All marketers would like to think that subscribers experience a warm, fuzzy feeling inside when they see an email from them. In reality, many such messages evoke a sigh of exasperation, followed by a cursory skim at best, or a click of the “unsubscribe” link at worst. Why does it happen? Fickleness, small attention spans, impossible standards – excuses abound for why marketers don’t feel bound to follow email marketing’s best practices. But the truth …