Know the best practice of best practices.
Let’s face it, we as email marketers can often times get caught up in the application of best practices. While one might consider that a desirable outcome, it has never been the intention for marketers to just follow them blindly. Best practices are advice, information to heed when optimizing and enhancing the recipient experience with your email program.
At the Email Evolution Conference this week there was a panel called The Great Email Debate that argued two sides of common, conflicting best practice positions. And what we found was that best practices are situational – not sometimes, always! Yes, we can make the blanket statement that in general it is typically ideal to apply best practices to your email marketing plan – but not always! Here are three points that were discussed during the session, the general best practice identified and a situation where it does not apply:… read on….