Email Best Practices

Learn more about Emails Best Practices and How you can ensure Deliverability

Follow a Warm Up Plan

Email Throttling & Warm-Up.

Validate Emails

Users should be asked for consent or acknowledge that they want emails from you. Once you obtain their email address, it’s recommended to validate that email is correct and used before sending it messages. This ensures that email addresses are real, spelled correctly, and won’t result in a bounce. It helps improve your deliverability.

Include Unsubscribe URLs

Unsubscribe links shouldn't be "hard to find". You should use accessible, or high contrast, colors and a large enough font that is easy to read (we recommend at least 12px). If a person can't easily see unsubscribe links, ISPs may mark your emails as spam which will affect future deliverability across all your emails.

Avoid shortened URLs

Shortened URLs in an email can often be flagged up as spam. So avoid shortening your URLs.

Add a Physical Address in your Footer

Within the footer of your email, add a physical address. This ensures you are compliant with the CAN-SPAM Act of 2003

Email Client Maximum Size

Email clients tend to limit the size of an inbound email. If your email goes over a certain size, it is highly likely it will rejected and your deliverability rates will be lower than expected.

Email ClientSending and inbound size limits
AOL25 MB
Apple Mail (iCloud)20 MB
Gmail25 MB
GMX50 MB
Outlook/Office 36520 MB (10 MB for Exchange accounts), with up to 150 MB in Office 365
ProtonMail25 MB
ThunderbirdNo
Yahoo25 MB
Zoho Mail20 MB

Source: Mailtrap - Recommended Email Size

Email Providers Maximum Size

Email providers additional limit the size of emails that can be sent as an outbound email. If your email goes over a certain size, it will not be sent by the provider being used.

Email Sending ProviderSending size limit
Mailgun25 MB
Mailchimp (previously known as Mandrill)25 MB
Sendgrid30 MB

Source: Mailtrap - Email Providers Recommended Email Size

Limit Image Sizes

We recommend each image is kept to a 10 MB as a maximum size. This prevents your email from being blocked from the user's email client.

Images you want to be the same aspect ratio, size, and dimensions should be modified before used within the email editor. For example, if you have products showing in a row, and product 1 is 50x50 pixels but product 2 is 100x30 pixels, this will not render the same hight and width. You must modify the images to be the same dimensions before use within the editor.

Use a Preheader (Email Preview Text)

Preheader text or "email summary" is the text that shows up next to or below the subject line in an inbox or email client. Using a preheader increases open rates and audience engagement as it allows your user to be enticed to open the email.

When creating an email or template, you can include the Preheader Text using the provided field. Preheaders can include text, Data Tags, or emojis.

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Add preheader text to a message with the preheader text field.

Preheaders have character limits that vary based on the email client.

Email ClientLimitClient Type
iOS Outlook74Mobile Email Client
Android Native43Mobile Email Client
Android Gmail24Mobile Email Client
iOS Native82Mobile Email Client
iOS Gmail30Mobile Email Client
Apple Mail33Desktop Email Client
Outlook ‘1338Desktop Email Client
Outlook for Mac ‘1553Desktop Email Client
Outlook ‘1650Desktop Email Client
AOL Mail81Webmail Client
Gmail119Webmail Client
Outlook.com49Webmail Client
Office 36540Webmail Client
Mail.ru64Webmail Client

Source: Email on Acid

Avoid Image Only Emails and Add Alt-text to images

Over 3.2 million Americans have a visual impairment or blindness in the US, in 2015. This means emails should not only contain images, as screen readers cannot discern the content of an image, and instead rely on alt-text.

Add alt-text to any image used to ensure accessibility.

Use Contrasting Colors

Choose background colors and foreground colors with contrast to ensure your text is legible for those with visual impairments.

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Image showing examples of color contrast, as shown in Email On Acid Article