Some email marketing truths may not be so true any more

The great and terrible thing about online marketing is how quickly things change. Here’s a post from the VerticalResponse Email Marketing Blog that points out some things that not so long ago were widely held to be universal truths — but may not be so any more: Mythbusters: Do Old Wives’ Email Marketing Tales Hold True?.


  1. Using words like ‘free’, ‘dear’ or ‘save’ in the subject line will cause your email to be marked as spam.
  2. Test everything!
  3. Send email only during the week.
  4. All unsubscribes are bad.
  5. Sending too many emails too often will make you to look like spam.

As always with things like this, test before you decide to remove it from your rulebook.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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