In this new era of CAN-SPAM legislation, overflowing inboxes and ever-increasing customer expectations, many of the practices that worked for e-mailers in the past simply won't anymore. The companies that can boast the most effective e-mail programs today have been successful because they have completely overhauled their way of thinking. They have changed their strategy from blasting to an unsuspecting audience to communicating with a willing and increasingly loyal customer base.
Consider Darwin's theory on survival of the fittest. He stated that not all organisms can survive in a crowded world and only those that are most fit will survive the competition. Your recipient's inbox is no different.
http://www.dmnews.com/pdffiles/newrules.pdf
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