Email best practices


  • Target engaged subscribers (0 to 6 month) with relevant content
  • Send at least once a month to the full file volume on a single day to keep the IP warm
  • 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
  • Sunset your dormant populations
  • Permanently suppress unsubscribes
  • Avoid buying lists
  • Stay within legal compliance of CAN-SPAM and CASL


  • Customize campaigns to encourage positive recipient engagement not negative
  • 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.

Sign up

  • 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

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