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So what about your future? Are you going to fire up that next email newsletter and do it the same way you’ve always done it? Are you going to follow all the rules you were taught once upon a time about email marketing? Don’t use ALL CAPS in headlines! Don’t use one big image! Don’t buy your list!

You certainly don’t want all the email marketing experts in the world shaking their finger at you, do you? Or do you not care what they think, as long as your email marketing delivers the opens, clicks, conversions, or sales you want?

When you think about your goals for your email marketing, whether you look at them on an individual, email-by-email basis or holistically, do you really consider what anyone outside your organization (well, other than your customers) thinks about whether you’re doing it right? If so, we suggest reassessing whose opinion is important.