The Rebel’s Guide to Email Marketing: Grow Your List, Break the Rules, and Win

8. Are Best Practices Really “Best”?

“We know best practices, but we don’t always follow them. When everyone follows best practices, you’ve merely redefined mediocrity.”

Part of the email signature from Andrew Kordek, Co-founder and Chief Strategist at Trendline Interactive

Best practices.

Best practices.

Best practices.

In DJ’s first few years at Bronto (an email service provider), he lived and breathed that mantra. Best practices or bust. There was only one way to do it right. As a salesperson, he reminded potential clients that if they were not following the tried-and-true email marketing best practices, they would not find success as a client. As an account manager, he informed his clients that if they wanted to get emails delivered, opened, ...