Test, test and test again.
- Spencer Kollas, StrongMail

View your campaigns through the eyes of your recipients. Test out your from name, subject line, creative, call-to-action, etc on subscribers who are *not* in your office or affiliated directly with your product/brand.
- DJ Waldow, Bronto Software

"Focus on reducing opt-in friction by testing and optimizing preference centers and other points of data collection – new signups will be especially critical to your business in 2009."
- Nicholas Einstein, Datran Media

Predictions for 2009:
1. Preheader text will be used by the majority of email marketers.
2. More email marketers will launch preference centers, giving subscribers more control of the content and frequency of the emails they receive.
3. Marketers will experiment with videos embedded in emails.
- Chad White, Smith-Harmon