Andrew Kordek came up with a list of common misconceptions, truths and some general statements that he hopes some folks will read and take notice. These are my favorites:

• Sending email only for revenue is short term thinking.
• The size of your email list doesn’t matter if you don’t take care of your list.
• It takes a lot longer than 2 days to put together a piece of creative for an email
• A navy blue background vs. a dark blue background will certainly not move the needle in terms of conversions
• Just because you are adding another program or value add for the customer, doesn’t mean that the customer wants to get that email.
• Don’t have people send email who don’t know what the hell they are doing. Leave it to a professional.
• Adding another picture, or banner or another link to your email wont necessarily help your email. In fact it might make it worse.
• Email testing is a waste of time, unless you use the data. In other words, don’t test cuz you think its cool or the thing to do. Test. Analyze. Adapt.
• Email experts or strategists who talk about best practices and strategy who have never been on the client side to execute these best practices and strategy should try it sometime. Oh…and tie it to a revenue number as well. Walk the talk folks.
• 3-7 seconds guys. You have 3-7 seconds to grab the attention of the reader. Are you sure you want to add that extra banner or picture or offer in there?
• Just because its legal, doesn’t mean its the right thing to do.
• Respect your subscriber. Period.

Read the rest here