Email Marketing – Why Do Open Rates Go Down Over Time?
How to Keep Your Open Rates High
This is something that happens through a wide scope of actions, and everything you do with your list will affect your open rates.
One of the things you can do to keep your rates high is to simply avoid things that cause the open rate to go down. The idea with this is that when someone subscribes to your list, theoretically your open rate is 100%. (It may be less than that because a spam filter got your email, or the subscriber decided they did not really want your free gift after all).
After one email, the open rate goes down. Why? Either they just wanted the free gift, and nothing you did in the email or in the free gift was enough to spur the subscriber to continue to open your emails. Another reason could be that, although they were expecting your email, and they were online when you first email went out to them after they subscribed, they are rarely online, and when they do go online, they have hundreds of emails to open, and yours is generally going to get lost in the list of emails.
The bulk of those reasons are somewhat unavoidable by you.
The next reason is something you can work on to improve open rates after the first email. Perhaps they downloaded your gift and it was not everything you promised it would be. Now they do not trust you. They stop opening your emails, and one by one, your email open rate goes down.