IMPORTANT NOTE: Make sure your DKIM and SPF are validated to be able to send emails.

Our recommendations for general best practices for sending email communications are listed below:

DO

  • Setup key touch points including:
    • Confirmation Emails: sent upon form submission
    • Waitlist to Confirmation Emails: sent upon data record update
    • Reminder Emails or SMS: send 1 – 3 days before the event
    • Thank You Emails: send a day or two after the event
  • 10AM has the highest rate for engagements so schedule emails for this time. For more details on when to send emails, visit this Hubspot page for more info
  • Content Balance: The email body should have a balance of 80% text to 20% images/media
  • Use formatting to convey the most important messages by:
    • Keeping the main message clear and the call to action (RSVP) above the fold
    • Ideally having one main CTA per email
    • Highlighting (Either in bold, italics, a different font colour) important details such as a title, venue, times...etc.
    • Connecting through social links and make sure the value of connecting is upfront
  • Leverage micro-segmentation and focus on sending hyper-targeted communications where applicable
  • SMS vs Email: Pick one method (email or SMS) for the key touch points - don’t overwhelm recipients

DON’T

  • Send emails with just images or a full-body image because:
    • This has negative impact on potential reach and can often be dismissed as “noise” by the user or rejected by their email provider.
    • Not a lot of room for manipulation and customization
  • Send emails with keywords that will be flagged as spam. We’ve provided top keywords NOT to use but you can find an extensive list here.
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COVID 19 Related

As you may know, developments tend to rapidly change. It’s best to have a general template (both email or text) that’s easily editable with Covid-19 related updates. Below is a list of types of important information to communicate

  • Event and/or service updates, delays, cancellations, and key dates
    • How to access services remotely and/or steps for in-person situations
    • Reschedule information
    • Refunds, if applicable
    • Membership updates
  • Instructions and information on contactless check-ins
  • Information on preventative measures when it comes to potentially high foot-traffic events where individuals may come into close contact with each other

Users will be most interested in steps your company is doing to ensure their safety so lay it out in as much detail, though succinct, as possible.  Make sure your DKIM and SPF are validated to be able to send emails.