Email Marketing Standards Roundtable: Why You Should Care

When it comes to email marketing standards, it’s clear that there is no one-size-fits-all approach. The type of email content and methods of engagement used by one business may be completely inappropriate for another.

That’s why it’s important to establish a set of standards for your email marketing program. This includes everything from the type of content you will use to the method of delivery and the resources you will employ to make sure your emails are appropriate and enticing.

This is where we come in. We are a team of email marketing experts with decades of combined experience between us. We’ve been researching, writing, and presenting on this topic for months, and now we want to share our findings with you.

Key Takeaways

What topics can you cover in your next email marketing strategy?

How many emails will you send per week?

Which platform should you use to send your emails?

What is the one thing you wish you knew upfront about email marketing?

Which email marketing metrics matter the most to your business?

How should you measure the success of your email marketing efforts?

Why You Should Care About Email Marketing Standards

Email marketing standards are important because they establish what you, as a business, will and will not tolerate in your email communications. It’s vital that you establish these standards before you begin your email marketing program, otherwise you run the risk of creating a negative experience for your audience. This, in turn, could damage your relationship with potential customers. You also don’t want to send inappropriate content to people who have not given you their consent to do so. The last thing you want is to upset your customers because of an email botch-up.

These are important aspects to consider when developing your email marketing strategy. A few things to keep in mind:

Don’t Just Target Attorneys

It’s a common mistake for newbie marketers to just target attorneys. After all, attorneys make up a relatively small portion of the population, so you will potentially reach a larger audience. And, since they are usually surrounded by assistants and paralegals, they are also usually a bit busy so you may get more time to read your email.

However, if you want to ensure that your email hits the mark, you need to specifically target retired attorneys or those in need of legal services. Why? Most attorneys will not be receptive to your offers, regardless of how great they may sound, because they are already getting the service they need from other attorneys.

Your best bet is to find an affinity group of people who are more likely to be interested in your product or service and who will be more receptive to your offers. For example, if you are an e-commerce store, you might want to focus on targeting consumers who are looking for a specific type of product or service related to their passions, hobbies, or interests. This could include topics such as fashion, sports, cars, or travel. Whatever it may be, you can bet there are plenty of retired attorneys out there who share your interests.

If you want to get rid of spam and reduce the amount of junk mail in your inbox, you need to take into consideration how you intend to engage your audience. It’s not enough to just have a pretty email template and a flashy design. You need to have a plan, and that plan needs to be informed by data. Only then will you be able to hit the mark and send the right message to the right person at the right time.

Attorneys General’ Opinions On Unsolicited Email

If you want to get a sense of just how influential attorneys can be when it comes to regulating email, you need to look no further than the most recent rulings by the Attorneys General of the United States. In January 2020, Colorado Attorney General Phil Weiser filed a lawsuit against several companies, including Microsoft, alleging that they violated state consumer protection laws by creating and marketing deceptive email schemes.

The lawsuit involves a number of Microsoft-owned email marketing brands, including Hello Fresh, LegalZoom, and OneOpinion. It alleges that these companies “deliberately and deceptively misled consumers” into believing that they were getting quality legal services at a discounted price. Instead, it claims, these businesses misled Colorado consumers into believing they were getting special deals or were protected by Microsoft’s brand when, in fact, they were not.

In their answers, Microsoft, LegalZoom, and OneOpinion all denied the claims, saying that their products and services are not misleading or deceptive. Nevertheless, they have agreed to a court-appointed settlement commissioner to work with the state to come up with a proposed consent decree outlining changes to be made to the ways that the companies engage with Colorado consumers.

That settlement is still pending, but What is clear is that if you are marketing to attorneys or other legal professionals, you will need to be wary of any promises that you might make regarding discounted rates or other “deal” incentives. According to the lawsuit, these types of offers are usually “sales pitches” designed to entice legal professionals to purchase a product or service. While it is legal to do so, it can still be considered deceptive.

Content And Methods Matter

Even if you are using the right platforms and engaging with the right audiences, you will still have a bombastic email marketing campaign if you don’t have the right content to send. Remember: people hate spam just as much as they hate missing important emails. One way to ensure that your emails don’t end up in people’s junk folders is by creating content that is valuable and informative. A study from 2020 found that the most effective way to attract, engage, and motivate recipients was through relevant and valuable content.

In addition to this, sending a relevant email at the right time is also important. If you want to maximize the impact of your email campaign, you need to consider the following aspects:

Personal Touch

According to HubSpot Blogs research, 68% of people prefer to receive offers and discounts via email, as compared to other methods of communication. However, in order for this to work, you need to put a personal touch on your offer. Tell the person who is receiving the email that you are thinking of them, and that you want to ensure they enjoy the best possible shopping experience. This will encourage them to read your email and engage with you.


When developing your email marketing strategy, you need to consider how you will segment your list of contacts. You can segment your list of contacts according to specific criteria, including job titles, companies they work for, geographic locations, interests, ages, hobbies, or social media handles. You can also use digital marketing software to create and send out specific email campaigns to individuals or groups based on their profiles. This is a great way to target the right audience and ensure that they receive your message.


In light of the 2020 pandemic and the subsequent shift to online marketing, the importance of testing your emails has never been more apparent. As a business, you will never know what combinations of words, images, and actions will work together to create a desired response from your audience. That is why testing is so important. Even though you have a clear idea of what you are trying to achieve with your email marketing strategy, the results of your efforts will never be truly known until you try out different approaches and compare them against each other. In light of this, conducting A/B testing, split testing, and multivariate testing is essential.

Thought Leadership

According to HubSpot Blogs, 60% of people claim to have changed their minds about a product or service after reading about it in an e-mail. If you are trying to build thought leadership around an issue, niche, or product, you can use email to your advantage to spread the word.

You can use email to send out a weekly newsletter that includes valuable information about your industry, trends, analysis, and more. You can also send out a weekly email that includes a list of the community’s best content related to your industry so that your audience has something to read between emails.

In addition to this, you can use your email to follow-up with customers who have recently made a purchase or enquired about a product. You can use the email to send out a discount code or offer special financing terms that will encourage them to return to your store or website.

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