12 Email Marketing Mistakes To Avoid [New Report]

While I was working at营销Sherpa,we published营销Sherpa’s Dirty Dozen: Email Newsletter Mistakes Nearly Everyone Makesas a lead generation offer for the 2008Email Marketing Summit. At the time, I thought that this was a valuable document that could help companies recognize and change their less than stellar email habits. Three years have passed, and I’m inclined to believe that theemail mistakesthat were most common then are still rampant today.

We all make mistakes, and my recent blog posts on the topic ofemail marketing challenges, objectives and tactics have generated comments from our readers highlighting perceived errors by HubSpot's marketing efforts, primarily the perception of too frequent emails.

这里有"Dirty Dozen"我对每个人的简短评论及其与您的当前相关性email marketing efforts.

Mistake #1:Blatant Lack of Permission- Companies still try to get around the permission issues in search for the quick buck. That’s a big mistake.

Mistake #2:Utterly Deficient Segmentation- Content relevancy is the number one issue for the email marketer. Without segmentation, you have no real relevancy.

Mistake #3:Lame ‘Welcome’ Messages- We still receive far too many lame welcome messages. What a wasted marketing opportunity.

Mistake #4:Frequency Decisions Made for the Wrong Reason- 营销人员在频率问题上一直处于持续的斗争中。

Mistake #5:Institution-to-One消息- The debate on how to personalize company emails is ongoing. It’s all about testing.

Mistake #6:No Real Interactivity- Interactivity is not only for social media. Email was once the relationship building medium, and it still can be.

Mistake #7:Deliverability: Content, Formatting & Lack of Self-Advocacy -如果有的话，交付性甚至比几年前更大。

错误8：Designing Images That Appear as Red Xs- Getting HTML images to appear for those who have images turned off still requires that they turn the images on. It’s the text vs. HTML debate.

错误9：Disregarding Your BlackBerry and Mobile Readers- The number of mobile readers has exploded since 2008. Thank you iPhone and Android. It’s more important than ever to make your email mobile reader friendly.

Mistake #10:Repeating Ad Types——旗帜失明email newsletters is more prevalent than ever.

Mistake #11:Collecting Bad Response Rates- You need good analysis to determine the effectiveness of your email. That’s always been the case.

Mistake #12:Relying on Email Only- 仅依靠电子邮件的最后一个错误是在社交媒体革命的曙光中写的。这是唯一一个有点过时的人，但仍然值得注意的是，仅依靠一种策略从来都不是一个好的计划。

If you’re interested in finding out more about theDirty Dozen: Email Newsletter Mistakes Nearly Everyone Makes, you candownload a free copy. We’ve updated portions of it with data from MarketingSherpa's 2011 Email Marketing Benchmark Report. What we’ve kept is the wisdom.