Email Marketing Guidelines: How to Ensure Your Emails Land in Inboxes

How many emails do you get in a day? When we think about how many messages are landing in people's inboxes every day, it highlights the importance of marketers abiding by proper best practices. Bobit works hard to abide by strict email marketing best practices to ensure our emails not only hit our targets' inboxes, but quickly communicate the intended message in the short amount of time we may have to capture a reader's attention.

Below, we'll go over a few key guidelines we recommend you adhere to when doing email marketing to give readers the best experience and avoid landing in SPAM boxes or being deleted. These guidelines are required for all emails that Bobit sends on clients' behalf.

Design Tips

• Use responsive design so that your email will automatically adapt to all screen sizes and mobile devices

• Buttons should be large and clickable

• Be aware that some email recipients may block images by default

• Make your text easy to read, at least 14 points

• Choose cross-platform fonts such as Arial, Helvetica or Sans Serif

• Define alt tags and include links on all images

• We do not accept emails designed as one large image

Development Do's and Dont's

DO use inline CSS styles instead of classes, except for media queries

DO place all content between the <body> and </body> tags

DO use absolute URLs if images are hosted on your server

DON'T use background images

DON'T include any embedded video, Flash or Java Script

DON'T use coding shortcuts such as compound style declarations, shorthand code or CSS layout properties for positioning

Increase Your Opens & Clicks

• To avoid being marked as SPAM, avoid using all caps, special characters or misleading elements in your subject line (Note: Most emojis can be used, though they may not always render)

• Your email should have a single focus like increasing brand awareness or driving registrations

• Include a clear call-to-action near the top

• Use personalization when possible, like adding first name to subject line or opening text of the email

• Point links to specific landing pages, not just your homepage

• Rely on concise, compelling text with prominent links rather than extensive text and graphics

• Include preheader text (50 characters max)

Have questions? Contact our email producers:

Join OUr Newsletter

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

More Blogs

The Five 'Knows' for Content Development

Content development is a mix of precise science and an ever-evolving art. What worked today may work tomorrow, and then again it may not. But if you're in the know with these 5 tips, you're a step ahead.

Read More >

How to Get the Most Out of Your YouTube Videos

The use of video in your content marketing should not be new at this point, but your strategy and best practices are likely ever-changing.

Read More >

Content Marketing: What's Your [Best] Story?

Every company has a story — and you probably know yours backwards and forwards. It’s a big part of what makes you a valuable provider in your market. But that doesn’t mean you need to tell your whole story to everyone you meet

Read More >

Understanding Your Reports: Display Ads

The latest post in our series "Understanding Your Reports" is on Display Ads. Here's we look at what you should be looking for your report and how to improve performance.

Read More >

Educational Programs: Whitepapers Versus Webinars

Educational programs are great to promote your brand as a thought-leader while generating qualified leads. But choosing which program can be a tough decision: whitepaper or webinar? Better yet, why choose?

Read More >

Email Segmentation: When Quality Over Quantity Matters

Marketers used to consider themselves success if they got their message in front of as many eyes as possible. While the game has changed, many marketers have been slow to adapt. We're talking about segmentation.

Read More >

Launching Our New Series 'Understanding Your Reports'

Our clients’ knowledge in digital advertising ranges, and we want to be sure that no matter where your knowledge set lies, we’re providing you information you can understand and take action with.

Read More >