Today the success of your messages is not measured by playground popularity, a trip to the Principal’s Office or even just being ignored by your peers. It is measured by whether your customers read you…or delete you. You need every advantage on your side as you approach customers with a message. At this point your “average” customer receives hundreds of e-mails daily - some they want, others they didn’t know they wanted until they got them and still more that just take up space. It is critical to realize that on the typical day you are not just competing with your competition - you are competing with the other noise that exists in your customer’s in box.