"If you try something different (a quirky subject line, a video email, an animation) and it has a positive impact, be sure to see if this impact drops off with time...by watching the numbers or repeating comparative tests at regular intervals."
Read the full article: Novelty value in email design: risks and rewards.

Tamara Gielen is an independent email and digital direct marketing
consultant with over 10 years of experience in online, email and direct marketing.
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