E-mail: Best Practices for E-mail Marketing Communications

These five best practices, offered recently by The Direct Marketing Association (DMA), are intended to improve the likelihood of permission-based e-mail being delivered successfully to a recipient’s inbox -- and being read by the intended recipient.

1. Encourage customers and prospects to add your legitimate sending e-mail address to their personal”approved list/address book” and provide up-front instructions on how to do so in registration pages. Being an approved sender yields higher response rates and generates fewer complaints and blocked messages.