- forward-to-a-friend (FTAF) has some fatal flaws. Among them: it's still easier just to click the "forward" button and fill in a friend's e-mail address. And, there's the trust issue, because some subscribers don't trust marketers to behave responsibly with their own e-mail addresses, much less their friends' addresses -

- Ben Chestnut from @Mailchimp discusses the difference between "fuzzy spam" and "spammy spam" - interesting presentation on dealing with abuse -

- "Nielsen only tracks email accessed through a website." This was a direct quote from Nielsen's Vice President of Media Analytics. The way Nielsen measures the time spent on email use is by looking at website traffic. If someone opens a browser and goes to Gmail, Hotmail, Yahoo, or something similar, they are "using email." This measure takes no account for the time spent using email through Outlook, MacMail, Thunderbird or any other desktop client. -

- 1. don't overestimate the relationship - 2. you can't increase frequency - 3. people use email like us - 4. we’re the only people who send this kind of offer/content to our subscribers -