Brand-killing E-mail Mistakes
Make sure your opt-in lists consist solely of subscribers who have given you permission to send them specifically the type of message that you will be sending them.
7. Is viral marketing providing you just desserts?
You likely have heard again and again that, as far as Internet advertising and communications are concerned, there is no such thing as a free lunch. But when your e-mail communication content is so compelling the recipient forwards it to his or her friends, you get your just desserts as that person promotes your business—brand and all—to others with like interests. This can be an incredibly powerful tool, especially if through all of the forwarding, the message's look and feel remains intact and viral tracking is available.
Beware, however, if you intend for your recipients to forward HTML or rich media through the "forward" button in standard e-mail software like Outlook. You are taking a chance that the message could break, showing improperly displayed graphics or even raw HTML code in place of content. Instead, have a link built into the message that will take recipients to a page where they can enter the e-mail addresses of people they'd like to forward the message to. Then have your system generate a fresh message for those addresses.
8. Your customers think you're a spammer, and you don't know it.
Your company or agency may have multiple independent departments or divisions (as well as multiple employees within those groups) that touch customers, partners and investors via e-mail communications. Without communication between these departments, you might end up with inconsistent messaging and branding, and no control over message frequency to each individual.
Your customers may be receiving many more e-mails from your company than you think, hence their impression of you as a spammer—or at least inconsiderate of their requests or needs. Since building an in-house list is expensive and time consuming, the same consideration applies to assuming that since they are already customers, they are willing to receive e-mail.