This is a transcript of the 2008 video holiday message to readers of this site's blog and newsletter. Catch the original post and video rendition here. And you'll find Kipling's original words here.


IF you can keep your head when all about you
Are losing theirs and blaming it on spam,
If you can build trust when many would doubt you,
And make allowance for that doubt when you plan;
If you can wait and keep frequency down,
when your boss is demanding more mails,
Stay patient til the message you've found
Keeps readers happy and generates sales;

If you can design - and not make design your master;
Adapt your code for mobile and desktop
If you can meet Outlook without a Disaster
And render just fine on iPhone and laptop;
If you can bear to see the words you've spoken
Blocked by firewalls, spam filters and tools,
Or watch the images you send out, broken,
Disabled by users and ISP rules;

If you can make one experience with all you send
And test and learn from every report,
If you can focus on value, rather than trends
Yet start all over if it all comes to naught;
If you can force your heart and nerve and sinew
To serve your readers when others cry "sell"!
And hold their interest with all that you do
Building out loyalty with the story you tell;

If you can talk with crowds and keep their attention,
' Yet speak to each reader one-by-one
If you can woo and impress with creative invention
And count all your opens, however that's done;
If you can engage the unforgiving reader
and win the click, and all that comes after,
yours are the rewards of an industry leader,
And - which is more - you'll be an email marketer!