Email Delivery Best Practices

This is a short list of best practices to follow when collecting emails, sending campaigns, and growing your subscriber base.

How can I build my list?

A common misconception is that you can buy, rent, or acquire a list and just start sending emails. In truth, this will not only offer bad results, but will destroy your reputation as an email marketer. In order to send to a list, you must have explicit permission to send to them. This means that the subscriber gave you direct permission (opt-in) to send them emails. The general rule to abide by is this:

If the subscriber recognizes who you are and expected the email, it is acceptable.

The usual thought process is to send as many emails as possible to get the most exposure. What most people don't realize is that they are severely diminishing their reputation to ISPs (Yahoo, AOL, MSN, etc). Once this happens, it is very hard to improve that reputation again. If a subscriber is not expecting your email and does not know who you are, then the lead is most likely worthless anyway.

Email marketing should be viewed as a long-term strategy. If you plan to maintain and improve long-term growth, permission based marketing is your best friend. If not, you risk a ruined reputation and give us a clear reason to cancel your account. We constantly track each customer's delivery practices and spam complaints to ensure these rules are being followed.

What should I include in my campaign content?

It is required by CAN-SPAM laws to include an unsubscribe link and the name and physical address of the sender. In Newsberry, it is required that you include the single click unsubscribe tag and a physical address in each campaign. Campaigns can not be sent without this information.