Email Campaign Best Practices: A Comprehensive Guide

Subject Lines and Preview Text

• Keep subject lines under 75 characters
• Be specific (e.g., "Opening in Le Marais!" vs "Great news!")
• Include sales and discounts when relevant
• Ask engaging questions
• Ensure clarity and proper grammar to build trust

Content Structure

• Focus on a single topic per email
• Include one clear call-to-action (CTA)
• Maintain consistent brand voice
• Add hyperlinks to your website
• Use dark text on light backgrounds for readability
• Design CTAs with contrasting colors

Image Guidelines

• Use .jpg, .gif, or .png formats
• Keep file sizes under 500KB (max 20MB)
• Maximum resolution: 120 MP
• Include descriptive alt text
• Maintain consistent image dimensions within sections
• Always include text content as backup for image blocking

Mailing List Management

• Only include opted-in subscribers
• Never purchase email lists
• Regularly clean invalid and outdated addresses
• Remove unengaged subscribers
• Consider using list-cleaning services like BriteVerify
• Add clear signup sections on your website

Legal Compliance

• Include visible unsubscribe links
• Display valid physical business address
• Follow anti-spam laws (CAN-SPAM, CASL, PECR)
• Verify sender domain
• Use only confirmed opt-in subscribers

Optimization Tips

• Send test emails before launching campaigns
• Conduct A/B testing
• Analyze sending times and days
• Use merge tags for personalization
• Monitor campaign performance metrics
• Maintain consistency across all email communications

Spam Prevention

• Use verified custom email domains
• Clean mailing lists regularly
• Avoid spam trigger words
• Follow email authentication protocols
• Maintain consistent sending volumes

By following these guidelines, you'll create more effective email campaigns with higher engagement rates and better deliverability. Remember to regularly analyze your metrics and adjust your strategy based on your audience's behavior and preferences.

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