Email marketing is one of the most profitable channels, because you reach people who have actively chosen to hear from your business. This email marketing checklist shows what really matters today.
Key points at a glance
- In the EU, newsletters may only be sent with verifiable consent; double opt-in is the norm.
- Without technical sender authentication (SPF, DKIM, DMARC), emails often end up in spam.
- Automated emails such as a welcome series or abandoned basket reminder often generate the most revenue.
- Measure clicks and revenue; open rates now have only limited value.
What are the legal requirements?
Promotional emails require the explicit consent of recipients, and you must be able to prove it. The standard is double opt-in: after signing up, the person receives a confirmation email and is only added to the list once they click the link.
- Store consent with its timestamp and source
- Include your legal notice and a simple unsubscribe link in every email
- Name your newsletter provider in your privacy policy and sign a data processing agreement
- Process unsubscribes immediately
How do your emails reach the inbox?
Major mailbox providers such as Gmail and Yahoo require high-volume senders to use technical authentication and one-click unsubscribe. You should put these basics in place regardless of the size of your list:
| Measure | What it does |
|---|---|
| SPF | Specifies which servers may send on behalf of your domain |
| DKIM | Signs your emails digitally so they cannot be altered unnoticed |
| DMARC | Tells mailboxes how to handle unauthenticated emails |
| One-click unsubscribe | Makes unsubscribing easier and reduces spam complaints |
| Clean list | Regularly remove inactive and invalid addresses |
What makes a good newsletter?
A good newsletter has a clear subject line, one main topic, genuine value for the reader and exactly one prominent call to action.
- A clear subject line: specific, honest and intriguing, without exaggeration.
- One goal per email: one main message and one clear call to action.
- Added value: tips, news or exclusive offers rather than pure advertising.
- Mobile-friendly design: most emails are read on a smartphone.
- Personalisation: select content based on interests or purchasing behaviour.
Which automated emails are worth it?
The most worthwhile automated emails are the welcome email, abandoned basket reminder, post-purchase emails and win-back emails for inactive customers.
- Welcome series: introduces your business while interest is at its peak
- Abandoned basket reminder: reminds customers, with their consent, of unfinished orders
- After the purchase: product tips, a request for a review, matching add-ons
- Win-back: targets customers who have not bought for a while
Which metrics matter?
Above all, click-through rate, conversion rate, unsubscribe rate and revenue per recipient matter, not just the open rate.
Keep an eye on click-through rate, conversions and revenue per email, as well as unsubscribe and complaint rates. The open rate now has only limited value, because some email clients preload content automatically.
How do you gain new subscribers?
You gain new subscribers with a clearly visible benefit, a short form and the double opt-in process. A form that just says “Subscribe to our newsletter” convinces hardly anyone.
- Sign-up at checkout, with a separate checkbox that is not pre-ticked
- A form at the end of guides and blog posts
- Useful content as an incentive, such as a checklist or a guide
- Information on content and sending frequency right next to the form
Only ask for the data you really need. To start with, the email address is enough. You can ask for the first name as an optional field to make your emails more personal.
Which Gmail and Yahoo rules have applied since 2024?
Since February 2024, Gmail and Yahoo have required bulk senders to use technical authentication, offer one-click unsubscribe and keep a low spam complaint rate. Senders who do not meet these rules end up in the spam folder or are rejected.
| Requirement | What it means |
|---|---|
| SPF and DKIM | Confirm that your server is allowed to send emails for your domain |
| DMARC | Specifies how recipients handle unauthenticated emails |
| One-click unsubscribe | Unsubscribe link in the email header according to the RFC 8058 standard |
| Spam complaint rate | According to Google, keep it consistently below 0.3 per cent |
Google sets the threshold at 5,000 emails per day to Gmail addresses. However, we recommend this setup to every business, as it improves deliverability with all providers. Details can be found in Google’s email sender guidelines.
How do you plan your newsletters across the year?
Plan your newsletters with an annual calendar that combines seasons, promotions, product launches and your most important topics. This way you avoid rushed last-minute emails.
First, enter fixed dates such as Easter, the summer break, Black Friday and Christmas. Then add 3 to 5 topic areas that you cover in rotation, for example guides, new products and behind-the-scenes insights into your company. Plan content 4 weeks in advance and have texts, images and links ready in good time.
How do you test your newsletters before sending?
Test every newsletter before sending for layout, links, personalisation and readability on a smartphone. Otherwise, a single mistake reaches your entire list.
- Send a test email to several mailboxes such as Gmail, Outlook and Apple Mail
- Click every link and button
- Check placeholders such as the first name with test data
- Turn off images and check whether the email still makes sense
- Check the subject line and preview text on a smartphone
Also use A/B tests for subject lines. Many newsletter tools send 2 variants to part of the list and automatically send the better one to the rest.
Frequently asked questions
May I email existing customers without consent?
Under strict conditions, advertising similar products of your own to existing customers is permitted, provided they are informed of their right to object when their address is collected and in every email. Have this checked legally in each individual case. Explicit consent via double opt-in is safer and usually better for results.
How often should I send a newsletter?
As often as you genuinely have something relevant to say. For many businesses, a rhythm of every two to four weeks is a good start. Monitor open, click and unsubscribe rates: if unsubscribes rise, the frequency is often too high or the content not relevant enough. Automated post-purchase emails do not count towards this.
Which newsletter tool is the right one?
What matters is server location and data protection, double opt-in, automations and integration with your shop system. Also look for good delivery rates, simple templates and fair pricing as your number of recipients grows. We are happy to advise you on the choice and set up the tool so that sign-ups and purchases are transferred automatically.
What should I do if my emails land in spam?
First check SPF, DKIM and DMARC, then the quality of your list and the complaint rate. Sudden large sending volumes and sensationalist subject lines increase the risk of spam. Remove inactive recipients regularly and increase sending volume slowly with a new domain. This is how you build trust with email providers.
What is double opt-in?
With double opt-in, a new subscriber receives an email with a confirmation link after signing up. Only after clicking it are they added to the list. This ensures that the address really belongs to the subscriber, and you can prove consent in the event of a dispute. To do so, store the time of sign-up, the confirmation and the wording of the consent.
How meaningful are open rates today?
Only to a limited extent. Since iOS 15 in September 2021, Apple’s Mail Privacy Protection feature often loads images automatically, so emails appear as opened. Open rates therefore look higher than they actually are. Judge your newsletters primarily by clicks, conversions, revenue per recipient and unsubscribe rate.
Which sender address should I use?
Use an address on your own domain, not a free email address, and ideally not a noreply address. Replies from recipients are a positive signal for deliverability and give you valuable feedback. A personal sender name, such as the name of your company or a contact person, also increases trust and the likelihood that the email will be opened.
How should I deal with inactive subscribers?
Subscribers who neither open nor click for many months harm your deliverability. Send them a short re-engagement email asking whether they still want to hear from you. Anyone who does not respond is removed from your regular mailings. A smaller, active list usually delivers better results than a large list with many inactive addresses.
Build your email marketing
We set up newsletters, automations and tracking for your shop or business.
