Pay attention to open and click-through rates metrics

[suchona.kani.z]

Deliverability as a basis
A timeless topic that was trending in 2024 and will definitely be talked about in the year to come is deliverability. First, read about the difference between delivery and deliverability so you know why it's important to address it . Then, think about how you can increase the deliverability of your emails in 2025.

One step is good database hygiene . A high number of inactive contacts signals to email service providers that your content may not be interesting or useful if not many recipients are interacting with it. This will most likely result in more of your emails ending up in spam .

When cleaning your database regularly, prioritize quality over quantity . You may temporarily lose contact, but the subscribers who remain are the ones who actually want to receive your messages. Instead of wasting line database your efforts on someone who doesn’t care about you , you can deepen your relationships with an engaged audience. After all, a relationship-building email strategy is one of the top trends for 2025 .

Sending emails to inactive contacts ultimately reduces your open and click-through rates - and these metrics can be key to understanding the effectiveness of your campaigns.

Let's stick with metrics for a moment. In October, an article was published about a dramatic increase in fake clicks , which distort the interpretation of email data.

Click fraud is when emails are opened by automated systems, not by actual recipients. It is part of the control mechanisms that automatically download email content in the background, which the system interprets as an opening of the message, even though the user has not actually interacted with it.

This feature is mainly found in Apple products, but Jakub Olexa, CEO of Mailkit , predicts that other electronic device manufacturers and service providers will implement similar protection mechanisms in the near future in order to increase cybersecurity .

Given that these controls intensified in the pre-Christmas period, it can be assumed that we can "look forward" to a similar situation in other periods rich in e-mailing . And judging by Jakub Olexa's statement, apparently not only during them. it.