E-mail Marketing: More Than a Formality; Tips to Transactional Success

Other best practices offered by Chalif included the following:

* Make messages relevant to recipients beyond mere info on an offer or an interaction on the Web site;

* HTML vs. text vs. hybrid vs. multipart — evaluate what is best for your audience (e.g., if a majority of your audience uses mobile devices, then a text version is probably the better option since many HTML messages will not translate well on a mobile device);