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Email Worst Practices
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- Using outdated or incorrect images.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.
