Chad White said this quote

Given the reality of limited time and resources, best practices provide a valuable, low risk, default starting point.

~ Chad White

Marketers and executives are very different from the average consumer, so your instincts may mislead you.

~ Chad White

Best practices are particularly valuable to those who are unfamiliar with email’s unique, often confusing rules.

~ Chad White

Best practices are those practices that generally produce the best results or minimize risk.

~ Chad White