A (very) lengthy post by Ina Herlihy on email marketing best practices:
- Optimize for mobile.
- Pick a welcome email format: 1-2-3 style or recommendations
- Test, Test, Test: sender’s name, subject line, content, calls to action, email length
- Include photos or a product video.
- Send emails in real time.
- Segment emails.
- Develop a follow-up email strategy.
- Automate emails as much as possible.
Bonus: Compare your metrics against industry benchmarks to help identify potential areas of improvement.