Email marketing is all about priorities. There are only so many hours in the day and only a set number of pounds in the budget! So how do you decide where to spend your time and money most effectively?

One way is to really understand how your recipients are viewing your content. At a basic level, this includes identifying whether your recipients have images turned on or off by standard (on average, it's off). But, at a more advanced level, you may want to start putting a bit more thought into things like mobile and tablet rendering.