BLUE PHOENIX – Email remains one of the most essential and vibrant parts of any essential marketing mix, despite everybody trying to kill it off. Whether you’re iTunes hyping up weekly album deals, a mom-and-pop shop wanting to keep it personal with a small base of customers, or a B2B outfit that supplies corporations with trade show wares, email marketing is a big piece of the pie.
And if it crumbles upon plating, then you’re going to start losing subscribers. If you lose subscribers, then you lose business.
Nobody wants to not make money. But there are a lot of email dispatches out there that might make you think otherwise. Here are the 15 things they are doing that probably undermine their bottom-line.
1. Being impersonal: “Hi. Check out this cool watch!”
2. Attempting familiarity, but still being impersonal: “Hi [Name], Check out this cool watch!”
3. Spelling errors: “Hi [Nmea], Check otu this colo wtach!”
4. Comic Sans.
5. UNNECESSARY CAPS-LOCK.
6. unnecessary lower-case.
7. unnecessarily tiny font.
8. Too many calls to action: Review this CD! Cover that tour! Facebook this viral thing! Post this free MP3 that wasn’t good enough to be on the album!
10. Ignoring multiple unsubscribe requests from individual recipients from a company–this is a great way to ensure the entire company will never want to hear from you.
11. Forgetting unsubscribe links.
13. “I like this! What do I do to get it?” “Beats me because I’m actually not responding to you for a long time now.” [Not responding to someone who does want your product or service]
14. “Wow! A lot is going on in our industry–like events A, B, and C and let me go on a little bit more and go on for a few paragraphs until I get to the end, which is where I tell you about the product or service I actually want you to buy from me and any relevant call-to-actions!”
15. “I know I sent you a blast this morning, but here’s one now–and I’ll send you one a little later, after lunch, and just again, before you leave work. So we’re on the same page!”
This story originally appeared on the Blue Phoenix Network blog; reprinted with permission.