• Obtain prior permission via a double opt-in subscription mechanism. Send an automated and well thought-out welcome message with key instructions and expectations.
  • Use clear and accurate sender identity.
  • Define a short and accurate subject line no longer than 25 characters for most clients.
  • Provide wanted, expected, relevant, and interesting messages to each recipient, which is easily understandable. Message should also be readable with blocked images. 
  • Include a plain text alternative with any HTML message
  • Provide clear and easy opt-out instructions with instruction on how subscribers can automatically unsubscribe. Also use an automated and well thought-out farewell message, which works as a confirmation and gives an opportunity to ask for feedback and thank the subscriber.
  • Don't forget your physical postal address and company details with a valid return address.
  • Optimize your email for mobile devices.
  • Carefully check your message before sending and test its functionality.