Email marketing best practices
Send to people who asked, from a domain you have authenticated, in messages that are clear and easy to leave, and keep your list clean. Everything else builds on those.
ValidReach Team · Updated 2026-10-26
List
Collect with consent, record it, verify at capture and suppress unsubscribes and bounces everywhere.
Sender
Authenticate your domain with SPF, DKIM and DMARC, send from a consistent name and address and keep replies monitored.
Content
One message, one action, an honest subject line, a plain-text part and a visible unsubscribe link.
Cadence
Tell people how often to expect mail and keep to it. Reduce frequency before people unsubscribe or complain.
Measure
Watch bounces, complaints, clicks and conversions. Treat opens as a rough guide only.
Good to know
Rules differ by country. Check the ones that apply to you; this guide is not legal advice.