One email can make or break you when it comes to your customers and subscribers. That’s why it’s so critical for your email designs and code to not only match your brand (the look of your website, etc.), but also be built on proper foundations for the inbox experience in terms of rendering and use.

As part of our continuing series on The Foundations of Email Marketing, we’ve put together this eBook on the Foundations of Effective Email Creative. In this eBook, you’ll learn:

  1. How Subscribers Encounter Your Email
  2. 9 Tips to Overcome Common Email Rendering Challenges
  3. Email Testing Ideas You Can Implement Now

Grab a copy of the eBook now so your email creative and strategy can continue to enhance your customer experience and drive more conversions.

Download Ebook Now

One of the prime purposes of any good digital marketing campaign is to get subscribers and customers to join your email marketing list. The key here is to BUILD an email marketing list organically—we never recommend buying an email list. Your list should only have contacts who have granted you permission to email them and therefore expect to hear from you.

So, what can you do to build your email marketing list organically?

  • Produce content that your target audience wants to read and engage with.
  • Make sure your email signup box is easy to find and consistently designed.
  • Ask for the email address from your customers every chance you get, whether it’s customer service calls, tradeshows, conferences, or contests and campaigns run on social networking sites.
  • Leverage partner websites and have a co-marketing offer with them. You can find new target audiences by doing so.
  • Incentivize your best subscribers and customers to help you spread the word about your company to their near and dear ones. Word of mouth is the best marketing channel to build up your email list.
  • Optimize your landing pages to drive conversions.

Your email list is priority #1 when it comes to driving higher revenue from your email marketing strategy.

Learn more about how you can build your mailing list, optimize your landing pages, and dive into your list sources in the first eBook in our “Foundations of Email Marketing” series:

Foundations of Email Marketing - Download Ebook

As professional email marketers, it’s easy to get caught up in the trends and the more complicated, longer-tail email marketing programs and discussions. Yet often, in our conversations with businesses large and small, we find that what we consider to be “The Basics” of email marketing are often forgotten or, frankly, poorly executed.

So, in an effort to help email marketing amateurs and professionals alike, over the next few months we’ll be putting together a series of Ebooks on “The Foundations of Email Marketing”.

In this comprehensive “Email 101-type” series, we’ll be giving you the information you need on the four pillars of email marketing:

  1. Your Mailing List
  2. Your Email Template + Creative
  3. Segmentation + Targeting
  4. Deliverability

For each pillar, you’ll get both a higher-level download on tips and tricks for maximizing this portion of your email marketing as well as deeper dives into the intricacies of the topic.

A strong foundation of understanding is critical to email marketing program success. Our first eBook on Your Email Marketing Mailing List is ready now. Click on the link below to download the first Ebook and sign up to receive updates as each additional eBook is completed.

Foundations of Email Marketing - Download Ebook

Every email you send affects your deliverability either in a positive or negative way.

There are two general types of emails: Marketing Emails and Transactional Emails:

1. Marketing emails include “mass” message with the purpose of promoting a product or service. (This is also an important distinction in terms of anti-spam laws.)

2. Transactional emails include purchase confirmation emails, sign-up registration emails with activation links, invoices, password reset emails, shipping confirmation emails, and other notifications.

Your transactional emails should be considered “urgent” and priority #1 in terms of getting into the inbox. The quantity of these messages is generally low (at least on a day-by-day basis), and yet need to be delivered as soon as possible after the transaction is complete.

It doesn’t seem like a big deal, but your marketing emails can seriously affect the possibility of your transactional emails being delivered. Why?

  • Your marketing emails will generally be sent out to a large(r) number of subscribers.
  • Your email server may require a significant amount of time to process and deploy all messages.
  • Marketing messages receive a much higher percentage of spam complaints, blocks, and unsubscribes.

Why would this matter to your transactional messages?

  • Your transactional emails may get delayed by getting stuck behind large marketing message sends.
  • Your transactional emails may get flagged as spam because your marketing messages have received large numbers of complaints.
  • Your marketing message mailing list may be filled with bad email addresses and un-engaged subscribers.

Why do we bring all of this up? Because if you can maintain the infrastructure, you should keep your marketing and transactional emails separate.

How can you separate your marketing emails from key transactional emails?

  1. Use separate IP addresses for your marketing and transactional emails.
  2. Use different domain or subdomain names in the “From” and “Reply-to” email addresses.
  3. Send your emails from different servers to prevent blacklisting and throughput issues.


Separating commercial and transactional email streams is crucial to ensuring timely delivery of all your important email messages. Achieve this through separate sender and delivery profiles created to manage commercial and mission-critical emails.

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