Best practices of email marketing



Use files of unknown or suspect origin

Use your own client files or purchase them from a reputable, specialised company

Use lists that have not been checked

Check the structure of addresses: "@», ".extension", … (too many errors block your transmission)

Send advertising emails to personal addresses without the specific agreement of the recipient

Use official or generic addresses or opt-in addresses

Use Outlook for routing in mass

Use an emailing platform or specific emailing software

Use the bandwidth of your ISP

Use the services of a company specialised in routing

Send messages in English

Send the mail in the recipient’s language

Use too many different colour codes

Remain sober

Use fancy and/or too varied fonts

Remain sober

Attach items to messages

Use links to documents stored

Include excessively large graphic items in the message

Use links to documents stored at web resolution (72 dpi)

Overload the message with graphic items

Remain sober

Try to say too much, write too much, requiring the use of the cursor

Be brief and concise, go to the point and insert relevant links to your site

Use inactive or unidentifiable reply addresses

Use an existing, active address from which the email is taken

Display a recipient address that is the same as that of the sender

Display the address of the recipient

Use the address of an ISP

Use an address with a specific domain name

Flood the market with messages that don’t concern it

Target your recipients

Send messages too frequently

Space out your messages

Always send the same message

Vary content, offer content and vary the graphics, the catcher, …

Send a message in a single form (html or text)

Use a mirror page or send in simultaneous mode

Use special characters in the object

Use terms such as “free” in the object

Use question or exclamation marks

Send the same message in different languages (so that the recipient receives the message several times)

Send the mail directly in the recipient’s language and insert a link giving access to other languages

Use non standard lists that are merely merged

Deduplicate the email addresses

Customise the message incorrectly

Fail to give the contact details of your company (at least a telephone number!)

Given the complete contact details of your company: address, tel, url, …

Prevent a subscriber from unsubscribing

Insert an unsubscribe link systematically

Write a message setting out the graphics charter of your website for a better match with your image

Use a tool enabling you to monitor your campaign (traced links)

"Fiddle" with a message yourself if you do not have the required skills

Use the services of a specialised graphics agency

Generate an html message using a Microsoft program

Use an html editor to design and test your messages

Send a simple message without the possibility of additional information

Send a dynamic message with links to your web site

Send a message on a Monday morning or a Friday afternoon

Prefer Tuesdays, Wednesdays or Thursdays which ensure a better read rate

Send the messages in the evening or at night

Send between 09.00 and 16.00 to ensure that your messages are not lost in the mass

Send without carrying out a test

Test your message on your address, that of your colleagues or friends to ensure that the items in the message are correctly displayed

Ignore the answers of recipients

Acknowledge unsubscription requests and update the databases (change of email and postal addresses, etc.)

Answer requests for information

Confirm subscriptions, unsubscription requests, etc.

Improvise a campaign

Incorporate emailing in a real marketing strategy

Ignore the reactions of recipients (reading, clicking, etc.)

Use the results of your campaigns: qualify prospects, expedite subscribers, etc.