Always include unsubscribe links: We'll automatically apply an unsubscribe link to auto messages and manual messages with over 100 recipients. The links are clearly placed in our default templates. If you're using your own templates, don't try to hide the unsubscribe link.

Transparency: Make it clear why the recipient is receiving the email. You can add a line of text at the bottom of the message to explain that the person opted in to your newsletter. It should always be obvious to the recipient why you're messaging them.

Frequency: If you are sending messages on an irregular schedule, your subscribers won't know when to expect the email. If you leave big gaps between your messages, they might forget why you are messaging them. Stick to a regular schedule of messaging.

Message active users: Sending large volumes of email to disengaged users can actually damage your brand and your sender reputation. It's best practice to send messages to engaged users. You can target customers who were "Last Seen" less than 180 days ago, for example.

Always get permission: You must have a recipient’s permission to contact them with marketing communications. If you don’t, then Intercom considers that email as spam, with no exceptions. We recognize the Spamhaus definition of spam — please read it if you’re unsure.

Send relevant content: If recipients don't see your content as valuable, you'll see an increase in complaints. Know your audience and make your content relevant and personal. Don't send large, impersonal email blasts. It's not the Intercom way! 😉 

Using high quality lists: Intercom doesn't tolerate the use of purchased, rented, scraped or borrowed lists. If you have an old list, you may be messaging users who have disengaged from your product. We recommend cleaning your list every 6 months.