Email Campaign Best Practices: A Comprehensive Guide

Subject Line and Preview Text

• Keep subject lines specific and under 75 characters
• Highlight clear benefits or offers
• Use questions to spark curiosity
• Ensure accuracy to maintain credibility and comply with laws (CAN-SPAM, CASL, PECR)

Email Content Guidelines

• Focus on a single topic per email
• Include clear calls-to-action
• Maintain consistent brand voice
• Always link to your website
• Use simple, readable formatting with dark text on light backgrounds
• Keep content brief but valuable

Image Best Practices

• Use descriptive file names for alt text
• Accept formats: .jpg, .gif, or .png
• Keep files under 500 KB (max 20 MB)
• Maximum resolution: 60 MP
• Include supporting text for hidden images
• Maintain consistent image dimensions in sections

Building a Healthy Email List

• Only add voluntary subscribers
• Include sign-up areas on your website
• Never purchase email lists
• Avoid requiring emails for content access
• Remove invalid, duplicate, or inactive addresses
• Consider using list-cleaning services

Essential Components

• Make unsubscribe links visible and accessible
• Include valid business name and physical address
• Use personalized, validated email addresses
• Comply with anti-spam laws

Optimization Tips

• Send test emails before campaigns
• Conduct A/B testing
• Experiment with sending times
• Use mail merge for personalization
• Monitor analytics to improve performance
• Maintain consistent messaging across all communications

Spam Prevention

• Validate your email domain
• Use confirmed opt-in lists
• Follow anti-spam regulations
• Keep engagement rates high

Legal Compliance

• Follow CAN-SPAM, CASL, and PECR requirements
• Include valid physical address
• Honor unsubscribe requests promptly
• Maintain proper documentation

Remember to regularly review and update your email strategy based on performance metrics and subscriber feedback.

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