Frequently Asked Questions: Email Servicesimage percent



  • Email is the fastest growing direct marketing channel available today
  • It is the most affordable form of direct marketing
  • It is an exponentially better way to track sales and user engagement
  • It offers the ability to connect with prospects and customers through digital newsletters, customer loyalty programs, sales and special offers


We offer a page with email marketing terminology HERE.

A hard bounce is logged when there is an attempt to deliver an email message but the delivery is rejected due to a permanent error, such as an invalid email address. The most common cause of email bounces is a typo in the email address.

A soft bounce is logged when an email is sent, processed by the subscriber’s server and then the message is returned. Soft bounces may occur if the server is not available or if the mailbox is over its size limit.


First and foremost, email campaigns should always use a subject line that’s straight forward, not misleading. The subject line should be 100% relevant to your email’s content. Avoid using spam words in your subject line like: FREE, fast cash, Act now! Avoid using all caps, exclamation marks, and dollar signs, as these symbols and words often trigger spam filters.

Avoid using too many images in your email.® recommends the 80/20 rule. This means, use 80% text & 20% image. Remember to use ‘alt tags’ for your email images. An alt tag gives the viewer a full description of the image, even if the image is not viewable. This is helpful for email recipients who have an email provider they does not automatically load images.

Non-responsive emails are truly a one-size-fits-all email. They are built from templates using the margins typically seen on a desktop computer. A responsive email automatically adjusts to fit the margins on your phone, tablet, or desktop computer.

Best Practices


  • Make sure that you use spam free opt-in emails
  • Be consistent with sending frequency
  • Include both HTML and text versions of emails
  • Include an unsubscribe option
  • Remove recipients who unsubscribe from your list right away


  • Maintain a consistent ‘From’ name and address
  • Avoid spam words like FREE, fast cash and Act now!
  • Avoid using all caps and exclamation marks as they trigger spam filters
  • Send emails to seed accounts to test deliverability
  • Remove inactive subscribers from your list.
  • Prompt users to add you to their address book


  • Use a subject line that is not misleading; it should have relevance to the content
  • Use pre-header text to support your subject line
  • Make your call-to-action stand out
  • Make sure your email is responsive, many emails are read via mobile device or tablet
  • Make it easy for prospects: offer click-to-call and auto-apply discount codes
  • Avoid using too many images – we recommend 80% text and 20% image
  • Use small paragraphs, bullets and bolding
  • Use ‘alt tags’ for images for email clients who do not automatically load images
  • Ensure your email is CAN-SPAM compliant – include physical address, unsubscribe link and clear ‘From’ address.

Consistency is key! The more campaigns you send, the more recognition and trust you build with your audience. Initial campaigns to new prospects is a branding process to familiarize prospects with your company and the services/products you provide.

  1. Drive prospects to your website
  2. Create brand awareness
  3. Promote product/service
  4. Generate leads for follow up
  5. Promote upcoming events

Multiple email campaigns improve your conversion rates. You need to reach out multiple times through different marketing channels. Clients who follow up with their first email campaign with a follow up email campaign have the most success from their email marketing.

New studies show that up to 67% of emails are opened on mobile devices and tablets rather than desktops, which means that your emails need to be customized for these devices, too. In a side-by-side comparison, the responsive layout seems smooth, easy to use, and offers a better overall experience. The likelihood of a cracked link or problematic design issues decreases with a well-crafted, responsive design.

When performing an email marketing campaign, make sure your email is CAN-SPAM compliant. Read more about CAN-SPAM compliance rules HERE. Generally, CAN-SPAM compliance includes:


  • Include an actual street address within your email.
  • Offer an unsubscribe link in your email campaign.
  • Make sure you have a ‘From’ email address that accurately reflects your business, and not a reply email that seems spammy like:


Most importantly, remember to remove any recipients who request to be unsubscribed – right away!