Deliver more value to the inbox: 4 dos and don’ts – Marketing Land

“Do: Get personal.
Don’t: Send the same boring email to your entire list.

Do: Inform and delight your customers.
Don’t: Constantly push unwelcome sales messages.

Do: Tell better stories with visuals.
Don’t: Turn an email into a novella.

Do: Deliver user-generated content.
Don’t: Discount your brand’s greatest advocates.”

Source: marketingland.com

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