Permission is not an optional extra, but is the basic apparatus in email marketing. Permission is the key component in gaining recipient trust, optimizing deliverability and getting investment returns. It is practiced by all legitimate email marketers.

The holiday email marketing season takes the overdrive with the onset of Halloween. Certainly, this isn’t the time to design the marketing program from the scratch. But a small fixes can do the trick to raise the deliverability by a few percent without the need to shift to another completely new program. These fixes won’t [...]