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We’re big fans of email newsletters.  They are a potent marketing tool when managed properly.  It’s not hard to do and you don’t need a lot of technical skills to implement your own email marketing campaign.

There are a host of different email marketing applications available.  Some, like www.ymlp.com and www.mailchimp.com have free versions available.

If it’s so easy, why do so many businesses still get it wrong?  I had a speculative email yesterday from a local pub-come-restaurant.  This particular hostelry hasn’t got the best customer service reputation in town.  So no, we probably weren’t going to rush out and book a table for their Christmas party night.

So what made this email such a major blunder?

  1. It was sent from their normal email address, using the BCC (blind copy) facility.  That makes it looks amateurish at best.
  2. They didn’t use an opt-in list, so it wasn’t targeted in any way.
  3. Instead of putting the Christmas party information on their website to encourage traffic, they sent two attachments with the email.  Would you risk opening a file like that?  No, nor did I.

OK, these are common mistakes and can be forgiven.  But the biggest blunder of all … their mailbox is full!  Any email responses simply bounce back with a message saying … ‘Mailbox disk space quota exceeded, please try again later’.  They clearly didn’t come to WORD-right.

Blog post by Joy McCarthy

And if you’re wondering how I know, I replied immediately asking to be removed from their mailing list.  But suppose I wanted to make a booking …

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