The image weight of an email should still be less than 100Kb even in days of broadband although I’m sure many are above this.

Pointed out some things that I never thought of before.

Slightly concerned about “19. Use quality images.”, as some users might want to use 1MB images in their creatives.

23rd point is very helpful, however it is important not to make the unsubscribe process too complicated. There is no point keeping subscribers on the list that are not interested in what you have got to say. If you choose to complicate the unsubscribe I highly recommend adding a “report abuse” link within the header or the footer of the email.

I am starting my own e-newesletter to keep my customers and potential customers informed. I liked many of the points you made and I have lately bought your book as well though I haven’t read it yet.

Thank you for this excellent post.

- Repeat key links. If you hve a key objective and landing page to which you wish to drive traffic then repeat the link, top, within the text, bottom and on graphics.

- If graphics are clickable, include call to action text on the graphic.

- Use a PS. Use a PS to summarise the main item and repeat benefit or value proposition.

- Include a section with ‘popular articles you may have missed’ linking to previous month(s) articles that got top clicks.

The best practice for creatives does have some variation depending on the objective and type of email; regular newsletter, single special offer, transactional, triggered (reminder of event, post event follow up, birthday and so on).