Manage List proactively (Opt-in, ask for the subscriber's permission to email)

Filter Addresses from Lists for each campaign (Target marketing / Segmentation)

Decide Frequency & Timing

Remember 3Rs: Right message (content), Right timing, Right subscribers

Select Email format (HTML, Text, Multipart)

Select / design HTML Email layout (if applicable)

Select suitable Subject line (words, length)

Finalize content (simple to read, reduce images)

Personalize the message

Include links with brief summaries (with detailed content on web site)

Provide Personalized Landing pages, if required

Follow CAN-SPAM guidelines (list, content)

Include Physical Contact information (No PO box)

Include Unsubscribe link

In the Unsubscribe page, provide option to retain the Subscription (if the users prefers so)

Provide Forward to Friend / Co-worker link

Provide a link for the web version of the email

Enable Tracking mechanism

Request users to your (from) email address to their address book / list

Decide test email ids (MSN Hotmail, Yahoo, Google Gmail, AOL, EarthLink, ATT, etc.)

Test, Test, Test (do not assume)

Select a Timing and Schedule (provide time for review by ESP)

Manage bounced emails properly, Deactivate the hard-bounced email records from the list

Execute Unsubscribe Requests promptly, Thanks the user for being on the list, Invite him in future, if he prefers.

Monitor the campaign opens, clicks, un-subscribes and information requests

Follow-up with suitable reminders (do not flood with emails)