Double-opt in preferences page for an email subscription form.
As already mentioned, the term “opt-in” refers to the signup process. There are two different types of opt-in for email marketing:
Single opt-in is when the subscriber is added to the email list once the signup form is submitted.
Double opt-in is when you send a confirmation email with a link to each new subscriber. The subscriber must click the link to complete the subscription. Without this verification, they won’t receive emails from you.
Sure, double opt-in adds an extra step between the potential subscriber and your list. But far from being an obstacle, this process is important — especially for email deliverability.
Double opt-in eliminates any misspelled email addresses that would otherwise generate a hard bounce. It also rules out spam traps and acts as proof of subscriber consent — a GDPR requirement.
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7. Clean your email list regularly
Keep your database up to date for optimal email croatia telephone number data deliverability and higher engagement rates.
Got subscribers who’ve dropped off the radar? If someone hasn’t engaged with your emails in at least six months, send a reactivation campaign or even ask for a second opt-in. See if you can get them interested again.
If there’s still no engagement, delete the subscribers from your list.
Sure, no one likes losing subscribers, but email list cleaning is better for your deliverability in the long term
8. Make unsubscribing easy
Make it easy to unsubscribe with a clearly visible unsubscribe button. If people can’t find the way out, they’re more likely to mark you as spam.
Good to know: If you’re using Brevo’s marketing emailing service, you’re already doing this by default and there’s no need to worry.
For reference, a good unsubscribe rate is 0.5 or less.
9. Measure your success with email marketing metrics
Analyzing key email marketing metrics will teach you how to improve your strategy for future campaigns. Most ESPs have an analytics dashboard with at least the following real-time metrics:
Open rate: The ratio of the number of people who opened your email divided by the total number of recipients.
Click-through rate: The ratio of the number of people who clicked on a link in your email divided by the total number of recipients.
Unsubscribe rate: The number of people who unsubscribed divided by the total number of recipients. If this number is high, you need to review your email frequency and segmentation.
