The funny thing with email over all other web marketing channels is you only get to get it right once. Once you click “send”, that email campaign is out the door to tens or hundreds of thousands of potential customers. Ensuring strong procedural protocal and best practice hygiene is maintained within your organization is essential to maintaining 100% accuracy with your campaigns. Ok…at least +98% accuracy

Many people have written a lot about email best practices. I commend Jeanniey Mullen of Click Z for leading the way. She’s written a number of important issues pertaining to email marketing.

Best practices in email marketing comes in a variety of packages. They range from a best practice approach to list hygiene and subscriber management, to email template design and development, to copy writing for marketing promotions versus newsletters.  Even best practices on usability for email campaigns is out there. I recal a few A/B multi variant email conversion campaigns we tested for a national TV direct response commercial and the outcome was surprising to some. Good thing we tested as our client assumptions, even ours, were off until we tested and saw the resuls.

So what’s new today in email best practices? Well aside from digging into the details of email accreditation and authentication considerations, lets touch on a few some of you email marketers may not have thought of. (more…)