I’ve done email design in a variety of industries for a while now. I have created designs informed by the strategy developed with a team of creatives; art directors and designers, merchandisers, email marketing specialists, and copywriters.

My experience has been developing designs that are then discussed a bit further and revised for approval. Until recently, I had never been involved in managing the ESP account, maintaining the lists, scheduling the campaign, or reporting on the results.

That said, I always want to learn as much as I can and am up for challenges. I pay attention, ask questions, and try to keep adding to how I can be helpful. I genuinely enjoy learning—and helping.

During a recent engagement, I realized that I know far more than I realized about email best practices. The most valuable thing I feel I was able to share with the client, who had been email marketing for many years, was the CAN-SPAM Act.

Skirting the rules of your ESP (Constant Contact, MailChimp, etc.) is unwise and it’s important to understand that they are simplifying and enforcing a Federal edict as well as empowering their customers to follow generally accepted best practices to stay in good standing and market effectively, and appropriately through email.

It occurs to me that there may be many lean departments DIYing their email marketing who may also be unaware of the CAN-SPAM Act. SO! The #ThrowBack part is the link here! I invite you to do some homework and join some Email Marketing Groups; of which there are many free options full of brilliant people waiting to help you by sharing what they know.

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