Some "rules" of e-mail marketing are meant to be broken

09/8/2010 | Practical eCommerce

Sometimes you're better off avoiding the "best practices" touted by various experts, writes Carolyn Nye. Years of testing e-mail campaigns have taught her to skip most images and leave "unresponsive" subscribers on her list. She also bucks the conventional wisdom by downplaying open rates: "Sometimes you still accomplish something powerful without the subscriber ever opening the email."

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