Email Best Practices


  • Target engaged subscribers (0 to 6 month) with relevant content.
  • Send at least once a month to the largest volume on a single day.
  • Sending reputation is based on a 30 day rolling calendar.
  • Ramp up volume if you need to increase your full file volume by more than 30% for a “big push/holiday” to avoid delivery failures.
  • Segment your dormant populations.
  • Permanently suppress unsubscribes.
  • Avoid buying lists. Purchased lists are more likely to include spam traps.
  • Stay within legal compliance of CAN-SPAM and CASL.


  • Keep email size under 102kb.
  • Mailings should be 70% text 30% image ratio (depends on interest/usage of heat maps.
  • Use ALT text and titles.
  • Keep main CTA in the top  20% of the message.
  • Avoid A/B testing during the IP warming period in case you need to troubleshoot delivery issues.
  • Customize campaigns to encourage positive recipient engagement not negative recipient engagement.
  • Positive Engagement is more likely to lead to timely acceptance and/or inbox placement. Positive engagement includes:
    • Opens
    • Clicks
    • Starring
    • Foldering
    • Labeling
    • Getting added to the address book
  • Negative Engagement can lead to poor Sending Reputation resulting in:
    • Temporary deferrals
    • Hard blocks
    • Blacklists
    • Spam foldering

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  • Implement double opt-in or "reconfirm your address" during the sign up process to deter subscribers from “fat fingering.”
  • Give subscribers the option to choose frequency of mail and content type through a preference center.


  • Monitor and analyze engagement metrics after each mailing and adjust targeting and mailings frequency if needed.
  • Check out our Top reporting metric issues.
  • Segment your less engaged audience and target them with more personalized mailings at a less frequent rate. 

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