The rules are in the Email Marketing Policy. This is the practical version — what actually makes the difference between outreach that works and outreach that gets you blocked.
Write to a person
- Say who you are and why you are writing, in the first two lines.
- Be specific about what you do. Vague is indistinguishable from spam.
- Make one clear ask. Two asks usually get neither.
- Keep it short. A screen and a half is plenty.
Subject lines
- Describe the content honestly. Curiosity gaps get opened once and resented afterwards.
- Avoid Re: and Fwd: on a first contact. It is a trick, and recipients recognise it.
- Avoid ALL CAPS and rows of exclamation marks.
- Personalisation helps, but "Hi John" in a subject line is not a strategy.
Frequency
- The 180-day rule means you cannot over-contact the same person through the platform.
- For your own uploaded lists, you set the cadence. Monthly is a reasonable default for business audiences.
- If unsubscribes rise after a change in frequency, that is your answer.
Never
- Hide, disable or break the unsubscribe link.
- Use a false or misleading From name.
- Make claims you cannot substantiate.
- Re-contact someone who unsubscribed, through any channel.
- Attempt to evade spam filters or provider limits.