Why Your Email Open Rates Dropped After Switching from Mailchimp to Go High Level (GHL) & How to Fix It

Switching from Mailchimp to Go High Level (GHL) and noticing a drop in email open rates? You’re not alone. Many businesses face email deliverability challenges when transitioning to a new platform. This is often due to factors like sender reputation, domain authentication, and inbox placement. Let’s break down why this happens and how to fix it.

1. New Sending IP & Domain Reputation Reset

Mailchimp has a well-established sender reputation that helps emails land in inboxes. When switching to GHL, your emails may be sent from a new IP address that hasn’t built up a reputation yet, leading to more emails going to spam or the promotions folder.

Solution:

  • Gradually increase your email volume instead of sending to your full list right away.
  • Start by emailing your most engaged subscribers to build a strong sender reputation.

2. Lack of Proper Email Authentication (SPF, DKIM, DMARC)

If SPF, DKIM, and DMARC authentication records were set up in Mailchimp but not properly configured in GHL, email providers may flag your emails as unverified, leading to spam filtering.

Solution:

  • Verify and authenticate your domain in GHL by setting up SPF, DKIM, and DMARC records in your DNS settings.
  • Test authentication using tools like MXToolBox to ensure proper setup.

3. GHL’s IP Reputation & Spam Triggers

GHL may not have the same level of sender reputation as Mailchimp, particularly if your account is using shared sending IPs. If those shared IPs have been flagged for spam, it can impact your deliverability.

Solution:

  • If available, use a dedicated sending domain or IP to improve deliverability.
  • Monitor spam complaints and sender reputation using tools like Google Postmaster.

4. Different Sending Infrastructure & Inbox Placement

Even if your email content remains the same, GHL’s email-sending infrastructure differs from Mailchimp’s, affecting inbox placement.

Solution:

  • Test different subject lines and sender names to optimize inbox placement.
  • Experiment with formatting and avoid elements that may trigger spam filters.

5. Engagement-Based Filtering

Email providers track engagement history. If your emails were consistently opened via Mailchimp’s infrastructure, Gmail, Yahoo, and others “learned” that they were safe. A sudden switch can cause your emails to appear suspicious.

Solution:

  • Send initial emails to your most engaged subscribers before emailing your full list.
  • Use personalized subject lines and content to encourage engagement.

6. Higher Spam Filtering from Subscribers’ Email Providers

Mailchimp has long-standing relationships with major email providers that help improve deliverability. GHL may not have the same level of trust yet.

Solution:

  • Ask subscribers to whitelist your email address by adding it to their contacts.
  • Send a reminder email explaining the transition and asking users to check their spam folders if they haven’t seen your emails.

Next Steps to Fix This

To improve your email open rates and deliverability in GHL, take the following steps:

✅ Check email authentication – Ensure SPF, DKIM, and DMARC records are properly set up in your DNS settings.
✅ Monitor spam complaint rates – Track GHL reports to see if subscribers are marking your emails as spam.
✅ Run inbox placement tests – Use tools like Mail-Tester or GlockApps to analyze where your emails are landing.
✅ Segment and warm up sending – Start by emailing your most engaged audience before sending to your entire list.
✅ Test sender names and subject lines – Small changes can make a big difference in inbox placement.
✅ Avoid spam triggers – Minimize excessive links, spammy words, and all-caps subject lines.
✅ Consider a dedicated sending domain/IP – GHL offers this option and it can significantly boost deliverability.

Final Thoughts

Email deliverability is critical for marketing success. By taking the right steps, you can rebuild your sender reputation in GHL and improve your email open rates. Follow these best practices to ensure your emails reach your audience’s inbox, not their spam folder.

Need help optimizing your email marketing strategy? Contact Brandout Social today!