Emailing — Effective campaign guide
Email marketing remains one of the most profitable marketing channels (good return on investment) if the list is well targeted. WebTic supports you with your campaigns.
1. Technical prerequisites (deliverability)
Before sending, configure your domain to avoid the spam folder:
| DNS record | Role | Example |
|---|---|---|
| SPF | Authorizes servers to send on behalf of your domain | v=spf1 include:_spf.webtic.online ~all |
| DKIM | Cryptographic signature of emails | 2048-bit public key in the DNS |
| DMARC | Policy for handling unauthenticated emails | v=DMARC1; p=quarantine; rua=mailto:... |
2. List segmentation
Do not send to your entire database — segment it for relevant messages:
- New subscribers (last 30 days) → welcome email
- Active customers → renewal or upsell offers
- Inactive customers (90+ days) → reactivation campaign
- By business sector or type of service used
3. Structure of an effective email
- Subject: 40-50 characters, catchy, avoid spam words (FREE, URGENT, !!!)
- Preheader: 90-110 characters — complements the subject, visible in the inbox
- Body: One message = One goal = One main CTA
- Design: Mobile-responsive is mandatory (many emails are read on mobile)
- Footer: Visible and working unsubscribe link (GDPR)
4. Optimal sending schedule
| Segment | Best day | Best time |
|---|---|---|
| B2B | Tuesday, Wednesday, Thursday | 9h-11h |
| B2C | Tuesday, Thursday | 10h or 20h |
| E-commerce | Friday, Weekend | 10h-14h |
5. KPIs to measure
| Metric | Calculation | Tip |
|---|---|---|
| Deliverability rate | Emails delivered / Sent | If it drops, check SPF, DKIM and DMARC |
| Open rate | Emails opened / Delivered | Compare from one campaign to the next; test the subject |
| Click-through rate (CTR) | Clicks / Emails opened | Test the message and the call-to-action button |
| Unsubscribe rate | Unsubscribes / Sent | If it rises, reduce the frequency or refine the segmentation |
| Bounce rate | Bounces / Sent | Clean the list after each send |
6. GDPR compliance
- Explicit consent is mandatory for marketing emails
- Working unsubscribe link in every email (processed within 10 days)
- Keep proof of consent (date, IP, source)
- No purchased lists — first-party data only
