Kategorien für E-Mail Best Practices

I recently wrote some posts on the Silverpop blog and Google+ posing the question, “Are best practices dead?” Much of the feedback I received was mixed, of course, but some people suggested that what we need is new terminology or, by extension, a different framework.

My take? Perhaps it’s better to look at “best practices” in terms of categories, such as those that apply to almost everyone, those that depend on the maturity of your email program or use of email—and those that should be avoided at all cost.

Following, then, is my version of a “Modern Best Practices Framework,” a map of five types of email practices and some examples and observations for each category.

CATEGORY 1: FOUNDATIONAL PRINCIPLES
These are practices that the vast majority consider foundational to industry vitality and the success of individual email marketing programs. While there are sometimes edge cases, they are the exception and not the rule: