Content best practices when interacting with subscribers

Set expectations for the number of emails

Prevents list fatigue and unsubscribes by being explicit about sending frequency during the opt-in process.

Convey message when images are blocked

Email clients often block images by default. Utilizing descriptive ALT text and styled HTML ensures the message is readable without images.

Design with a clear content hierarchy

Creates an intuitive, logical reading path from the most critical information down to secondary details.

Content above the fold well-branded

Places recognizable brand identifiers (like logos) and primary calls-to-action in the top 350 pixels so users see them instantly without scrolling.

Use personalization and dynamic content

Leverages tools within Salesforce Marketing Cloud (such as AMPscript or Dynamic Content blocks) to serve tailored, highly relevant content based on subscriber data.

Make value proposition simple and clear

Eliminates cluttered layouts and vague phrasing to immediately communicate the exact benefit the subscriber receives.