This document provides guidelines for email marketing. It recommends making email content readable on all devices without images, using a recognizable sender name and brief subject line under 50 characters to improve open rates, and avoiding spammy words or frequent mass emails that could trigger filters. Proper use of from fields, attachments, and mail server settings is also advised to maintain high delivery rates.

1. Email Marketing Guidelines
Email marketing
is…
… a form of direct marketing using electronic mail to communicate commercial messages such as ads,
donations, and business requests to a group of people. Make your emails readable. Your creative
multimedia content will not be readable to some people who open your email on their text-only mobile
devices. The content must be sensible whether the images are displayed or not. Do not insert images that
are meant to be downloaded from the Internet. Majority of email client applications will instantly block
them. Additionally, avoid nest scripts in your message.
Your marketing emails should have a recognizable preview. The truth is not everyone will open your email,
much less read them. Most people will only look at the email sender, the subject line and preview the
message then decide if it is interesting or not. To improve the success rate of your emails, your sender name
should be visible, reliable, and identifiable. Do not use robot-looking email addresses in sending your
marketing emails. Do not bother personalizing the subject line for each receiver either. Based on email
marketing statistics, customizing the subject line does not have significant results.
The subject line summarizes the email content, not sell it. Keep the subject line brief, about 50 characters or
less. Do not use capital letters, flashy promotional messages, and exclamation marks in the subject line.
Avoid subject lines that contain words that are popular on spam emails like “free” or “money.” Keep your
email delivery rate high. Not many people will look at messages that are automatically stored in Junk/Spam
folders. Emailing frequency, from field, file attachments, subject line, and email marketing content can
trigger anti-spam filters. Check your mail server settings before sending a mass of marketing emails.

2. Majority of email server providers avert spam by preventing users from sending large quantities of emails
within a short period.
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