The 7 deadly sins of email marketing

You don’t want your emails to end up in your customers’ spam folders—or worse, never make it to their inboxes at all. Follow these tips for email success.

It’s a harsh reality: When it comes to email marketing, your customers hold all the cards.

If they develop distrust in your “from” line, there’s nothing you can do to get them to open the email.

Worse yet, if they ignore your messages over the long haul or label your emails as spam, it will hurt your future deliverability to other customers.

Here are the top seven email sins that tick customers off:

1. Forgetfulness

You can’t let customers think your company has forgotten who they are or what they like.

You have to create a great customer experience, and that requires including some personalized information in emails. That doesn’t just mean using a customer’s name. Customers need to see that you remember what they like and that you tailor messages to their preferences.

It’s also critical you not stray from what you originally promised the customer when she signed up. You must be consistent—but not unoriginal—about the type and frequency of the content she signed up for.

2. Greed

Has your send frequency increased over time? If so, is that in line with what customers originally signed up for?

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