1. Ensure all images have a file size as small as possible.

• This can be accomplished by using compression or by changing the image size.
• Most images in email never need to be more than 600px wide, as that is the maximum supported image size on mobile devices.

2. Make sure you add alt text for images.

3. Minimize your usage of HTML formatting when possible. 

4. Use as few links as possible.

5. Always include a "plain text" version

• (selectable in the bottom of settings in the HubSpot email editor) 

6. Always include text in the main body of the email.

• It's important to have a good text to HTML ratio. (Note: this is different than sending a plain text version of the email)

7. Subject lines should stand out in a crowded inbox

• Emojis, numbers, and personalization helps subject lines pop. 
• Subject lines get cut off if they're long - short is better. (30-50 characters)
• Good subject lines invoke curiosity, intrigue, or a fresh angle. Go against the norm!

8. A/B Tests - Always Be Testing!

• A/B testing of email subject lines and content can drive up to 28% higher ROI. (Litmus, 2022)
• Test different times of day, days of week
  • Start with Mondays, Tuesdays, and Thursdays.
• Maintain a clean list. Don't email unengaged contacts. (Default HubSpot Setting)
• Segmenting lists by demographics and sending tailored to said segments is an effective way to deliver content that matters to the recipient.
  Idea: Maybe some CBD-specific emails for CBD companies? Dispensary specific emails? The sky is the limit if you know your audience!

9. Technical:

• Ensure your SPF, DMARC, and DKIM records are aligned. (Done)
• Check to see if you're domain is in any spam brownlists or blacklists (Done - brownlisted)

10. Testing -> see the section to the left!

Sending The Tests:

We've created an email testing automation that is quick and easy to use:

1. Open the email testing sites (provided in the toggle box below)

2. Copy-Paste test emails provided into the form below to add those emails to "Test Email List - Don't Delete"

3. Wait 2-3 minutes, or until you see the test emails in "Test Email List - Don't Delete

4. Hard-Send (As if you were really sending the email) to the list "Test Email List - Don't Delete"

• NOTE: Make sure "Don't Send to Unengaged Contacts" is TURNED OFF when sending tests!
  

5. Return the pages where you copied the emails to view results and adjust.