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There are so many things to get right in email marketing, but anyone can do this one.
I see so many emails that lead with menus from their website, unsub and web version text, large header graphics/logos (that don't show up) and other distractions. Subscribers DON'T CARE! I suspect that many times this is just to fill in whitespace. Branding your company is a good argument, too. Recognizing you as the sender... Even better argument. Whatever the case, get rid of it. Why? 1) Subscribers don't care. 2) Images are disabled on 50+% of email programs and I'll bet that number is growing. I achieved a 700% increase in response rates for one email program by following this simple rule: Move content up and images down... What's the big deal? Read on and I'll tell and show you.