Twelve keys to exceptional email campaigns: 1. Get permission. 2. Keep the frequency reasonable. 3. Respect people's privacy. 4. Design for deliverability. 5. Check to see that it's all getting through. 6. Test. 7. Define your value proposition. 8. Segment your list. 9. Personalize if you can. 10. Get mobile, get social. 11. Survey your readers. 12. Stand out from the crowd.