1. Don’t be a roach motel; make it easy for people to unsubscribe. There’s nothing worse than when you require people to jump through hoops, scrutinize small text for the “unsubscribe” link, or wait a week in order to stop getting your emails. Let go of those who don’t value your emails; focus instead on optimizing the experience for those who do.
2. Make sure your subject line is catchy without being clickbaity. You don’t want to dupe people, but you do want to entice them, to whet their appetite, to create a curiosity gap. This is a tricky balance to strike, but do it right, and you’ll increase your open rates dramatically.