Email List Management

Use good list-management practices to avoid being blacklisted by ISPs and anti-spam groups.

Here are a few tips for managing your email lists.

  • Don’t send marketing emails unless the recipients gave you permission.
  • Some emails will bounce. There are two bounce types: a soft bounce means the recipient was temporarily unavailable, and a hard bounce means the email was undeliverable. Remove hard bounces immediately, because if you keep sending emails to a server after it has told you the email doesn’t exist, they may block your future messages.
  • If an email soft bounces three campaigns in a row, it’s best practice to clean it from your list. If you send daily emails, you may want to wait longer to see if the bounce reason is resolved.
  • Unsubscribe requests should be handled immediately.

Email Design Tips

A critical step in creating HTML is making sure what you’ve designed and coded shows up in your subscribers’ inboxes correctly.

Even if your HTML email displays like you want in your own email program, some recipients aren’t able to view HTML email in their email programs or they are setup to strip out HTML for security. In addition to your HTML email, you should send an alternative plain-text version of your message for viewers who can’t view HTML in their email.

When a recipient receives your email, their email program will automatically determine which format to display.
Multipart/Alternative MIME format sends both the HTML and plain-text versions of an email. Create a plain-text version of your campaign, and work alongside your internet service providers (ISPs) and anti-spam groups to ensure the best delivery possible.

Fundamental Principles

  • Keep it simple.
  • Focus on your message.
  • Have a call to action. preferably above the fold and at repeated at the end of your email.
  • Post images on a publicly accessible web server and use absolute paths in your code when you embed images or link to files. Make sure your images / assets are hosted on a publicly accessible server, so your recipients can see the images or download the files. Avoid free hosting sites, because these often have bandwidth limits that may prevent your images from displaying.
  • Use tables and shim.gifs.
 Keep the code simple. All email clients use different methods to render HTML. Internet Explorer, Microsoft Word have their own proprietary renderer, so more high-level coding may not display as intended.
  • Set email width to 600px or less. 
Most people view messages in their preview panes, which are narrow and small. Templates should be designed to never be more than 600 pixels wide, or they’re fluid-width.
  • Test how it renders in different email clients and on different platforms. 
All email programs render HTML differently, test your HTML email on different platforms including mobile.
  • Webmail services strip certain elements.
 Browser-based email services like Gmail, Yahoo, and Hotmail strip out your DOCTYPE, BODY, and HEAD tags, so your code doesn’t override theirs. Anything you’d normally code inside those tags (background colors, embedded CSS, JavaScript, background music files, etc.) will be removed. Use inline CSS and FONT tags. Coding CSS inline can help correct this.
  • Think like a spam filter. Consider spam filters and spam firewalls when you code and write for user’s inboxes.
  • Avoid spammy words and phrases that will get your email filtered out.

How internet marketing works


  • PPC
  • SEO
  • Display
  • Social Media

contact brings you potential customers using internet marketing channels.



  • Content
  • Performance
  • Curation
  • Site Quality

Retention keeps potential customers around and gives you a chance to turn them into a community


  • Email
  • twitter
  • linkedin
  • facebook
  • ect.

Now you have a chance to convert members of that community into customers



Then start over again with a bigger community


1. Positions message effectively

Are you clear on what clients are really looking for? Do you know what to say at the right time? Do you find yourself over-complicating discussions with clients or do you speak in a language they can understand? Do clients tell you how much your messaging (on your site, on email, in proposals) resonated with them?

Give yourself a grade from 1-10 for the way that you position yourself online. Do you put yourself out there as unique, delivering a solution to the client’s problem or are you ‘just another’ freelancer? 6

2. Provides Value

Are you known in your field, or do you find the limit of your ‘fame’ is your own website? Are you active in your community with peers, do you seek to provide value on social media, Q&A forums, communities?

On your site, do you have a blog, or downloadable content a potential client could find? How much value do you provide to prospective clients and peers before they pay you?

3. Focuses on what’s important

As one-two person businesses we are spinning lots of plates, just to survive the month or week. Do you suffer from the ‘squeaky wheel’ syndrome or are you crystal clear on what’s important, stopping immediately everything that doesn’t contribute to your goals.

Do you tend to procrastinate or do you have a clear breakdown of exactly what you’ll do today, tomorrow, this week and stick to it vigorously? 3

4. Prices Optimally

A price is not just a price. It’s a reflection of the value your service provides. Do you find yourself sticking to a similar ballpark each time because that’s what worked last time? Or do you price the absolute maximum for each client situation? Are you great at negotiating or do you cave in when a client shows any sign of wanting it for less cost.

Are you comfortable with the price you charge, or do you feel it could be improved?

5. Closes the sale

When clients go cold, or silent, do you know what to do? Are you a master at building desire in clients so that they’re begging you for a proposal or do you send it too early, only for them to judge you on price alone. Do you find clients take months to agree to work with you (and pay) or do you generally get the clients to commit, pay and start quickly?

6. Grows long-term partnerships

How many clients have you had stick around for longer than a year, two years, more? Do you find that you continually have to go and find new clients after projects are complete, or could you survive on ongoing work alone?

Do you manage projects well with the long-term partnership in mind or are you glad to see the back of clients once they’re complete? How much long-term client focus do you have?

Design Jargon for beginners


CMYK = Cyan, Magenta, Yellow, Black (K) — this is the four colors used in offset printing. Each color is traditionally printed on a separate color plate, with a different screen rotation. When layed or printed on top of each other it forms a dot pattern seen in printing. Think Lichtenstein prints where pictures are made up of dots. The dot pattern can be seen with a tool called a loupe.

The CMYK model is based on the light-absorbing quality of ink printed on paper. As white light strikes translucent inks, part of the spectrum is absorbed and part is reflected back to your eyes.

In theory, pure cyan (C), magenta (M), and yellow (Y) pigments should combine to absorb all color and produce black. For this reason these colors are called subtractive colors. Because all printing inks contain some impurities, these three inks actually produce a muddy brown and must
be combined with black (K) ink to produce a true black. (K is used instead of B to avoid confusion with blue.) Combining these inks to reproduce color is called four-color process printing. We recommend the CMYK model for all, full-color images.


RGB = Red Green Blue. Which is used in screen (web, presentations, LED light shows/projections or anything not printed on an offset printing press)

The RGB color model is an additive color model in which redgreen and blue light are added together in various ways to reproduce a broad array of colors. The name of the model comes from the initials of the three additive primary colors, red, green, and blue.

The main purpose of the RGB color model is for the sensing, representation and display of images in electronic systems, such as televisions and computers, though it has also been used in conventional photography. Before the electronic age, the RGB color model already had a solid theory behind it, based in human perception of colors.

RGB is a device-dependent color model: different devices detect or reproduce a given RGB value differently, since the color elements (such as phosphors or dyes) and their response to the individual R, G, and B levels vary from manufacturer to manufacturer, or even in the same device over time. Thus a RGB value does not define the same color across devices without some kind of color management.

Typical RGB input devices are color TV and video cameras, image scanners, and digital cameras. Typical RGB output devices are TV sets of various technologies (CRT, LCD, plasma, OLED, quantum dots, etc.), computer and mobile phone displays, video projectors, multicolor LED displays and large screens such as JumboTron. Color printers, on the other hand are not RGB devices, but subtractive color devices (typically CMYK color model).

SPOT Color

A spot color is custom mix of ink/color that is printed on it’s own color separation plate. It can also be a varnish or gloss plate.

More Jargon coming soon….