Rules and tips for Email Marketing

Valid for IONOS Email Marketing

An email campaign can be created and sent quickly and easily with IONOS Email Marketing. But what actually makes good a good email marketing campaign? What rules need to be observed? This article gives you some tips to help you make your email campaign a success.

Note

Additional information can be found in the IONOS "Digital Guides on Email Marketing".

Imprint

For legal reasons, every email newsletter must contain an imprint. The imprint (provider identification) is a statement that provides information about the sender. Below you will find some information that may be part of an imprint depending on your personal situation:

Full name with address
For legal entities, the legal form and authorised representatives
Commercial, association, partnership or co-operative register number and the register court
Email address
Phone number
Tax identification information (e.g. VAT)

Please note

IONOS offers no legal advice and assumes no liability for the completeness and accuracy of the content of this article. If you have specific questions, please contact your legal advisor.

Unsubscribe link

Every newsletter must contain a link to unsubscribe from the newsletter. In the IONOS Email Marketing tool, this is automatically inserted into your newsletter, and cannot be removed from the emails in your campaign.

Verified contacts

Only send your newsletters to verified contacts. The best way to ensure this is to only send to recipients who have received and confirmed an email with the double opt-in procedure. This email can be configured and sent very easily using the IONOS Email Marketing tool. More information can be found in the Help Centre article "Importing contact addresses in Email Marketing".

Bounces and cancellations

Avoid bounces (emails that cannot be delivered) and unsubscribes initiated by the recipient. The higher the rate of bounces and unsubscribes, the worse your sender reputation will be. This can mean that future newsletters are directly labelled as spam.

You can find more information about sender reputation in the Help Centre article "What are the rules for email campaigns?".

SPF, DKIM, DMARC

SPF, DKIM and DMARC are authentication protocols for sending emails that can be used to prevent phishing and spoofing attacks. Make sure that all three protocols are active on the domain you are using. You can find out how to connect a domain in the Help Centre article "Changing the sender address for an email campaign".

You can find more information about SPF and how to activate it in the articles SPF Records and Using IONOS SPF to improve email delivery
Further information on DKIM and how to activate it can be found in the article Email authentication with DKIM
Further information on DMARC and how to activate it can be found in the articles DMARC Record and Configuring a DMARC record for a domain

The correct sender address

The sender address for your emails and newsletters is one of the first things your customer notices, along with the subject line. Choosing the right sender address is a major factor in whether your email is opened at all. You should therefore use your own domain. Another advantage: this automatically gives you a better sender reputation, as no one else will use this domain to send spam, for example.

You can find more information on the topic of sender reputation in the Help Centre article " What are the rules for email campaigns?".

You can find out how to change the sender address in IONOS Email Marketing in the Help Centre article "Changing the sender address for an email campaign".

Time-optimised sending

The right time to send your campaign has a major impact on the opening and click rates. Use your target group as a guide here too.

Tip: Send your email campaign to two or more recipient groups at different times to compare the opening and click rates.

Optimise content

Find out what you can do to perfect your content and why it is so important in the IONOS Digital Guide "How to create a newsletter with well-structured content"