Email Campaign Best Practices

Follow these proven strategies to create engaging, effective email campaigns that reach your subscribers' inboxes and drive results.

Subject Line and Preview Text

• Keep subject lines under 75 characters
• Be specific and highlight benefits
• Include offers or discounts when relevant
• Ask engaging questions
• Ensure accuracy to maintain trust
• Write compelling preview text that encourages opens

Content Guidelines

• Focus on a single, clear topic
• Include one prominent call-to-action
• Maintain consistent brand voice
• Add clear website/product links
• Keep content brief but valuable
• Use personalization through merge tags

Design Best Practices

• Use light backgrounds with dark text
• Highlight CTAs with contrasting colors
• Ensure mobile responsiveness
• Maintain consistent branding
• Choose readable fonts
• Include alt text for images

Image Requirements

• Use .jpg, .gif, or .png formats
• Keep files under 500KB (20MB max)
• Maximum resolution: 120 MP
• Use descriptive file names
• Include supporting text
• Maintain consistent image sizes within sections

Mailing List Management

• Only include opted-in subscribers
• Regularly clean your list
• Remove invalid/fake addresses
• Don't purchase email lists
• Add signup forms to your website
• Monitor engagement metrics

Legal Compliance

• Include visible unsubscribe links
• Display physical business address
• Follow anti-spam laws (CAN-SPAM, CASL, PECR)
• Verify sender email domains
• Maintain accurate subscriber data

Optimization Tips

• Send test emails before campaigns
• Track performance metrics
• Conduct A/B testing
• Experiment with send times
• Review analytics regularly
• Maintain consistent messaging across all communications

Anti-Spam Measures

• Use verified email domains
• Clean lists regularly
• Follow email sending best practices
• Monitor bounce rates
• Maintain sender reputation
• Avoid spam trigger words

Success Metrics

• Monitor open rates
• Track click-through rates
• Analyze unsubscribe rates
• Review engagement patterns
• Compare campaign performance
• Adjust strategy based on data

These guidelines help ensure your email campaigns are professional, effective, and compliant with relevant regulations while maintaining high engagement rates with your subscribers.

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