Top e-mail pitfalls…

As common as they are, there is always something new to learn…

Here are some tips of things that you shouldn’t do and was written in an article on B-to-B Magazine that may be of some use when you’re prepping for that next e-mail marketing campaign.

  • DON’T place content below the fold or making it too difficult to unsubscribe.
  • DON’T send the right offer to the wrong database or vertical.
  • DON’T leave off the call to action.
  • DON’T forget about the offline component. Recipients should have multiple ways to get in touch, including a phone number, e-mail address and physical address.
  • DON’T ask too many questions. While it’s important to know who your prospects and customers are, asking too many questions when someone signs up for a newsletter or one-time communication can discourage them from completing the process
  • DON’T buy a list instead of building your own. Your e-mail becomes yet another piece of spam coming into their in-boxes.
  • DO check in with your customers periodically.
  • DON’T treat everyone the same. Each one is special and deserves personalization and customization based on your interests and needs.
  • DON’T send e-mails with attachments.
  • DON’T trust your affiliates unconditionally. E-mail and offers sent out on your behalf reflect on your company and brand. If you have even one over-zealous affiliate you can undo months or even years of good e-mail habits.

By Ken Yeung

Ken Yeung is a journalist fascinated with the tech industry and internet culture. He's currently Flipboard's Assistant Managing Editor, overseeing news curation in technology, science, gaming and health. In addition to his day job, Ken's the co-host of "The Created Economy" podcast, examining the Creator Economy. In a past life, he was a former reporter for VentureBeat and The Next Web, covering tech startups, the industry's innovations and funding.