Top 20 Mistakes Made by Email Marketers And How You Can Avoid Them this Holiday Season
By Megan Ouellet, Director of Marketing for Listrak
September 23, 2009
Sending email is easy. Engaging subscribers through highly targeted and relevant email campaigns is tricky. Before you ramp up your holiday email schedule, take the time to examine your current procedures. Even the most diligent email marketers fall victim to common mistakes - mistakes that can destroy your reputation, turn off your subscribers, ruin your ROI, and hinder future sales opportunities.
When done well email is your most effective, cost productive channel. However, people are becoming more protective of their inboxes. This means you're faced with greater challenges in your email strategies than in any other distribution channel. No one is going to complain if a television commercial that isn't relevant to his needs interrupted his favorite show, or an advertiser placed a six-page spread in a magazine that he had to flip past to continue reading an article. But if your emails aren't relevant and timely your subscribers will complain by unsubscribing from your list or reporting your messages as spam - even though they requested to receive the information in the first place.
Listrak, an innovator in the email marketing industry and the email service partner to companies like The Islands of the Bahamas, Hitachi, and Motorola, has published the following white paper discussing the 20 most common mistakes made by email marketers, and what you can do to avoid them. Once identified, the mistakes are easy to fix and doing so will greatly improve your email campaign performance.