Email marketing do's and don'ts are rules of thumb, and each protects a rate: keep the list clean protects the bounce rate, honour the unsubscribe protects the complaint rate, send to the engaged protects the open rate, value the lead protects the budget. The list health sheet, the email KPI sheet and the lead value sheet on this site work the rates, and the FTC's CAN-SPAM guide and the mailbox providers' guidelines carry the rules this page does not restate.
Do's and don'ts, each with the rate it protects
Rules of thumb that each protect a rate; the free list health, KPI and lead value sheets work the rates, and the FTC and the mailbox providers publish the rules. This page supports the guide on what an email marketing solution must carry for a small business, and the figure it turns on is the one the list health sheet returns first. Bring your own counts: the rates on this site are never a benchmark, and the worked example's figures are arithmetic to replace with the business's own.
What the list health sheet works
Bounces, complaints and unsubscribes over sent are the three rates a mailbox provider judges a sender on; inactive over the list is the inactive share; the list less the inactive is the engaged list. On the worked example, 300 bounces, 6 complaints and 40 unsubscribes over 20,000 sent are 1.5%, 0.03% and 0.2%, and 1,500 inactive of 5,000 leaves 3,500 engaged, 70%. For email marketing do's and don'ts, that is the figure to start from, and it takes a minute from the business's own numbers with no account.
Keeping the record
None of this needs an account, and none of it publishes a benchmark: the sheets compute on the page from the figures entered. The paid plan adds the record, contacts with their consent, lists and segments, campaigns with their results and journey steps with their timing, so that email marketing do's and don'ts is worked from what actually happened rather than from what was remembered, at one flat price with the business's own name on the paperwork.
Questions people ask about email marketing do's and don'ts
What is email marketing do's and don'ts?
Rules of thumb that each protect a rate; the free list health, KPI and lead value sheets work the rates, and the FTC and the mailbox providers publish the rules.
Which free sheet works the figure behind email marketing do's and don'ts?
The list health sheet: 300 bounces, 6 complaints and 40 unsubscribes over 20,000 sent are 1.5%, 0.03% and 0.2%, and 1,500 inactive of 5,000 leaves 3,500 engaged, 70%. Every input is yours and it computes on the page with no account.
What does the paid plan add?
The record: contacts with their consent, lists and segments, campaigns with their results and journey steps with their timing, kept against each other, branded with the business's own name and exportable at any time, for $24 a month flat.