There are plenty of articles about the "dos" of e-mail marketing. Here's a look at the flip side: The things you don't want to do in your e-mail campaign.
1. Don't load the copy, push "send" and move on
We've all got a lot on our plates, and it's easy to be trigger-happy with the send button. Have you received
e-mails with misspellings or odd formatting? It makes you think twice about the marketer.
Take time to proof your e-mails before they go out. Run a spell-checker, and make sure the format looks the way you expected it to in the top e-mail clients (e.g., AOL, Outlook, Eudora). Also, review list selection, and verify any personalization rules.
2. Don't include lots of broken links
Broken links are too common—a major cause of reduced response. A study by e-mail marketing software and services firm Silverpop found nearly half of all e-mails contain errors such as broken graphics or raw HTML code. Even when earlier versions of AOL and Lotus Notes (which has always been problematic) are eliminated from results, more than 18 percent of HTML e-mails had some rendering problem.
Set up test accounts with the major online services, and see for yourself how your campaigns display.
3. Don't ignore spam filters
The deliverability maze can be so overwhelming that it's tempting to just ignore the topic. If your messages don't get through, they can't drive revenue. Use a content checker to scan your subject line and body copy to improve the odds that your mail won't be filtered out. Most e-mail service bureaus offer built-in content checkers. Plus, there also are free online resources to test your message before it goes out.
Here are two that offer content checkers:
Submit test versions of your e-mail, and these services will provide a free evaluation of your campaign and indicate what might trigger a filter.