• Use authorized sending domains only
  • Identifiable sender
  • Reply-to should be the same as sender
  • Avoid catchy subjects containing “banned words” ; subject should describe/tease the email content
  • Add read online version
  • Keep good ratio images/text
  • Optimize template/css for various email clients
  • Avoid images with links
  • Personnalize contents
  • Use call-to-actions
  • Sender physical address should be added in the footer

Have an unsubscribe link (and a link to the Preference center if possible to limit optouts)