While there are several email metrics you should track, a vital way to gauge the health of your email program is to monitor your email open rates. If your emails are being met with radio silence, it’s safe to say recipients aren’t taking any next steps.
With recipients’ inboxes becoming increasingly inundated with marketing emails, this should come as no surprise. As the volume of email continues to increase, marketers will need to distinguish their promotional emails in order to stand out from competitors.
Fortunately, there are best practices you can follow, regardless of where you are in your marketing campaign, to increase the effectiveness of your email programs.
Encourage double opt-in during signup
During the sign-up process, implement double opt-in, which requires a secondary action from the subscriber to confirm their participation. Since recipients must voluntarily perform an extra action to confirm their subscription, many consider this the best form of consent, as it captures users who expressly want to be included in your distribution list.
Pestering your recipients leads to decreased open and delivery rates. To avoid this, it’s best not to present users with a pre-selected opt-in, which requires them to change the default option of receiving promotional emails. Furthermore, do not have third parties send emails on your behalf.