Are you an email flirt?

Do you send inviting emails with perfect headlines – only to push customers away once it lands in their inbox? If you are ignoring the text that appears in your reader’s preview pane, you are totally sending mixed messages.

(And yes, please read last sentence with a valley girl accent.)

ESP defaults will lead you down the wrong path

Your ESP is obsessed with making sure your email list is permission based.

They have to be — too many unsubscribes will blacklist their IP address which in turn messes with their deliverability. And if your ESP can’t promise strong deliverability numbers, they wouldn’t be a very good ESP, now would they?

However, the one case when this obsession doesn’t work in your favor is [Read more...]