It’s a great post. My theory is the breakdown comes in the communication chain. Execs see that when they send more email, something good happens. They don’t have the time or the right information, or something to really look at the numbers. It’s a good time to do things the right way. You can stand out just by following basic best practices.

We are not marketers.

We are not interested in marketing practices.

What we want are good results, and we need the same quality of results from every shape, size, and type of mail source on the internet.

Not just the marketers.

This is why we do not now and will never really care about marketing practices.

It’s only one small part of the whole, and should be an easy part for all the attention it gets.

Sometimes I get pushback like ‘hey, that’s all really great Rebekah, but no one sells anything in the real world unless someone cold calls/ goes ahead and emails without permission…’ etc.

It’s nuts — it backfires, esp in B2B — but perception persists among some marketers that being “in your face” — aka obnoxious, pushy, self-centered — is a necessary evil.

Wish I could do like a Pope and excommunicate them.

Just found your site recently, a real breath of fresh air!