Email marketing best practice summary Published September 11, 2011 In this knowledge base section we tells you why it’s so important to follow this process. The physical process of sending an email to lots of people is not that hard to do. However, staying within the law, getting your emails delivered to the inbox, and getting the response you want is a little more complex. There are many factors, based around the activities of spammers, phishers, data protection laws and recipients’ preferences and perceptions. In order to help you build a good framework to work from and to maintain your freedom to be creative with your marketing, we’ve put together this best practice guide for you… Best Practice – Getting your emails delivered When sending bulk email it can prove difficult to get in the inbox but ensuring that your email campaign does get delivered is of course the idea. But due to spammers, lots and lots of technology and time has been invested to intercept spam and redirect it to the junk folder so that only the email you want is in your inbox. Best Practice – Data and list building Just because you operate within the law, it doesn’t mean your email campaign will be delivered. Just because legislations don’t prohibit certain activity, it doesn’t mean that you are entitled to do it without consequence – the soft opt-in, corporate subscribers and third party opt-in are the big three problems. Best Practice – Content In order for recipients to do what you want them to do with your email marketing, they need to be interested or at least inclined to let you convince them. This means the email and its content need to be relevant to them and relative to the rapport they have with you. Best Practice – Optimisation In my three previous blogs on email marketing best practice I have hopefully provided you with some of the email marketing basics, once you have all that stuff down you can start being creative and optimising the recipient experience.