What are the most important best practices for email marketing?
What the interviewer wants to hear
- Permission-based list and easy unsubscribe
- Segmentation and personalisation
- Clear subject line, one main call to action, mobile-friendly design
- Authentication: SPF, DKIM, DMARC
- Test and measure clicks and conversions, not just opens
- Clean the list regularly
Model answer
It starts with permission: I only email people who opted in, and I make unsubscribing easy, including one-click unsubscribe. I segment the list by behaviour and interests, such as new subscribers, buyers and lapsed customers, so each message is relevant. Each email has a clear subject line, one main call to action and a mobile-friendly design, because most people read on their phones. On the technical side, the sending domain must be authenticated with SPF, DKIM and DMARC, which Gmail and Yahoo now require for bulk senders. I measure clicks, conversions and revenue, since opens are inflated by Apple's privacy features, and I A/B test subject lines and content. Finally, I keep the list healthy with re-engagement campaigns and remove people who stay inactive, which protects deliverability.
Can you answer it under time pressure?
Take a timed easy round and get scored on every answer.
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