OK, OK, so I Screwed Up

Despite your commitment to following best practices, you might still commit minor email-marketing sins on occasion. Well, take heart: You are not alone. In a post at the Email Experience Council blog, Marco Marini recounts asking his staff to create a list of the 10 most frequent mistakes they have observed in campaigns deployed by their ClickMail clients.

"The good news," he says, "is that they only came up with nine. And the even better news is that these are all easy best practices to adapt and adhere to."

Here are a few of the reported transgressions:

Sloppy copy. Each and every message should be closely vetted for spelling errors, incorrect grammar or such sins as the notorious use of their when the writer meant they're.

Obscure "from" labels. Choose the name in your "from" line with great care, and once you use it, stick with it. Remember: Subscribers who don't recognize a name in their inbox might delete your message without reading it—or, worse yet, mark it as spam.

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