There are a few things that will really help improve your recipient engagement, here are some things to try and drive those figures up:
Try different email subject lines
Getting your recipients to open the email that delivers their credential is the first step to getting them to engage further. Having a clear, succinct subject line that quickly shows the recipient that this email has value will help improve your open rates.
Have a strong Call to Action (CTA)
You should choose what one or two actions you most want your recipients to take and focus the email's CTA's around this. For example you may want to get them to add it to LinkedIn, or perhaps your aim is garner more tweets or to get more Facebook posts. Whatever your goal is, a strong CTA will help you get there. Here's an example of an email template where the aim is to get recipients to add their Credential to LinkedIn.
Educate your recipients
This is one of the most important factors that affects engagement. The more you work with your recipients to educate them on the features & benefits of their new digital credential, the more likely they are to engage. Some ideas for helping to educate them include: