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Three Counterintuitive Tips to Boost Email Results

As email evolves, much of what were previously considered best practices are now counterproductive. For example, auto-inserting a name is not personalization; the Rule of 7 (which posits that your audience needs to hear your message 7 times before responding) is liable to earn more spam complaints than conversions; and double opt-in makes up in subscriber quality what it gives up in quantity.

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