05/05/08
	5 Email Marketing Mistakes
	1.	Not having permission. Your recipients should have requested getting info from you, which will mean better open and click results and fewer spam complaints and other legal issues.
	2.	Not checking reports. When you view the results of any email campaign, you can see who's opening what, note trends and adjust future campaigns accordingly.
	3.	Not checking for typos, grammatical errors or sense. Spell-checking is a must, of course, but also it pays to step away from your email marketing message and then read it again at a later time to make sure it is getting your proper point across. You'd be surprised at what you catch after a few hours.
	4.	Making it all about you. Most recipients really don't care if you've hired a new associate or received an award--leave those things to your PR. Your email marketing always should feature something of value to your readers, or else they will be more likely to hit delete or opt-out.
	5.	Not testing first. As we've learned (oh yes, we've learned!), not only can HTML emails look different, depending upon which email program is used to view them, but you also can catch typos that somehow you've missed before. So always test, test, test!
View WHY Xtra tips from previous weeks.