Breaking the Rules of Email Marketing. DJ Waldow of Waldow Social believes strongly that rules are meant to be broken (with proper testing, of course). This presentation was given in Dallas on Feb 17, 2012 at Jason Falls's Explore event. This presentation talks about 3 "rules" that have been effectively broken:
1. Sending ugly emails
2. Using ALL CAPS or the word “free” in a subject line.
3. Using popups to collect email addresses