AVOID not testing ---or testing and not recording the results of--- email campaigns and services. Not only test the quality of your email marketing efforts but also the effectiveness of the bulk email service as well.
AVOID not consulting with a professional or not reading literature on effective email campaigning, especially if you are new to email marketing. Many bulk email services provide free literature to anyone who visits their website.
AVOID not researching customer reviews prior to using bulk email campaign services. Ask the saying goes, “Forewarned is forearmed.”
AVOID not keeping your email list clean: pay attention to unsubscribed and “bounced back” emails and promptly REMOVE THEM.
AVOID purchasing suspicious full-right, leased, or rented email lists. Make sure you know how xyz obtained their email lists; only purchase or rent email lists if the source has a credible and strong track record of satisfied clients.
AVOID not having a schedule to send email campaigns on a regular basis; not too often or not enough. Again, testing is needed to evaluate the frequency of when your emails go out through by bulk email service.
AVOID not being revealing exactly who you are. Let people know who you are and how and why they received your email.
AVOID inching toward stepping over the line by being over-zealous and impatient to make a sale. This behavior can lead to spamming (sending emails out too frequently) and could result in the cancellation of your account with your email campaign service provider.
AVOID not including something free. Give people incentive to stay on your list and reward them for taking the time to read your email by giving them something for free. This could be an e-book, free subscription to magazine for a limited time, or anything else simple but appealing you can think of to show your customers you appreciate them.
AVOID not providing a sense of urgency in your email campaigns. If you are sending emails to your subscribers on a regular basis, it is fine to lead them to a price break on a product or service on your website without nagging about it or (heaven forbid) putting in a PRICE with a dollar sign on the item within the email.
AVOID not providing reassurance of confidentiality, e.g., “We do not sell or rent lists to third parties” in your emails and on your website.
By avoiding these things in your email marketing campaigns you will build a strong and long-lasting relationship with your customers and your bulk email service provider.
The people who pay attention to what to avoid in email marketing campaigns and email service provider agreements leads to trust, credibility, and consistency of their sales.
You can be one of them.
