Best Practices | Powerful and Affordable Email Marketing Solutions

Best Practices

Best Practices

FireDrum is dedicated to giving you the tools and resources you need to produce successful and effective email campaigns. As a result, we maintain a list of best practices to follow when creating your email content and campaigns. In addition to abiding by FireDrum’s Terms of Use, we recommend that list owners adhere to the following best practices. Its importatnt to follow these recommendations, you’ll avoid subscriber complaints, ensure successful email delivery and protect your brand’s reputation.

Ensure Informed Opt-In Consent

Provide clear and explicit language for gathering subscribers’ opt-in permission. Let subscribers know exactly what they’ll be receiving.

Ask Subscribers to Reconfirm

Use our system’s subscriber confirmation feature so subscribers can confirm their subscriptions from their actual email account. This reduces problems from typos or forgeries that can affect lists. Additionally, some ISPs give preferential routing or “white listing” to messages with a reconfirmed status.

Ask Subscribers to Add Your Address to Their Address Book

Many ISPs exempt messages from filtering if the recipient has added the sender to their address book. Tell subscribers to add your “From” address to their address book, this guarantees delivery of your messages.

Use FireDrum’s Online Subscription Tool

Use FireDrum’s online subscription tool on your website to capture IP number/date/time of the subscriber’s opt-in request. Doing so sends the information directly into the FireDrum system.

Leverage Your Brand Identity

Make sure that recipients can easily recognize your address, subject and body content. Studies have shown that an unrecognizable email is less likely to be opened and more likely to generate complaints.

Include Opt-In Details

When possible, remind subscribers about where/when they opted-in. This reduces the amount of complaints.

Include Sufficient Email Body Text

Some ISPs have images and links turned off by default. Be sure to include enough text so the reader will know whether to view your links and images.

Avoid Links that Use IP Numbers Instead of Domain Names

AOL filters based on IP numbers in links.

Keep Your Message Size Compact

Use your mailings as teasers to drive traffic to your website. Long messages, especially those over 25k, may annoy recipients and trigger additional filtering.

Avoid Using Poor Quality, Third Party Sourcing

The stronger the connection between the opt-in and the email acquired, the fewer complaints generated and the less damage to your brand’s reputation.

Include Your Physical Postal Address

The CAN-SPAM law requires the sender’s postal address for commercial email.

How to Protect Yourself from Spam

Take the Spam Test:

  • Are you importing a purchased list of ANY kind?
  • Are you sending to non-specific addresses such as,,, or other general addresses?
  • Are you sending to distribution lists or mailing lists which send indirectly to a variety of email addresses?
  • Are you mailing to anyone who has not agreed to join your mailing list?
  • Have you falsified your originating address or transmission path information?
  • Have you used a third party email address or domain name without their permission?
  • Does your email’s subject line contain false or misleading information?
  • Does your email fail to provide a working link to unsubscribe?

If you have answered YES to ANY of the above questions, you will likely be labeled as a SPAMMER. For more information visit The Coalition Against Unsolicited Email at or contact FireDrum’s Customer Support at