White walks you through 120 essential e-mail marketing rules-of-thumb, or in his words "the rules that separate great marketers from good marketers."
And the trip is eye-opening.
Encyclopedic in scope, Email Marketing Rules covers everything you ever wanted to know, and leaves out the hucksterism that normally pollutes books of this sort.
Rules aside, the glossaries larded throughout the book make it worth reading. So does the concluding chapter, "The Future."
My sole criticism of White's book: I couldn't read it 20 years ago.
Five stars for Email Marketing Rules. Buy it. Read it. Keep it handy.