Exceptions to the "No Scroll" Rule

So, I have no new direction with this blog. I'm afraid the solution is multiple blogs. But, in the meantime...

This evening I went to a presentation on e-mail marketing. It's something that I do at Sunshine and something that we, meaning Sunshine, and I could always use to improve.

One of the biggest lessons we have more recently taken to heart is the "no scrolling" rule. The rule simply states that whatever promotional, information, event-driven e-mail you send out should not required the recipient to scroll the page in order to view the most important information.

After the presentation, a couple of the other attenders and I spoke about what that has meant for our respective organizations or companies. Each of us seemed to have a story about how we overhauled our e-mail blasts, which accommodated this rule. BUT, each of us could also think of an e-blast or two that we enjoy that IS long and that we do actually spend the time to scroll through.

For me, the e-newsletter is ePistle. And now, I'm going to make a little plug for it. ePistle is published by the Evangelicals for Social Action. The organization is closely tied in with Sojourners. Putting aside any reactions to Sojourners or Jim Wallis (I'll have you know I'm a fan of the man, but like 75% of the stuff published by his organization.), ePistle presents insightful, multi-generational, relevant articles which apply the Christian faith to all sorts of everyday topics. The newsletter also takes readers the sites of non-profits that are taking a unique approach to a problem, blogs, upcoming conferences, speakers, motivators... Needless to say, I highly recommend that you check out ePistle.

The presentation attenders and I couldn't figure out what the common denominator was to these rule exceptions other than their content was "interesting" to us. Maybe you can help me out. Do you receive any periodic e-mails for companies or organizations that don't abide by the "no scroll" rule, but you have chosen to forgive them and, even more, fiercely condone the behavior? If so, why have you pardoned them?