A comprehensive field guide to email marketing. Topics include:
- How HTML email works
- Designing and coding
- Anatomy of a good HTML email newsletter
- Avoiding spam filters
- Testing and troubleshooting
- Email marketing best practices
- Measuring performance
You don’t have to be a professional web designer to use this guide, but a little HTML knowledge will help. First, we’ll cover all the basics, like how HTML email works (and why it always seems to break when you try to send it yourself). Then we’ll get into the technical stuff, like how to design and code your HTML email. Finally, we’ll run through email-marketing best practices for list management, deliverability and measuring performance.
Sending a mass email comes with a handful of delivery considerations. For instance, if you send from your own server, your ISP may throttle your outgoing emails or shut down your account if you send too much too fast. They may also shut you down if you exceed your monthly bandwidth limit.