Email Marketing Guide
Email components, metrics, best practices, and spam triggers.
Email Components
Subject Line
Clear, compelling, personalized
Tips: A/B test, avoid spam triggers
Preheader
Preview text after subject
Tips: Complement subject line
Header
Logo, branding, navigation
Tips: Consistent with brand
Body Content
Main message, value proposition
Tips: Clear hierarchy, scannable
CTA Button
Call to action, clear next step
Tips: One primary action per email
Footer
Contact, social, unsubscribe
Tips: Legal compliance required
Key Metrics
Open Rate
Percentage who opened
Target: 20-30%
Click Rate
Clicked links in email
Target: 2-5%
Conversion Rate
Completed desired action
Target: Varies by goal
Bounce Rate
Failed to deliver
Target: < 2%
Unsubscribe Rate
Opted out after send
Target: < 0.5%
List Growth Rate
New subscribers vs lost
Target: Positive trend
Best Practices
Mobile-first design
60%+ read on mobile
Personalization
Use name, behavior, preferences
Segmentation
Send relevant content to segments
Clear value proposition
Why should they read?
Single CTA
One primary action per email
Test everything
A/B test subject, content, timing
Spam Trigger Avoidance
ALL CAPS in subject
Excessive punctuation (!!!!)
Spam words: FREE, BUY NOW, CLICK HERE
Misleading subject lines
No unsubscribe link
Large attachments
Email Marketing Checklist
1. Clean email list (remove inactive). 2. Segment audience. 3. Write compelling subject. 4. Design for mobile. 5. Include clear CTA. 6. Add unsubscribe link. 7. Test before sending. 8. A/B test key elements. 9. Track metrics. 10. Optimize based on results. Email = owned channel, highest ROI when done well.