The essence of strategy is as much about what you don’t do as what you do. It’s the combination of both of these things that allows a business to find a defensible niche in the hearts and minds of their customers.
When it comes to the evolution of email marketing in the new social and mobile world, strategically thinking like this is a must. Businesses basically have no choice but to be social, and owning the don’ts as much as the dos is a critical part of converting fans, followers, and friends into paying customers.
