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Reggie Brady
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Here are two pieces of good news. First, the ISPs aren't putting as much weight behind filtering the word “free.” And second, “free” increases open rates. So if it makes sense for your offer or promotion, try testing “free.”
Many catalogers offer free shipping from time to time. This is a guaranteed winner; highlight it in subject lines.
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Reggie Brady
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Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.
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