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stupid-email-tricks

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Adam is telling marketers: "Don't use email like a stupid person."

Perhaps the market will take care of it. Consider this post from Marketing Sherpa"

#1. Open rates are slipping unexpectedly. Open rates for HTML campaigns to house lists from legit mailers had been holding fairly steady for the past couple of years. Now, according to data from both MarketingSherpa and Doubleclick's separate research efforts, opens are sliding down faster than expected. (How much depends on your niche, frequency, and deliverability savvy.)

#2. A June study by Lyris Technologies revealed 100 consumers were likely to mistake legit messages (even from big brand name companies) as phishing scams if they were badly laid out text-only or had HTML code errors (happens more frequently than you think.)

#3. I automatically delete the dozens of emails I get per day "from" financial institutions and the world's fave auction site without looking at them because I assume these are all scams. And I bet you may do the same.

If the effectiveness of HTML e-mail drops, perhaps companies will stop, in Adam's words "sending big complex branded HTML email". Reading the article further we find Marketing Sherpa's publisher's first tip"

Tip A. Higher quality production values

Dooh!
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