On Sweating the Small Stuff

Over on the Return Path blog, Scott Roth reminds us why it's so important to remember the fundamentals. Great case study for Dillard's, one of my favorite department stores.

Deliverability consultants, getting together over beers, always sigh about how it seems like we're repeating the same advice, or blogging about the same things, year after year. There's some truth to that, but it's not really so bad. It means that these things we've been talking about for so long truly do matter, still do matter, and that as people cycle into and out of the industry, companies hire new email marketing managers, and even as new list vendors trick the unsuspecting into buying dirty lists, there really is a lot of us teaching the same things to a new group of folks every year or two.

ISPs come and go, technologies change, but at the core of it, it's kind of nice to see that stable base level of fundamentals remain the same. And it's good to hear Scott remind us that the fundamentals are the good place to start when troubleshooting a client's issue.

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