Given the reality of limited time and resources, best practices provide a valuable, low risk, default starting point.

Marketers and executives are very different from the average consumer, so your instincts may mislead you.

Best practices are particularly valuable to those who are unfamiliar with email’s unique, often confusing rules.

The on-brand execution of best practices tailored to your unique audience is what leads to the best execution.

Best practices are those practices that generally produce the best results or minimize risk.

Investments in greater email marketing sophistication often lead to even higher returns, not diminishing returns.

Poor practices are blunting email marketing’s effectiveness and keeping its ROI from being truly awesome.