Best practices and considerations when designing your mass mailings

Next, we will list some tips and considerations to take into account to get the most out of our email-marketing tool in order to avoid common failures.

  • Email and Name of the sender of the lists: Decide what the email account will be and the name that you will use to appear as the sender, trying to maintain a relationship with the list, and maintain it throughout all your mailings. Some of your subscribers will become familiar with your emails, and add you to their list of allowed contacts, so changing the email address can jeopardize this blessing. In turn, we advise keeping the name of the sender short, with a maximum of 2 or 3 words.
  • Contents: While you can post whatever you want in your post, be careful not to drastically alter your aesthetic for each new post. This can generate confusion in addition to contracting a lack of identity. Similarly, avoid using offensive words that could result in a auto lock by your subscribers.
  • Getting mail: One of the most important aspects when sending emails is to obtain the permission of the subscriber. This is actually not only considered a good practice, but also a legal obligation to take into account: sending spam is punishable in many countries, and the downsides of not adhering to this policy range from damage to the image itself to the impossibility of sending future emails from your domain. There are 2 methods for obtaining “white” emails:
    • opt-in: The subscriber is automatically included in the list after completing a subscription form on a website, or performing a specific action.
    • Double Opt-in: The subscriber receives an email after requesting inclusion in a certain list, in which he must click on a certain link to confirm his desire to be included in a mailing.
  • Periodicity of shipments: Although there is no established frequency that works best for everyone, at no time do we recommend sending more than 1 email per week to your list of subscribers. Now, if you want to send an email every 15 days, monthly, or with any other time variation, it will depend on your strategy. We recommend trying different methods to ensure that the number of unsubscribes is kept to a minimum, and that your customers continue to find your submissions interesting or important.
  • Adding your email to a White list: Try to remind your subscribers, in the welcome email or in any other sending you make, to incorporate the email from where you make the sending to their contact list. In this way you will ensure that your messages are not filtered by possible blocks and that (if you use them), the images are loaded automatically.

When designing your shipments, keep in mind the following characteristics:


  • Try to avoid almost all of your submission being an image. Illustrations and photos, while they make design easier (since you won't have to deal with HTML/CSS) will make readers who block images by default destroy the meaning (and effectiveness) of your email. Subscribers who cannot see the graphic content could remove it or, worse, report it as unwanted mail.
  • Ask yourself: What is the message you are trying to send?
  • Why should that message matter to your subscribers?
  • Is the action you want them to take clear?


  • Avoid using more than 50 characters. Consider that, in addition to your email, subscribers receive numerous messages in addition to yours. When reading the subjects, in fractions of a second they make the decision to open a message or ignore it, and if your sender, or the subject message, is not clear in the first words (or is not familiar to them), your email will probably never be read.
  • Avoid using words, symbols, or punctuation marks that could be triggers for spam filters.
  • The subject line describes what the email contains, and the benefit it will give readers when they open it. Take this into account when writing it.


  • Include a short paragraph or sentence informing the reader about the content of the email.
  • Consider requesting the inclusion of the email from where you send your emails to the subscriber's contact list. If he trusts your emails, he may add you to his white list.
  • Add links to the online versions, telling your recipients to click on a certain link if they can't view the email correctly. This is a very common practice given its usefulness against non-visible images.


  • Check spelling and grammar errors.
  • Where possible, try to render as much text as possible in HTML/CSS rather than images.
  • Make sure to distinguish the objective over any information (example: purchase of a certain offer, subscription link or telephone number for a certain event, etc.).

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