There’s a reason marketers are still talking (and asking) about email. The first permission-based digital marketing channel, email remains the highest driver of ROI. It’s one of the earliest touchpoints to introduce your brand to customers.

But effective email doesn’t just happen. It takes data-driven decisions as well as a thoughtful touch: a perfect blend of data and emotion.

To master this balance, we’ve assembled 50 tried-and-true tips to guide you. If you’re just getting started with email — or if you’re looking to improve what you’ve already built — this book will help you create email that both resonates with customers and proves its own value.