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Skill 02 · Email Best Practices
Subchapter 2.7
references/marketing-emails.mdMarkdown3 KBView on GitHub
Promotional emails that require explicit consent and provide value to recipients.
What counts:
What doesn’t count:
Disclose: email types, frequency, sender identity, how to unsubscribe.
✅ “Subscribe to our weekly newsletter with product updates and tips” ❌ “Sign up for emails”
Benefits: Verifies deliverability, confirms intent, reduces complaints, required in some regions (Germany).
Must be:
Preference center options: Frequency (daily/weekly/monthly), content types, complete unsubscribe.
✅ “Your weekly digest: 5 productivity tips” ❌ “You won’t believe what happened!”
Above fold: Value proposition, primary CTA, engaging visual
Body: Scannable (short paragraphs, bullets), clear hierarchy, multiple CTAs
Footer: Unsubscribe link, company info, physical address (CAN-SPAM), social links
Segment by: Behavior (purchases, activity), demographics, preferences, engagement level, signup source.
Benefits: Higher open/click rates, lower unsubscribes, better experience.
Options: Name in subject/greeting, location-specific content, behavior-based recommendations, purchase history.
Don’t over-personalize - can feel intrusive. Use data you have permission to use.
Frequency: Start conservative, increase based on engagement, let users set preferences, monitor unsubscribe rates.
Timing: Weekday mornings (9-11 AM local), Tuesday-Thursday often best. Test your specific audience.
Remove immediately: Hard bounces, unsubscribes, complaints
Remove after inactivity: Send re-engagement campaign first, then remove non-responders
Monitor: Bounce rate <2%, complaint rate <0.05%