Effective Email Marketing: Avoid These 3 Pitfalls

Email marketing is a tricky line of business. Over 88 percent of companies surveyed by Forrester were reported to use some form of it in 2011, but marketers who fail to follow effective protocol may do their business more harm than good.


Overinforming your customers is a bad move in any medium, but it can be even worse you’re your email strategy. It’s the quickest way to get them to click an unsubscribe button or turn up their spam filter.

Illegal Sending

The CAN-SPAM act has made sending unwanted email to Canadians illegal since 2003, but that doesn’t mean that all U.S. states and territories are also a free-for-all. Many state laws used CAN-SPAM as a model for their own. California, for example, has a mostly identical 2003 law allowing mail service providers to sue to enforce their policies.

Bouncing Mail

Undeliverable mail is an inevitable part of email marketing. Accounts are deactivated and IP addresses are blocked on a regular basis. But if you have a bounce rate higher than 1 to 2 percent, you might want to scan your list and conduct some research to find out what’s making your customers bail.

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