But everyone once in a while, I come across something that has merit, giving me justification for continuing my pack rat mentality.

Such was the case today when I culled through my file and came across this gem by Jay Conrad Levinson from July 2006. Email has become so ubiquitous that we often don’t realize its enormous potential. Once in a while it helps to be reminded of some of the basic rules that are universally true.

Consider this a refresher mini-course, courtesy of the genius behind Guerrilla Marketing:

Ten Tips About Email

1. Don’t over mail your list but don’t under mail, either.
2. Create both text and html versions.
3. Include a URL two or three times in your email letter.
4. Remember that shorter is better.
5. Test several subject lines before mailing, knowing that lines that are vague or intriguing work best.
6. Send your email mid-week.
7. Know that personalized email gets up to 20 percent better response rate.
8. Include a PS with a URL link.
9. Send gift promotions to your cutomer list and introductory offers to outside lists.
10. Keep an eagle eye for opt-out rates and know that if they are over one percent, you are doing something wrong.