The quick and dirty guidelines
If you want to dive right in and just need some direction, here’s the outline:
- Don’t waste your readers’ time — An email inbox is a busy place, you won’t get much attention.
- Permission matters — Not only do you need to have permission to email people, but it helps to remind them of how they gave you permission, as specifically as you can.
- Relevance trumps permission — Just having permission is not enough, the content you are sending must also be relevant.
- Make unsubscribing easy — There’s no point emailing people who are not interested.
- Image blocking is common #8212; You can’t rely on people actually seeing your images.
- Bring back tables — Structural tables are still often necessary for creating columns.
- Add online styles — Gmail removes anything else.
- Don’t forget your plain text version — You can make blocks of text more readable.
- Meet your legal obligations — For example, CAN-SPAM for US senders.
- Test, test, test — It’s the only way to be confident about your design working.
Read the full article in Campaign Monitor