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What are best practices?

Best practices refers to commercial or professional procedures that are accepted or prescribed as being correct or most effective.

Use in email marketing
How you follow best practices affects the subscriber experience and how they interact with your email. This, in turn, informs the mailbox providers' filtering decisions. Mailbox providers examine your use of best practices, along with other things such as infrastructure and reputation, as a way to determine if your email should be delivered.

The list of email best practices is vast and varied, but some of the most common focus on the subscriber experience, which includes:

  • Permission
  • Disclosure
  • Sending frequency
  • List management (which includes bounce processing, address acquisition, and list hygiene)
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