Author Box
Articles Categories
All Categories
Articles Resources

What Are Email Marketing Best Practices?

April 08, 2012 | Comments: 0 | Views: 120

Email Best Practices

Get Permission

This is, by far, the single most important measure to take in order to help ensure good deliverability -- the foundation of an effective email campaign.

In a broad sense, make sure that whether you are adding subscribers or they are adding themselves, it is quite clear to them that they're giving you permission to receive email messages.

More specifically:

Don't use purchased leads

Ask people if they want your email and don't simply assume that they do based on another transaction with you or your business

Use Confirmed Opt-In to protect your sender reputation

Read some examples of methods of obtaining email addresses that can or cannot be used with responsible email marketing services.

Stay Relevant

If you were asked to give a speech on golf tips at a conference, and you spent your time at the podium talking exclusively about your country club, what type of reception would you get from the crowd?

Your subscribers will give you that same type of reception (through complaints and unsubscribes) if you don't stick to meeting the expectations you've set for your email campaign.

Start by focusing on maximizing the value of each message you send to your subscribers, and stick to it.

Promptly Remove Unsubscribes

Responsible email senders automatically remove subscribers who opt-out using the link at the bottom of any of the messages sent from your campaign.

In some cases, however, subscribers will respond to your email messages asking to be removed from your list. To avoid issues:

Use a reply address you check regularly

Manually remove people who ask to be unsubscribed.

Send Frequently Enough... But Don't Overwhelm

Sending too frequently can cause an increase in:


Unsubscribes ...while not sending often enough can lead to the same issues, plus more undeliverable email addresses on your list.

Set expectations for how frequently you're going to send messages to subscribers and stick with it. You probably don't want to send every day, but you certainly don't want to wait several months between each message you send.

Review Your Message Content

Once you're finished at the drawing board and have saved your message, review it and make sure:

It has a plain text version, even if you've written one in HTML

You've avoided using excessive punctuation within words and phrases

There is a sufficiently high text to HTML ratio -- messages should not consist of large images with little text

You haven't hyperlinked URLs in HTML messages

To check its SpamAssassin score for content filtering issues

Also, by sending a test of your message to a few of your own email accounts, you can help ensure that it appears consistently the same way to each of your subscribers.

Get Whitelisted

Encouraging your subscribers to add your email to their address books has benefits.

Email users add only certain chosen parties -- senders who they know, trust, and expect email from.

Because of this, senders who appear there sometimes get better email deliverability often with an added benefit of images appearing automatically.

Use an Effective Reply Address

Though it takes only a few moments to decide on, choosing the reply address that appears in the from line of your messages is important to the success of your campaign.

Along with the subject of your message, the first thing your subscribers see of your messages when they're browsing their inboxes will be the reply address and/or the "Name" you also set.

You reply address and name should be:


Hosted at the same or similar domain as the website subscribers signed up at

Avoid using free addresses (e.g. hosted at,,, etc.) you use for personal communications.

Free addresses tend to stand out less to subscribers and when deciding whether to deliver your messages, some ISPs consider messages from free addresses to be slightly more risky since anyone (including spammers) can get their hands on them.

Keep Complaint Rates Low

More of something to understand than it is strictly a practice, keeping the rate at which subscribers report your messages as SPAM at an acceptable rate is crucial to email deliverability.

Don't Let Perfect Be the Enemy of the Good

Starting off on the right foot is a virtue worth noting; however, obsessing to get it right the first time or trying to do it all can prevent you from starting to see the positive returns you're assured with an effective email marketing campaign.

Instead, get started with by:

Publishing a form to your website

Setting up your autoresponder and possibly one or two other messages

Our Education Team regularly hosts free How to Get Started live seminars that will give you the instructions and confidence you need to get set up with something that will benefit your business.

Once you have a basic set up, you can move onto optimizing your campaign including:

Considering HTML versions of your messages

Split Testing Web Forms and Broadcast Messages

Customizing the branding of your campaign

Targeting specific segments of your lists

But take a step-by-step approach and don't try to do it all at once. Start somewhere, then use the results you see to motivate your improvements!

Source: EzineArticles
Was this Helpful ?

Rate this Article

Article Tags:

Email Marketing


Best Practices


Email Marketing Best


Reply Address


Email Addresses


Email Messages

Hence the professional search engine services are very beneficial and also help to increase traffic and clients on your site. This is also helpful to attain target and increase sale. Is you have

By: Mukesh Kumar l Internet Businesses > SEO l December 28, 2012 lViews: 348

Some people are still unaware about how helpful the redesigning of website can be for them. In order to have a better understanding, these people should have clear knowledge the importance of website

By: dauly rani l Internet Businesses > Web Design l December 27, 2012 lViews: 413

If you use SEO, Montreal is a great location for tapping an online audience because of the city's sophisticated business landscape. For your small Montreal business, maximizing your blog's visibility

By: quincycovillon l Internet Businesses > SEO l November 16, 2012 lViews: 218

As it is a well known fact that website development carries big dream of people; it is none other than revenue generation quickly. Although many people fantasize that creating and building website

By: Mohsen Ansari l Internet Businesses > SEO l November 16, 2012 lViews: 267

Today everybody is after a successful business and to make a business successful one goes to any length resorting to different tactics. If anyone has an online business, he must be trying best to

By: suresh chakma l Internet Businesses > SEO l November 04, 2012 lViews: 217

Website development has transpired as an industry in the last decade. A company or a person develops web sites to be placed on the World Wide Web in the field of web development. Here Helena tries to

By: newagesmb l Internet Businesses > Web Development l October 26, 2012 lViews: 204

The 2010 remake of "The Karate Kid" was good for karate studios. But karate teachers can't count on movies and Hollywood generating new business! While karate is a timeless sport, both for

By: Dan Forootanl Internet Businesses > Email Marketingl April 26, 2012 lViews: 177

Advertising remains simple for musical acts that are hip and hot enough to headline arenas. Massive promoters such as Live Nation have plenty of money at their disposal to flood the television and

By: Dan Forootanl Internet Businesses > Email Marketingl April 26, 2012 lViews: 137

Email marketing is far and away one of the most successful ways to attract educated, informed and motivated buyers to your website. One of the major advantages of email marketing is that once you

By: Peter D Robsonl Internet Businesses > Email Marketingl April 26, 2012 lViews: 147

If there's any business looking for affordable methods of advertising and marketing, it's the dollar store. These establishments appeal to people in every income bracket, from those seeking good

By: Dan Forootanl Internet Businesses > Email Marketingl April 26, 2012 lViews: 153

In many ways, women's clothing stores that rent and sell prom dresses and wedding dresses are self-sustaining operations. After all, proms and weddings happen every year! Plus, with senior proms

By: Dan Forootanl Internet Businesses > Email Marketingl April 26, 2012 lViews: 151

The spring is perhaps the best time of the year for stores offering tuxedo rentals and sales. June is, of course, the most popular month for weddings, and high school proms are taking place from

By: Dan Forootanl Internet Businesses > Email Marketingl April 26, 2012 lViews: 155

Discuss this Article

comments powered by Disqus