Opt-In Permission / Opt-In Rate
This metric measures how successfully a campaign encourages opt-ins for additional communications via email. Permission-based marketing is the least expensive way to create an ongoing dialogue between your company and large numbers of customers and/or prospects. The opt-in rate tells you how effective your EM or DM efforts are at encouraging end users to opt-in to further permission-based marketing.
Best Practice
Obviously the time period used here – at 10 days – is arbitrary. Pick a time period that makes sense based on when the majority of opt-in requests come in following a flight of communications.
Trend data can be very useful here. If you see the opt-in rate going down over time, it could mean that you are overcommunicating with your customers and/or prospects.
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