For all the marketing rules you follow, breaking a few can wreak havoc on the results of your campaign. Review these pitfalls you can't afford to make (or repeat).
- Ignoring the “reply-to” address -- Most ESPs offer a Web mail program and email address to collect responses to a message. The goal is to keep your inbox clean (and not inundated with out of the office replies) after sending a message. It also serves as another layer of protection against spammers. The problem is that most people forget the “reply to” address isn’t coming to their inbox and don’t check the Web mail account. While you instruct your recipients to contact you at a specific address, it doesn’t mean they won’t just hit the “reply” button.
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Don’t slack on testing – We can’t say it enough. Always, always, always test the message. Even if you tested last week or last month, test it again.
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The trap of complacency – Whether you use the same old HTML template or ignore updating your list, complacency can leave you behind the curve with stale campaigns.
Do you have a mistake that you want to share? Send your worst email marketing mistakes to Gold Lasso or share them on our Dot Email forum.