Some Email Delivery Best Practices
With credit to Evan Carmichael


  • Send Email only when it's Relevant: Send emails based on what you know about the recipient (i.e. where they are in the buying cycle, what content they have requested, etc.). It is also important to make sure you show respect for recipient's time by sending emails at the frequency the recipient asks for.
  • Establish Credibility: The consistency and timeliness of communication has an impact on your brand. By maintaining consistent communication and delivering content that is valuable to the recipient you will improves your brand image and create longer customer relationships.
  • Include a Privacy Policy Link: Ensure that prospects and customers know what you plan to do with their personal information by creating a privacy policy that is easily accessible.
  • Make Unsubscribe Easy: Make sure the unsubscribe link is noticeable, clearly defined and easy to use.
  • Have a Clear Call to Action: Don't send an email unless the required action is easy to understand and will provide value to the recipient.
  • Personalize the Email: Include the recipients name and ensure the spelling is correct.
  • Monitor and Measure Campaigns: It is critical that metrics are identified well in advance and improvements are made over time.
  • Include both Plan Text and HTML: It is important that the formatting is done properly. Emails should be tested to ensure they can be seen properly on different screen sizes, with different browsers and on Blackberry's.
  • Subject Line should be Clear and Concise: As a general rule of thumb, try not to include a dollar sign, the word free, or multiple exclamation marks as they increase the likelihood of being identified as spam. Use a subject line that actually speaks to what is in the email.
  • Keep the Sender Consistent: Make sure the sender is well known and well respected. Use someone from the company instead of a generic email account.
  • Clean your List: Keep your list of subscribers clean by asking receivers to update their information on an ongoing basis.
  • Monitor and Classify your Bounces: This will help to ensure your lists are clean and up-to-date. A review of your bounces will also help you understand why emails are undeliverable (ISP, Domain, etc.) and adjust your strategy accordingly.
  • Use Email Marketing as part of an Integrated Marketing Plan: Email alone will not allow you to achieve your desired end result. 

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