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12 Common Mistakes in Email Marketing
Don't you simply adore these wonderful lists that spell out the potholes folks typically fall into when they set about accomplishing a task? I do. Especially when I'm about to embark on something as significant as an email campaign. A tidy collection of DONT's makes it hugely easier to catch yourself before you take an obvious misstep and tumble down some weird rabbit hole just like Alice. Except Alice landed in an interesting place and learned a few things.
I gotta tell you - when you fall into one of these holes, you don't wind up in a very interesting place (although you certainly can wind up learning from your mistakes, but who wants to waste that kind of time and money?). So how do you keep your head above ground? Just pay attention to these mistakes of email marketing, and you'll find yourself smiling like the Cheshire Cat!
Several years ago, my clever friend Roy Williams created a list of the 12 common mistakes advertisers make. With his permission, I've taken his sound ideas and recast them to apply to your email campaigns. Email marketing is, after all, a form of advertising. But it goes beyond conventional advertising, because it is also your principal pathway to building a long-lasting relationship with your customers. You really don't want to mess that up, do you?
I thought not. So let's look at these mistakes, one by one (you can remind yourself as you read each item, "This is a mistake - don't go there").
I recently heard a great saying: Intelligent folks learn from their own mistakes; wise folks learn from the mistakes of others. Now you've got all 12 of the most frequently made mistakes in email marketing, and you're in a great position to learn from them. So go, Grasshopper, and be wise!
i All quotes from "12 Common Mistakes Advertisers Make." A Power Point presentation by Roy H. Williams.
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