This is a really good set of guidelines. Here are the three most effective things you need to do (in my experience) to get and maintain decent delivery rates:
Remove your bounces. I cannot stress this enough. If you're sending using a homebrew system or a script on a webserver or what have you, make sure it can process bounces. Excessive attempts to deliver to dead addresses is the number one metric used by large email receivers to assess your mailserver IP's reputation.
Keep your list clean. Don't be tempted to add those 150 random names and addresses you found from last year's marketing push. It's not worth it. One or two bad records on your list is enough to completely decimate your delivery rates. Stick to double opt-in and don't be tempted.
Make your unsubscribe link obvious. Really obvious. Like, at the top of your email, or in big black text. Too many people feel the need to hide their unsubscribe link away in tiny text at the very bottom. If someone doesn't want your email, they have two choices - spambox it, or unsubscribe. If many people spambox your email - your delivery rates will suffer. Make unsubscribing easy and obvious.
I would have thought sticking unsubscribe links at the bottom was standard practise by now and people would have caught on to it (i.e. look straight at the footer if they're looking for it).
That's not unreasonable. My point was, make them dead easy to find for those that want them. But yes, there's probably something in having one at the bottom.
Remove your bounces. I cannot stress this enough. If you're sending using a homebrew system or a script on a webserver or what have you, make sure it can process bounces. Excessive attempts to deliver to dead addresses is the number one metric used by large email receivers to assess your mailserver IP's reputation.
Keep your list clean. Don't be tempted to add those 150 random names and addresses you found from last year's marketing push. It's not worth it. One or two bad records on your list is enough to completely decimate your delivery rates. Stick to double opt-in and don't be tempted.
Make your unsubscribe link obvious. Really obvious. Like, at the top of your email, or in big black text. Too many people feel the need to hide their unsubscribe link away in tiny text at the very bottom. If someone doesn't want your email, they have two choices - spambox it, or unsubscribe. If many people spambox your email - your delivery rates will suffer. Make unsubscribing easy and obvious.