The document provides best practices for email marketing campaigns. It discusses strategies for developing clear goals and messaging, designing effective content and calls to action, segmenting lists and personalizing messages, ensuring regulatory compliance, and testing campaigns to optimize performance. Key recommendations include developing a lifecycle marketing strategy, writing compelling subject lines, including multiple links and calls to action in the body, personalizing content for different segments, using double opt-in and honoring unsubscribe requests, and benchmarking metrics against past campaigns and industry averages.

1. Email Marketing: Best Practices

6. Design & Content Subject Line Content Strategy Landing Pages

13. Segmenting & Targeting Personalization Offers and Messaging How to Segment

19. Regulatory Compliance & Delivery Opt-In Process CAN-SPAM Staying out of Junk Mail Whitelists

25. Testing How To Measure Success Definition of Key Metrics Benchmarks