Index

1-800-Flowers.com, 141-142

A

accounts (email), total number of, 5-6

addresses (email) required for social media usage, 205-208

advertising in email headers, 78

AirTran, 89-90

Alchemy Worx, 126-128

alt text in image-only email messages, 148-150

anchor links, 82, 85

anchor tags, 61

Angie’s List, 73

animated headers, 77-78

Apple, 146

AppSumo, 86

assumptions, challenging, 167

Athletics Alberta, 230

Atkins, Laura, 116, 194

attrition rate, 14-16

B

BabyCenter website, 33

BabySteals.com, 220-222

Barnes & Noble, 197-198

Batman and Robin analogy, 204-205

Bella Soleil, 218-219

Best Buy, 154

best practices, 107-108

Subject lines, 113-114

King Arthur Flour (KAF) example, 118-121

length of, 123-129

Tumbleweed example, 121-123

words to avoid, 114-123 ...

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