7. Deliverability, content, formatting and lack of self-advocacy. If anything, deliverability is even a bigger issue than it was two years ago.
8. Designing images that appear as red Xs. Getting HTML images to appear for those who have images turned off still requires that they turn the images on. It’s the text vs. HTML debate.
9. Disregarding your BlackBerry and mobile readers. The number of mobile readers has exploded since 2008. Thank you Iphone and Android. It’s more important than ever to make your email mobile reader friendly. Samples can be found online at: http://www.marketingsherpa.com/top12mistakes/study.html 2
10. Repeating ad types. Banner blindness in email newsletters is more prevalent than ever.
11. Collecting bad response rates. You need good analysis to determine the effectiveness of your email. That’s always been the case.
12. Relying on email only. This last mistake of relying on email only was written during the dawn of the social media revolution. It’s the only one that feels a bit dated, but it’s still worth noting that relying on just one tactic alone is never a good plan.
Check out the full article from MarketingSherpa for more details.
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