"When I removed the need to fit our emails into a vendor inspired set of best practices, the content improved. Due to the abundance of advice, it’s easy to overthink meaningless metrics and setting aside creativity for an A/B test-driven subhead.
My advice, then? Look beyond the category for inspiration. Sites like reallygoodemails.com and media brands like the History Channel, the Monocle and airbnb offer a variety of styles and designs that helped me to see new ways of crafting emails. While advertising isn’t a choice, per se, opening an email is."