
Simple integration with existing ESP workflows
Day 1 revenue impact
A/B testing capability to measure exact lift
The key difference lies in approach. Traditional methods try to make emails look less promotional to avoid categorization. Algorithmic solutions work at the technical level to counteract categorization signals without requiring content modifications.
Measuring the Impact of Inbox Placement Technology
Brands can measure deliverability improvements through native A/B testing. By splitting sends between standard delivery and optimized delivery, you can track:
Open rate differences: Primary inbox placement typically shows significantly higher open rates
Click-through rate variance: More visibility leads to more engagement
Revenue attribution: Direct correlation between inbox placement and conversion value
Email marketing ROI: Overall improvement in channel performance
This testing approach provides concrete data rather than assumptions about what's driving engagement changes.
Optimizing Email Content for Maximum Engagement (Beyond Deliverability)
While deliverability determines whether emails get seen, content quality determines whether recipients engage. Both elements work together for maximum performance.
Crafting Subject Lines That Demand Attention
Subject lines serve as the first and often only impression your email makes. Emails with personalized subject lines are 26% more likely to be opened.
Effective subject line strategies:
Include recipient's name or purchase history references
Create urgency without being manipulative
Keep length under 50 characters for mobile visibility
Test emoji usage (works for some audiences, not others)
Ask questions that spark curiosity
The Power of Personalized Email Experiences
Personalization extends far beyond using someone's first name. Personalized emails deliver six times higher transaction rates than generic messages.
Personalization tactics that drive engagement:
Product recommendations: Based on browsing and purchase history
Dynamic content blocks: Different content for different segments within the same send
Behavioral triggers: Emails based on specific actions (cart abandonment, browse abandonment)
Lifecycle messaging: Content appropriate to where customers are in their journey
Strategic Email Send Times and Frequency for Optimal Engagement
When and how often you send impacts engagement as much as what you send. Finding the right balance prevents fatigue while maintaining visibility.
Finding Your Audience's Sweet Spot
There's no universal "best time" to send emails. Optimal timing depends on your specific audience demographics, industry, and product type. However, testing reveals patterns:
Mobile opens account for 36-61% of all email opens, so mobile optimization is essential
Automated flows dramatically outperform scheduled campaigns because they trigger at relevant moments
Consistency matters—subscribers who expect emails at certain times engage more predictably
Avoiding Subscriber Fatigue
As Emma O'Rourke, Email + SMS Strategist at Curio, explains: "I've seen countless brands exhaust their email list because they think it will maximize revenue. But while revenue might be higher in the short term, deliverability will eventually tank and it will be difficult to recover."
Signs of email fatigue:
Declining open rates over consecutive sends
Increasing unsubscribe rates
Rising spam complaint rates
Decreasing click-through rates despite consistent opens
The solution isn't necessarily sending less—it's sending smarter by segmenting based on engagement levels.
A/B Testing and Analytics: The Keys to Continuous Engagement Improvement
Data-driven optimization separates high-performing email programs from underperformers. Systematic testing reveals what actually works for your specific audience.
Setting Up Effective A/B Tests
Test one variable at a time for clear results:
Subject lines: Test length, personalization, urgency, questions vs. statements
Send times: Test different days and times across engagement segments
Content format: Test image-heavy vs. text-focused layouts
CTA placement: Test button position, color, and copy
Inbox placement: Test standard delivery vs. optimized delivery to measure deliverability impact
Interpreting Your Email Engagement Data
Focus on metrics that matter for revenue:
Primary metrics:
Click-through rate (CTR): More reliable than open rate due to Apple Mail Privacy Protection inflation
Revenue per email: Direct correlation to business impact
Conversion rate: Percentage of recipients who complete desired actions
Health metrics:
Bounce rate: Keep below 1%
Unsubscribe rate: Target below 0.3%
Spam complaint rate: Maintain below 0.01%
Tackling Specific E-commerce Email Engagement Challenges
E-commerce brands face unique engagement challenges tied to seasonal cycles, product launches, and retention marketing.
Maximizing Holiday Campaign Engagement
Black Friday/Cyber Monday represents the highest-stakes period for e-commerce email. Inbox competition intensifies dramatically, making deliverability and engagement even more critical.
Holiday preparation strategies:
Clean your list 4-6 weeks before major promotions
Warm up sending volume gradually rather than spiking dramatically
Segment aggressively to ensure engaged recipients receive your most important messages
Test subject lines and offers in October for November execution
Monitor deliverability metrics daily during peak periods
Boosting Engagement for New Product Announcements
Product launches require maximum visibility. Strategies to ensure your announcements perform:
Tease before launch: Build anticipation with preview emails to your most engaged segments
Segment by interest: Target recipients who've browsed similar products
Create urgency: Limited availability or early-access windows drive action
Follow up strategically: Reminder emails to openers who didn't click
Building and Maintaining a Healthy Email List for High Engagement
List quality trumps list size. As Kevin Orbach, Director of Ecommerce, states: "List size doesn't matter, quality does. If people aren't opening any emails, stop sending to those people."
List hygiene best practices:
Implement double opt-in: Verify genuine interest and reduce spam complaints
Segment by engagement: Create tiers based on 30-day, 60-day, 90-day, and 180-day activity
Run re-engagement campaigns: Attempt to recover inactive subscribers before suppression
Suppress non-responders: Remove profiles that don't engage after re-engagement attempts
Monitor list decay: Email addresses deteriorate at 22-30% annually
Re-engagement campaign structure:
A typical re-engagement strategy involves 2-4 emails sent over 7-14 days with clear subject lines and compelling offers. Well-executed campaigns achieve success rates between 14-29%, with some studies showing recovery rates as high as 45%.
Future-Proofing Your Email Engagement Strategy
Email marketing continues evolving with stricter inbox provider requirements and advancing technology. Staying ahead requires adapting to changes proactively.
Key trends shaping email engagement:
AI-powered optimization: Predictive analytics for send time, content, and churn prevention
Stricter authentication requirements: Gmail and Yahoo's 2024 sender requirements raised standards for all bulk senders
Click-focused measurement: Apple Mail Privacy Protection makes clicks more reliable than opens
Interactive email elements: Polls, carousels, and dynamic content increase engagement
Cross-channel integration: SMS re-engagement strategies complement email programs
Brands that adapt quickly to these changes maintain competitive advantage while others struggle with outdated approaches.
Why Mailmend Eliminates Low Email Engagement for E-commerce Brands
For Klaviyo users struggling with Gmail Promotions tab placement, Mailmend offers a direct solution that addresses the root cause of low engagement—visibility.
Mailmend's proprietary algorithmic inbox placement technology moves e-commerce marketing emails from the Promotions tab to the Primary inbox without requiring changes to email content, copy, or technical infrastructure. The solution works through a drag-and-drop code snippet that integrates directly with Klaviyo.
How it works:
Mailmend sends your emails to rotating test inboxes to determine current placement
Proprietary AI analyzes the "promotional threshold" factors Gmail uses to categorize emails
Custom code is generated specifically for your Klaviyo account to counteract promotional signals
Documented results from Mailmend clients:
Dr Squatch
Increased their email revenue by 112% escaping the promotions tab. In just 24 hours, Dr. Squatch ran a test to see how Mailmend was performing. Little did they know they were missing out on half the revenue they deserved.
42% Increase in Open Rates
67% Increase in CTR
StickerYou
"Day 1 boost of 20% - 100% Increase by month 1." StickerYou was absolutely blown away by the results of Mailmend. After going through our videos and speaking to our team, they signed up.
64% Increase in Open Rates
43% Increase in CTR
Ministry of Supply
"Results within a business day!" Although skeptical at first Ministry Of Supply was able to quickly get setup with Mailmend in a matter of business days and land in the inbox!
27% Increase in Open Rates
30% Increase in CTR
Larsson & Jenning
Saved our black friday. Anna was suffering from low open rates & click rates after they had a data failure in their ESP. They also had massive promotions tab issues. We came in a fixed ALL of it.
82% Increase in Open Rates
51% Increase in CTR
Amberjack
"It Actually Worked." Blake was looking for more incremental revenue after they noticed click rates take a dive. They ran some tests with Mailmend and instantly saw revenue shoot up.
54% Increase in Open Rates
51% Increase in CTR
Clevr Blends
Made a big Difference. Clevr Blends was looking for an easy way to boost their email revenue after seeing low opens and clicks - so they came to Mailmend and saw amazing results.
21% Increase in Open Rates
63% Increase in CTR
The implementation takes less than 5 minutes, requires zero changes to existing email marketing workflows, and enables immediate A/B testing within Klaviyo to measure exact performance lift. Mailmend operates on a partnership model with revenue satisfaction guarantees, making client success central to their business model.
For brands experiencing declining engagement despite strong content and list management, inbox placement often represents the missing piece. Contact Mailmend to evaluate whether Promotions tab placement is limiting your email performance.
Frequently Asked Questions
What is the biggest factor contributing to low email engagement?
Inbox placement is the most overlooked factor driving low engagement. Emails buried in the Promotions tab receive significantly lower visibility than Primary inbox messages. Beyond placement, poor list hygiene, irrelevant content, and sending to disengaged subscribers all compound the problem. The deliverability death spiral occurs when low engagement signals trigger spam folder placement, which causes even lower engagement.
Can improving inbox placement truly increase email revenue?
Yes. Brands moving emails from the Promotions tab to the Primary inbox consistently see revenue increases of 50-100% from email alone. Poor deliverability can have a direct financial impact, as it leads to fewer opens and, consequently, lost revenue opportunities.
How quickly can I see results by improving email deliverability?
Modern deliverability solutions can show results on Day 1 of implementation. Traditional approaches requiring domain warming and content changes take 4-8 weeks minimum. The difference lies in approach—algorithmic solutions work at the technical level for immediate impact, while reputation-building methods require gradual improvement over time.
Do I need to change my email content or strategy to improve engagement with deliverability solutions?
Not necessarily. Algorithmic inbox placement technology like Mailmend works without requiring content changes, copywriting adjustments, or technical infrastructure modifications. This contrasts with traditional deliverability consulting that typically requires comprehensive email strategy overhauls to avoid promotional categorization.
What kind of e-commerce brands benefit most from advanced deliverability solutions?
Seven-to-eight-figure e-commerce brands using Klaviyo who are experiencing declining open rates, low click-through rates, or known Promotions tab placement issues benefit most. Brands preparing for high-stakes campaigns like Black Friday/Cyber Monday, new product launches, or seasonal sales see particularly strong results from improved inbox placement.
