Apr 09
Ignorance is (Not) Bliss
Not using a friendly “from” name in the sender line, just using an email address. Using an exclamation point in subject lines. Not having a welcome email. Hiding the email opt-in on your Web site. Using single-large-image emails. Lazy is as Lazy Does
Using and not optimizing the default system-generated text (converted from your HTML version) in a multi-part message. Not asking for basic preferences such as “HTML versus text.” Not including a preference center. Too many required fields in opt-in forms. Not performing good list hygiene. To Error is Human
Bad links. Typos. Forgetting to change a placeholder subject line or message content to the real one. Using outdated or incorrect images. Sending the test message to the entire list. Sending recipients to the wrong page or “Web version.” Bad, Forrest! Bad!
Scraping email addresses off the Web and adding them to your database. Hidden or difficult unsubscribe process Sharing email records within your company or outside vendors without permission. Disregarding preferences. Buying a list (as opposed to renting quality lists) - (Hint: If it comes on a CD:ROM, run Forrest, run). Playing musical chairs with ESPs in an attempt to outrun your bad sender reputation.