3.2 KiB
Marketing Email Best Practices
Promotional emails that require explicit consent and provide value to recipients.
Core Principles
- Consent first - Explicit opt-in required (especially GDPR/CASL)
- Value-driven - Provide useful content, not just promotions
- Respect preferences - Let users control frequency and content types
Opt-In Requirements
Explicit Opt-In
What counts:
- User checks unchecked box
- User clicks "Subscribe" button
- User completes form with clear subscription intent
What doesn't count:
- Pre-checked boxes
- Opt-out model
- Assumed consent from purchase
- Purchased/rented lists
Informed Consent
Disclose: email types, frequency, sender identity, how to unsubscribe.
✅ "Subscribe to our weekly newsletter with product updates and tips" ❌ "Sign up for emails"
Double Opt-In (Recommended)
- User submits email
- Send confirmation email with verification link
- User clicks to confirm
- Add to list only after confirmation
Benefits: Verifies deliverability, confirms intent, reduces complaints, required in some regions (Germany).
Unsubscribe Requirements
Must be:
- Prominent in every email
- One-click (preferred) or simple process
- Immediate (GDPR) or within 10 days (CAN-SPAM)
- Free, no login required
Preference center options: Frequency (daily/weekly/monthly), content types, complete unsubscribe.
Content and Design
Subject Lines
- Clear and specific (50 chars or less for mobile)
- Create curiosity without misleading
- A/B test regularly
✅ "Your weekly digest: 5 productivity tips" ❌ "You won't believe what happened!"
Structure
Above fold: Value proposition, primary CTA, engaging visual
Body: Scannable (short paragraphs, bullets), clear hierarchy, multiple CTAs
Footer: Unsubscribe link, company info, physical address (CAN-SPAM), social links
Mobile-First
- Single column layout
- 44x44px minimum buttons
- 16px minimum text
- Test on iOS, Android, dark mode
Segmentation
Segment by: Behavior (purchases, activity), demographics, preferences, engagement level, signup source.
Benefits: Higher open/click rates, lower unsubscribes, better experience.
Personalization
Options: Name in subject/greeting, location-specific content, behavior-based recommendations, purchase history.
Don't over-personalize - can feel intrusive. Use data you have permission to use.
Frequency and Timing
Frequency: Start conservative, increase based on engagement, let users set preferences, monitor unsubscribe rates.
Timing: Weekday mornings (9-11 AM local), Tuesday-Thursday often best. Test your specific audience.
List Hygiene
Remove immediately: Hard bounces, unsubscribes, complaints
Remove after inactivity: Send re-engagement campaign first, then remove non-responders
Monitor: Bounce rate <2%, complaint rate <0.1%
Required Elements (All Marketing Emails)
- Clear sender identification
- Physical mailing address (CAN-SPAM)
- Unsubscribe mechanism
- Indication it's marketing (GDPR)
Related
- Compliance - Detailed legal requirements by region
- Email Capture - Collecting consent properly
- List Management - Maintaining list hygiene