Sometimes the key to success is understanding what to ignore when it comes to best practices.

By ignoring some fundamental email rules we were able to create engaging emails.

We varied email delivery based on mobile/desktop. File sizes for each were still far higher than suggested. With a target that is accustomed to consuming data this was not a problem. Open and click through rates soared above industry standards as we created eye catching animated emails. With the file limit bump, the team elevated what can be expected in an email, and subscribers looked forward to design forward surprises.