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What we’re reading now: on emails that break the rules

As an email marketing strategist, I rarely recommend throwing out the rulebook. After all, best practices have developed for a reason: they help your emails reach the inbox and generally increase conversions. However, you don't want to fall into the trap of being too much of a stickler – or, worse, completely unoriginal. Breaking the rules and trying something unusual might earn you solid, unexpected results.

Read on for three ideas that flip best practices on their head.

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