Look Out!

5. Go simple. Ben Chestnut, a partner with e-mail marketing firm The Rocket Science Group, has been advising his clients to keep their e-mail messaging simple for years. That’s because there are many different e-mail programs and many variations between standard e-mail and Web-based e-mail. Designing for so many different rendering possibilities is a marketer’s nightmare. “What’s wrong with simplifying our HTML designs?” he wonders. “Why not worry about the message more than the wrapper?”