Email Marketing Best Practices

Good email marketing is permission-based, relevant, technically sound and easy to unsubscribe from.

The practical framework

• Set expectations at signup
• Use recognizable sender identity
• Write for the subscriber
• Segment when it changes relevance
• Keep lists clean
• Make unsubscribing straightforward

Keep the system coherent

Best practices protect both the reader experience and the long-term health of the list.

Related: choosing email software, email automation, and list building.