For small businesses and nonprofit organizations, every connection matters. Email remains one of the most effective tools for staying in touch with supporters, sharing updates, and delivering valuable resources. However, in order to ensure emails are being delivered to subscribers (rather than their spam folders), a common best practice is to only send to people who open emails, and/or click the links often in emails At the Independent Restaurant Coalition, we rely on this engagement to continue our vital work, and today, we’re shedding light on why it’s so important.
Why the IRC Needs You to Open and Verify Emails
When we send emails to our subscribers, we aren’t just sending updates. These emails often contain calls to action, such as signing petitions, registering for events, or providing feedback on important issues affecting the restaurant industry. If these emails remain unopened or are only previewed in inboxes, as they often are for Mac Mail users, critical links may not function properly, and our ability to measure engagement is hindered.
Here’s why clicking and fully opening emails matters:
- Ensuring Deliverability: Email providers monitor whether recipients open and interact with emails. Low engagement can mark our messages as spam, reducing our ability to reach you and others in the future.
- Tracking Support: Every click or open helps us understand what information matters most to you, allowing us to tailor our advocacy and resources more effectively.
- Completing Actions: Preview panes or unopened emails can result in incomplete actions. For instance, RSVP links may not register, or crucial documents may not download.
Your simple act of fully opening emails and engaging with their content is a small but mighty contribution to our shared mission of supporting independent restaurants.
How Email Open Rates Impact Restaurants Using Email Marketing
For independent restaurants relying on email marketing, open unverified emails can have significant consequences. When customers don’t fully open emails or interact with them, restaurants face challenges such as:
- Reduced Visibility: Email providers may deprioritize or block future emails from the restaurant, thinking they’re irrelevant to recipients.
- Missed Opportunities: Unopened emails mean missed chances to share special events, promotions, or menu updates that drive revenue.
- Skewed Metrics: Without accurate open and click rates, it’s harder for restaurants to determine what content resonates with their audience and optimize campaigns.
By educating your staff and community about the importance of engaging with emails, you can help boost the effectiveness of your restaurant’s marketing efforts—and protect the time and energy poured into crafting meaningful messages.
What You Can Do
- Open and Click: Don’t rely on preview windows. Fully open emails and interact with them when you trust the sender.
- Spread the Word: Share this information with your network. Many people don’t realize the impact of their engagement—or lack thereof—on email campaigns.
At the IRC, we’re committed to keeping independent restaurants informed, supported, and connected. With your help, we can ensure our emails—and the emails of the restaurants you love—continue to make a meaningful impact.
Together, we can safeguard the future of independent restaurants, one email at a time.