Wednesday, September 8, 2010

15 Email "Don'ts"

Yesterday we looked at the 15 "do's" of sending out an email blast. Today we'll look at the 15 "don'ts," once again from

Here are 15 things you should never do (or at least don't admit to them):
  • Don't assume something works
  • Don't convert print promotions directly to e-mail blasts
  • Don't overcomplicate your e-mail creative
  • Don't overmail your list
  • Don't undermail your list
  • Don't make subscribing – or unsubscribing – too complicated
  • Don't try to say too much with a single e-mail
  • Don't silo e-mail – remember your other channels, both offline and digital
  • Don't forget about the landing page
  • Don't assume what worked yesterday will work today, or tomorrow - keep testing and evolving
  • Don't ignore your reports and front line
  • Don't badger the lifeless (by overmailing your non-responders)
  • Don't say everything in the subject line
  • Don't be clueless (by having no call to action)
  • Don't forget to be timely

This is some excellent advice and well worth following. Once again, you can find the full text to the post here.

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