4. Ensure You Obtain a Recipient’s Permission

A double opt-in system will protect your business from legal threats and can protect you from any malicious attacks. Double opt-in is the best method to ensure you have permission to send emails to every person. It basically stops you from sending emails to people you shouldn’t.

Most countries have anti-spam laws. If you add people to a marketing list without their consent, you could get in serious legal trouble. This is especially important with the introduction of GDPR (General Data Protection Regulation), which makes permission more rigorously enforced.

5. Optimize Emails for Mobile Devices

In order to convert leads, it is more sensible to grab the attention of your mobile audience. To get their attention, you need to optimize every email that you send for mobile devices.

55% will view your email on a Smartphone or tablet. Your email should not just be formatted for desktops. It's annoying to have to scroll and zoom in order to understand what your email is about.