From the Editor:

Fall is coming! We've got our hands full with back-to-school events on, Halloween and Christmastime campaigns in prep. With so much depending on your marketingcampaigns, there's never been a better time for to step up your email campaign.

This month we've got five posts on email-y subjects ranging from bounces to subject lines to psychology, all ready to get your Fall campaigns on track.

Subject Lines: Recognition, Expectation and Affectation

Recognition, Expectation and Affectation are the trifecta of subject line writing. Recognition is important for trust, expectation for desire to open and affectation is that last little pop that makes them want in. In this post KentC. discusses recent research on subject lines, and how these three factors can improve your open rates.

Reward your readers, right? Wrong. In this post KentC discusses how rewards may actually be harmful to long-term performance, according to studies from Lepper et al. in 1973 and Curry et al. in 2009.

Cognitive Dissonance in Email Marketing

Cognitive dissonance is an interesting tool for any marketer, and in this post we go over several different ways that you can use cognitive dissonance in email marketing.

Back to Basics: Understanding Email

Ever wonder why we build email the way that we do? In this post we go over the basics of email, including why we use local images, why we use inline CSS, and more.

We all know the best practices for avoiding getting caught in spam filters, but how do spam filters really work? In this post we dive into bayesian filters, white/blacklists, databases and more.

From the Net:
Smarter Bounce Management Rules With Engagement

Mailchimp is an ESP (Email Service Provider), which means that they have to deal with a LOT of bouncing messages. In this post they explain how they clean hard bounces, how hard bounces occur and how IT admins who don't stick to industry standards can hurt, rather than help, their efforts to reduce unwanted email.