Good email marketing starts with sending messages people expect, can recognize, and can easily stop receiving. Build your list with clear permission, make each email relevant and honest, authenticate your sending domain, and test the full experience before sending. A marketing platform can help manage campaigns, but it cannot guarantee inbox placement or make an unwanted message welcome.
Email marketing do’s and don’ts at a glance
| Do | Don’t |
|---|---|
| Explain what subscribers will receive and how often. | Buy, scrape, or casually import contacts. |
| Send from a recognizable, authenticated domain. | Assume an email platform guarantees inbox delivery. |
| Use honest subject lines and one clear main purpose. | Use fake replies, false urgency, or misleading sender details. |
| Segment by meaningful interests, status, and behavior. | Send the same promotion to everyone indefinitely. |
| Make unsubscribing straightforward and honor requests. | Hide the opt-out behind a login or preference maze. |
| Test links, rendering, automations, and suppression rules. | Judge success by open rates or delivery rate alone. |
Build a permission-based list
Set expectations at signup
Use a clear signup form that says what the person is joining: for example, a monthly product update, weekly personal-finance tips, or occasional event notices. State the likely frequency and whether messages include promotions or partner offers. If you also collect SMS consent, explain that separately rather than implying an email signup includes it.
Consider confirmation or double opt-in when address quality and evidence of intent matter. Keep a record of the signup source, date, form version, and consent language. These records help explain why an address is on the list and make it easier to resolve complaints or audit imports.
Do not mistake a customer relationship for a newsletter subscription
A receipt, support request, account registration, webinar attendance, or download does not automatically mean someone expects every future marketing category. Send service messages needed to complete a transaction or manage an account as appropriate, but do not silently add those contacts to an unrelated promotional list.
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Avoid purchased and scraped lists
Purchased or scraped contacts often do not recognize the sender, which can increase complaints and hard bounces. They may also violate an email provider’s terms or applicable privacy and marketing rules. A list purchase does not create a meaningful relationship or prove that recipients want the messages. Do not import contacts unless you can establish where they came from and why the planned messages match their expectations.
Write emails that are useful and truthful
Make the sender and subject recognizable
Use a “From” name that matches the brand or person the subscriber knows, send consistently from a domain your organization controls, and use a reply-to address someone monitors. The signup experience, sender identity, and destination page should fit together. Avoid fake “Re:” or “Fwd:” subject lines and sender names that imitate Gmail or another provider.
Write a subject line that accurately describes the email and makes its relevance clear. Preview text should add context rather than repeat the subject. Use urgency only when a real deadline exists, and put important conditions where readers can see them before clicking. False scarcity, fake account warnings, bait-and-switch claims, all-caps shouting, and “you won” language without a genuine prize can attract attention while damaging trust.
Give each message a primary job
An email can educate, announce, sell, activate, retain, request feedback, or invite someone to an event. Choose its main job before writing, then give it one primary call to action. Supporting links can help readers who need more information, but unrelated offers compete for attention and make results harder to interpret.
A useful message typically includes a recognizable sender, clear subject and preview, an opening that establishes relevance, the key information, a visible call to action, and a footer with contact details and an unsubscribe route. There is no universal ideal email length: a simple announcement and a detailed product explanation have different needs.
Segment by relevance, not just by name
Useful ways to group subscribers include signup source, prospect or customer status, product interest, purchase history, lifecycle stage, event attendance, stated preferences, relevant geography, and engagement. Use browsing or product activity only when it is properly disclosed and configured for the audience and applicable rules.
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Personalization is not the same as relevance. A first-name merge tag cannot rescue an offer that does not fit the recipient. For a small list, start with a few distinctions that change the message—such as prospect versus customer, product interest, or active versus inactive—and add complexity only when it improves the content or decision-making.
Check purchase status before sending an offer. Someone who has already bought a product should not keep receiving a campaign urging them to buy that same product. Avoid treating raw list size as the goal; a smaller list of people who want the messages is more useful than a large, unresponsive one.
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Let the signup promise establish the baseline. A consistent cadence is usually easier to understand than long silence followed by a sudden burst, but the right schedule depends on audience expectations, message value, seasonality, and the economics of the offer. Let people choose content types or frequency where practical.
Test a schedule while monitoring clicks, conversions, revenue per recipient, unsubscribes, complaints, and negative replies. Sudden increases in volume can create reputation problems, especially if recipients have not heard from the sender in a long time. For inactive subscribers, consider a limited re-engagement sequence with a defined stopping point rather than mailing indefinitely.
Follow U.S. commercial-email rules
This section describes the U.S. federal CAN-SPAM framework, not a complete guide to every state, privacy, industry-specific, or international rule. Other jurisdictions may require stricter consent or impose additional privacy and marketing obligations. Get jurisdiction-specific advice when your audience or organization spans countries.
CAN-SPAM covers commercial messages promoting products, services, or commercial websites; it is not limited to bulk campaigns. In the United States, prior consent is generally not a CAN-SPAM prerequisite for commercial email, but covered messages still have identification, disclosure, and opt-out requirements. That legal floor is not a recommendation to mail people who do not expect your messages. See the FTC’s CAN-SPAM compliance guide.
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- Use accurate sender, recipient, routing, and originating-domain information.
- Do not use a deceptive subject line.
- Include a clear way to opt out and a valid physical postal address.
- Honor opt-out requests promptly and keep suppression records so those addresses are not re-added by mistake.
The primary purpose of a mixed-purpose email can affect how it is treated. Adding a promotion to a receipt, account alert, or other service message can change the analysis; do not assume a transactional label makes a message exempt.
Make unsubscribing easy
Put a visible unsubscribe link in the message body. Do not require a fee, login, unnecessary personal information, or a multi-page explanation of why someone is leaving. A preference center can let subscribers choose fewer emails or different topics, but it should not obstruct a simple unsubscribe. Avoid prechecked options that keep people subscribed, and synchronize suppression lists across your email platform and CRM.
For Gmail bulk senders, marketing and subscribed messages must support one-click unsubscribe in addition to a visible body link. The provider’s one-click control relies on the List-Unsubscribe and List-Unsubscribe-Post headers; a footer link alone is not the same mechanism. The unsubscribe should apply to the relevant mailing list rather than silently changing unrelated permissions. Google’s one-click unsubscribe guidance explains the distinction.
Authenticate your sending domain
Authentication helps receiving systems assess whether mail is authorized and genuine; it does not guarantee inbox placement.
- SPF identifies sending infrastructure permitted by a domain.
- DKIM adds a cryptographic signature recipients can verify.
- DMARC lets domain owners set evaluation and reporting policies and helps receiving systems assess alignment.
- TLS encrypts transmission between mail servers that support it.
- PTR or reverse DNS helps establish a valid relationship between an IP address and hostname.
- Send from a domain your organization controls, rather than relying on a free consumer mailbox such as a personal Gmail address for campaigns.
- Follow your platform’s instructions for SPF and publish its DKIM record.
- Publish a DMARC record; begin in monitoring mode if you are not ready to enforce a policy.
- Check that authentication aligns with the domain recipients see in the “From” address.
- Verify DNS and authentication using your provider’s tools, then monitor results.
- Update records when you change sending vendors or infrastructure.
DNS values depend on the domain and vendor. Do not copy a generic SPF or DKIM record: a wrong SPF setup or multiple incompatible SPF records can disrupt other authorized senders.
Know the Gmail-specific thresholds
Google requires all senders to Gmail personal accounts to use at least SPF or DKIM and maintain valid forward and reverse DNS and TLS. Senders exceeding 5,000 messages per day to Gmail accounts face additional requirements, including SPF, DKIM, DMARC, alignment, low spam rates, and one-click unsubscribe for marketing and subscribed messages. These are Gmail sender rules, not universal legal requirements. Google said enforcement against noncompliant traffic was being ramped up beginning in November 2025, with temporary or permanent rejection possible. Consult Google’s email sender guidelines and its sender FAQ for current details.
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Google recommends keeping Gmail spam rates below 0.10% where possible and avoiding 0.30% or higher. These are Gmail-specific reputation guidelines, not legal limits or measurements of every mailbox provider. Google also notes that a rate above 0.3% can make delivery support or mitigations unavailable to bulk senders. Low complaints do not, by themselves, show that a campaign is effective.
Do not confuse delivery with inbox placement
A platform’s “delivered” status does not mean a message reached the primary inbox. It may appear in Promotions or another tab, go to spam, be temporarily deferred, be permanently rejected, or be suppressed by the sending platform. Google says it cannot guarantee that mail sent through a third-party provider will pass Gmail’s spam filters. Shared infrastructure can also be affected by other senders using it.
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Design for mobile, accessibility, and blocked images
- Use a responsive layout, readable text, and adequate line spacing.
- Provide sufficient color contrast and descriptive link text.
- Use alt text for informative images and make buttons usable on touchscreens.
- Ensure the message still communicates when images are blocked; never put critical information only inside an image.
- Include a plain-text or multipart alternative and avoid image-only creative.
- Check dark mode and other rendering conditions that matter to your audience.
There is no universal text-to-image ratio that guarantees delivery. The practical concern is whether recipients can understand and use the email when images do not load.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Keep automations from sending the wrong message
Common workflows include welcome sequences, lead nurture, post-purchase education, abandoned-cart reminders, renewal notices, event reminders, onboarding, and re-engagement. Each workflow should have:
- A clear entry condition and exit condition.
- Frequency caps and suppression rules.
- Checks for customer status, purchase, refund, cancellation, and relevant support events.
- A fallback for missing data, a review date, and a way to stop messages when an offer is no longer relevant.
Without reliable synchronization, a person can receive an abandoned-cart email after buying, remain in a prospect sequence after becoming a customer, or re-enter an automation after unsubscribing. Test how your CRM, store, and email platform handle these changes, not only how the messages look.
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Test the complete experience before sending
- Confirm the subject line, preview text, “From” name, and monitored reply-to address.
- Check segmentation, personalization fallbacks, suppression rules, and time-zone scheduling.
- Preview desktop and mobile layouts, dark mode where relevant, image loading, alt text, and the plain-text version.
- Test every link, redirect, tracking parameter, landing page, coupon, expiration date, and checkout path.
- Check the unsubscribe route, postal address, sending domain, and authentication.
- Send to internal accounts at more than one provider, while remembering that internal tests cannot predict each recipient’s filtering.
- Confirm analytics attribution and the message’s consistency with the landing page.
Measure outcomes, not just opens
Track results across five areas: delivered messages and valid subscribers; clicks, replies, and site sessions; purchases, registrations, qualified leads, or revenue; complaints, unsubscribes, and negative replies; and bounces, inactive share, and suppression volume.
Google says it does not track open rates and cannot verify the accuracy of figures reported by third parties. Opens can still be directional, but privacy features and tracking limitations make them provider-dependent. Do not choose a winning campaign on opens if the real goal is purchases or qualified leads.
For an A/B test, define the business success metric first and test one meaningful variable at a time where possible. Avoid declaring a winner from a tiny or highly unbalanced sample. Statistical confidence and business significance are different: a small measured lift may not justify a change, while a meaningful gain may matter even if a small list cannot produce a decisive test.
Choose a platform around the work you need it to do
Compare tools by billing unit, automation depth, integrations, segmentation, deliverability controls, reporting, migration support, support options, data portability, and total cost. Check contact or send caps, overages, seats, credits, taxes, billing cadence, add-ons, and what happens when a limit is exceeded. A familiar brand or a large template library is not a substitute for checking fit.
Recommended Free Tools
| Platform | Potential fit | What to check |
|---|---|---|
| Mailchimp | Small teams seeking an all-purpose campaign and automation tool. | Contact-based tiers, monthly send limits, overages, and whether costs rise with stored contacts. Its official pricing page is Mailchimp pricing; displayed plans and offers vary by audience size, billing period, currency, taxes, and current promotion. |
| HubSpot Marketing Hub | Organizations that want email within a broader CRM, sales, service, content, and reporting system. | Marketing-contact limits, seats, credits, billing cadence, onboarding, and add-ons; broader capability can mean unnecessary complexity for a simple newsletter. See HubSpot pricing. |
| Brevo | Worth evaluating when sending volume matters more than storing a large contact list. | Verify current email, SMS, automation, and contact limits on Brevo pricing. |
| Klaviyo | Ecommerce teams needing behavioral events, product feeds, segmentation, and revenue-oriented reporting. | May be more than a simple newsletter operation needs; check current terms at Klaviyo pricing. |
| Constant Contact | Small organizations prioritizing approachable campaign creation, support, or event-oriented use cases. | Verify current automation depth and contact-tier costs on Constant Contact pricing. |
Choose based on the systems you already use and what you need to automate. Before migrating, confirm that consent records, tags, automations, historical data, and suppression records can move with you—and that contacts and events can be exported if you leave.
Quick Recap
Pre-send checklist
- Does each recipient have a clear reason to expect this type of message?
- Does the campaign match what the signup form promised?
- Is the sender recognizable, and is the reply-to monitored?
- Is the subject line accurate, with no false urgency or fake reply framing?
- Does the email have one primary purpose and a clear call to action?
- Is the segment appropriate for the offer and current customer status?
- Are purchase, refund, cancellation, and support conditions reflected in any automation?
- Have you checked frequency caps, exit rules, and suppression lists?
- Are the sending domain, SPF, DKIM, and relevant DMARC settings verified?
- Does the message include a visible unsubscribe route and required postal address?
- Do links, redirects, landing pages, codes, and checkout work?
- Does the design work on mobile and remain understandable with images blocked?
- Are alt text and a plain-text alternative present?
- Have you checked personalization fallbacks, time zones, and analytics attribution?
- Will you evaluate clicks, conversions, revenue, complaints, and unsubscribes—not just opens?
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