Email Best Practices

Question 1

What are 3 things that make for a good subject line?

Answer 1

Short, show style, A/B testing

Question 2

What 2 things make an email more relevant?

Answer 2

Personalization, dynamic content

Question 3

What should every email do unless it’s purely informational?

Answer 3

Include a CTA

Question 4

6 CAN-SPAM requirements

Answer 4

Identify the sender, subject line reflects email content, identify as an ad, include physical mailing address, provide way to opt out, honor opt out requests promptly (within 10 days)

Question 5

Ways to improve email deliverability

Answer 5

Ensure all subscribers have given permission, deal with bounce rates greater than 20%, include name of organization in subject line, use a recognizable from name and address, purge old and inactive addresses, manage frequency and relevancy of content, authenticate your email

Question 6

Ways to acquire subscribers

Answer 6

Website sign-up, Facebook, mobile opt-in, stores, customer service, events

Question 7

Best practices for opt-ins

Answer 7

Don’t force people to subscribe, make sign-up form prominent, keep opt-in form short

Question 8

Best practices for opt-in incentives

Answer 8

Avoid overly rich incentives, deliver incentives to email address provided

Question 9

Best practices for onboarding

Answer 9

Use sign up form confirmation as pre-welcome message, send a welcome email or series of emails