Learn best practices for email marketing.
Companies that engage in email marketing must comply with certain federal requirements set forth by the CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing) Act of 2003. These requirements include a way for email subscribers to opt out of further messages and the inclusion of the sender's name and mailing address. However, email marketing companies like MailChimp, ExactTarget and Lyris recommend that marketers follow certain best practices for design, content and lists in order to maximize their chances for success.
Best Practices for Email Design
Design your emails with the knowledge that most subscribers view messages in a "Preview Pane" with images disabled by default. MailChimp recommends creating your messages using HTML tables with a width of no more than 600 pixels. For style items like font sizes or colors, use in-line styles instead of Cascading Style Sheets (CSS).
Include relevant images of products or services in your email messages. Make sure to designate "alt" HTML text to display when images are disabled. To avoid tables that do not display correctly, make sure each image has a height and width in your HTML code. Upload your images to your server and reference the URL for the image in your message. Do not simply attach images to your email.
Best Practices for Email Content
Only send relevant content to your email subscribers. Many email marketing providers, including Lyris, recommend practicing "list segmentation" and targeting subscribers by location or interest. Always include a link in your email messages where subscribers can easily opt out of future email communications -- preferably with one click, as recommended by MailChimp.
Don't forget to create a plain-text version of your HTML email messages. Bundling your HTML and plain-text messages together and sending them using Multipart-Alternative MIME format ensures that your subscribers can view the HTML or text version of your message, depending upon their email settings and preferences. MailChimp also recommends including a link to view your email as a Web page.
Best Practices for Email Lists
Though the CAN-SPAM Act does not require an opt-in process, email marketers should establish opt-in processes as a best practice. An opt-in process enables your subscribers to voluntarily join your email list and receive mailings from you through a mechanism as simple as a sign-up form on your website. Consider offering a free giveaway, like a whitepaper, as a bonus for signing up for your list. MailChimp also recommends including a "Forward to a Friend" link in all your email messages.
