This document provides best practices for email marketing. It discusses using email to communicate with target audiences in a personal way and lists the key stages of an email marketing campaign from awareness to loyalty. It outlines best practices for permission-based emails, subject lines, segmentation, personalization, content and design. It also addresses deliverability challenges, regulations like CAN-SPAM, and optimizing emails for mobile. Key recommendations include consistent sending, authentication, unsubscribe options, and parameters to measure performance.