Myth Busters: Loren McDonald on “Free” in Subject Lines, Ideal Frequencies, and More

Many marketers, novices and seasoned vets alike, have fallen prey to a few misconceptions when it comes to e-mail. In this occasional series, E-mail Essentials asks experts to set us straight regarding common myths. Here, Loren McDonald, vice president of industry relations for solutions provider Silverpop, separates the fiction from the facts about several key e-mail marketing issues.

Myth: Using a word like