Seven Saving Graces to Keep You from Spam

This document summarizes a presentation on ways to avoid spam and effectively use email marketing. It provides 7 strategies: 1) Use a human tone in emails, 2) Think of email as a Trojan horse to engage customers, 3) Craft short, relevant messages within the limited attention span for email, 4) Harness customer sharing by focusing on stories, 5) Use behavioral targeting through retargeting, 6) Provide consistent cross-channel messaging, and 7) Constantly test email marketing techniques. The overall message is that email should be a natural part of engaging customers across multiple digital channels.