Chad White

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

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

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

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

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