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Thursday, January 24, 2008

Time for email marketers to challenge conventional wisdom?

In the increasingly crowded and noisy place that is our inbox, it is getting ever harder to gain entry and get heard.

Smart email marketers will recognise that if they are not going forward, they will be going backwards in terms of email impact. There can be no standing still.

Like websites, marketing emails, as part of their evolution, have, to a degree, become standardised in format. Conventional wisdom exists.

Perhaps, in order to stand out from the crowd, it is time to challenge those standards. To look at what is considered acceptable and necessary and wonder if there might be a better way of doing it. Such is the process of evolution.

Over the next few weeks I plan to examine those standards one by one and see if I can think of any changes or developments which will benefit the goals of the sender, whilst at the same time remembering the needs and requirements of the reader.

I’ll share my thoughts with you, and look forward to your comments.

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