Went to an EDM Campaign strategy presentation today. One of the key takeaways (apart from focusing on dynamic subject lines, clear calls to action and obvious branding) was to apply the 60-30-10 rule. That is, focus 60% of your effort on acquiring the right data, 30% on the message and 10% on the creative design. The most compelling message is only compelling to the right person. No point flogging Nike Foamposite Lite Kryotonates to a pensioner. Even if they were released in 2009.