E-mail Marketing: Herschell Gordon Lewis on E-mail Creative, Part I: Design and Marketing

* Avoid all-CAPS headings, he advised. All-CAPS messages don’t pull as well as standard caps and lower case.

* For B-to-B e-mail, always test text against a produced HTML message. “Prospects are more short-tempered and shorter on time,” Gordon Lewis said. “Text is more business-like.”

* Always send yourself a sample message -- but send it in advance, not along with the bulk. Otherwise, you could wind up with such mistakes as symbols in the message, he said.