Over the 10 to 15 years since email marketing became commercially viable, subscribers have told the email industry exactly what they like -- relevant emails with content they want and expect -- and what they don't.

But some email marketers still don't get it!

Look at how you read commercial email. Getting unsolicited email probably bugs you as much as it does your subscribers. The other consideration is that the reading habits of today's digital consumers are changing. More and more consumers are reading email newsletters and offers in a social or mobile setting -- meaning the format and delivery must evolve too.

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