Web Design - Newsletter Guidelines

Newsletter Guidelines


Promoting your services or products by email can be a flexible and powerful form of direct marketing. It will allow you to communicate your messages more quickly and cost-effectively than using paper-based marketing.

You can tailor your message to specific types of customer. You can also build customer relationships and acquire new customers through relevant, well targeted emails that interest recipients.

Marketing emails are regulated by the Privacy and Electronic Communications Regulations. These define what you can and can't do in terms of sending unsolicited marketing emails. You will also need to comply with the Data Protection Act, which applies to personal data used in email marketing. Read more..... ยป

This guide covers how to reach the right people and monitor the effectiveness of email marketing and newsletters, as well as outlining relevant regulations when providing personal information to third parties.

The basics can be summed up as follows :-


  • Never send e-mails without the consent of the recipients.
  • Never purchase a list of email addresses.
  • Use a double opt-in subscription system.
  • Clearly indicate who the sender is by means of the sender address.
  • Clearly indicate or at least touch on the subject of the e-mail in the reference line.
  • Address the recipient by name.
  • Never address the email to undisclosed-recipients or to subscriber.
  • Get to the point immediately in the e-mail text.
  • Offer the recipient an easy way to unsubscribe in every e-mail.
  • Allow the recipients to change their preferences in every mail.
  • Test all links in an e-mailing for functionality before sending.
  • Do not send e-mails with large attachments.
  • Measure the reaction to your e-mail marketing campaigns.

Along with all of the above you must also decide whether to use a third-party email marketing solution or to use a system that can be installed on your own WebServer. By using a reputable third-party there is a good possibility that emails originating from their servers will be 'whitelisted' i.e 'not classified as sources of spam' though you will need to factor in the additional costs.

Also your database of addresses will be on their server and you will need to clarify how your shared portion of the database is protected from unauthorised access and system crashes. They will also offer pre-designed email templates that can be adapted to your requirements, these may be free though the more advanced styles you will have to pay for.

If you decide to host your own solution then once you have your standard template then there should be no additional charges.