Email marketing should deliver information or an offer that the recipient expects and can use. A larger mailing list is not valuable when it is built without a clear relationship to the audience.
Define the audience, reason for sending and next action. Maintain consent and contact records in accordance with applicable requirements. Use clear sender information and an accessible way to stop receiving messages.
Evaluate clicks and useful outcomes alongside delivery and unsubscribe patterns. Do not infer sales performance from opens alone. Adjust frequency and content when recipients show that the messages are no longer relevant.
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