In the 1960s, Mad Magazine spokesperson Alfred E. Neumann made famous the saying: “What, me worry?”
In the 21st century, one of the things e-marketers worry about is e-mail deliverability.
Some e-mail marketers devote large amounts of time, attention, and money to making sure there e-mail marketing messages are not blocked by spam filters and other mechanisms interfering with deliverability.
Their reasoning is that if an e-mail isn’t delivered, it doesn’t get opened, read, or responded to.
But some of the e-mails they product are so sterile … and look so odd (e.g., “f-r-e-e instead of “free”) … they have (to me) little impact.
On the other hand, some e-mail marketers just write the strongest copy possible — as if they are saying “spam filters be damned!”
Which school are you in?
Do you worry about spam filters and content filters when composing e-mail marketing messages?
Or do you ignore all the “rules” of e-mail deliverability and still get great click through rates and sales?