There are a lot of things that can go wrong with email marketing — broken links, typos, unoptimized images — the list goes on. If we step away from this detail-oriented mindset, however, we can understand and fix some of the bigger issues that are likely holding our email marketing campaigns back.
That’s why David Meerman Scott has identified five deadly sins of email marketing. Read carefully, and make sure you avoid these awful email marketing mistakes!
1. Database Fails
There is nothing more painful than seeing “Dear <First Name>” as the greeting in your email instead of your real name. Oftentimes, this is a result of bad marketing automation and puts an emphasis on the lack of authenticity on the sender’s side. Make sure you are correctly mapping labels (First Name, Last Name, Company Name) to their values. Otherwise, you risk disappointing your community and losing email recipients.
2. Being Boring
“There is no rule that says that when you do email marketing, you have to be deathly boring,” says David. Instead, use exciting language and try to pique people’s curiosity with humor, controversy, or data. “Be somebody who tells a story,” adds David. Grab the reader’s attention with the very first sentence by referring to data or something funny, controversial, or newsworthy.