When they say that a free guide or eBook is included

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So stop that “To whom it may concern,” “Dear Sir,” or worse, “{INSERTFIRSTNAME}” salutation and start using actual names. “…years and years of sifting through emails has conditioned people to discard anything that doesn’t come from a recognizable friend or family member and/or doesn’t open with a personalized greeting. Any message that doesn’t refer to the recipient by name is getting discarded—period—never to be pondered again. You have to be on a first-name basis with your recipient.

That’ll get you in the door, so to speak, and leave the recipient open to reading your message.” -Dan Forootan (How Important Is Personalization To Your Email Marketing Campaign?) If you’re using an email marketing software, check if you’re typing the correct CY Lists personalization shortcodes. You wouldn’t want your subscriber to end up with a “Dear ,” or again, {INSERTFIRSTNAME}. Misleading content in marketing emails You promised something good in your subject line. Now you make sure that the content justifies it. I’ve been subscribed to HubSpot for quite sometime now, and they never fail to keep their promises.  expect that a download link is included in that email—and expect that it’s really free.





HubSpot Email Content Just like the subject, avoid using spam trigger words like “prize,” “free,” “bonus,” “buy,” and “order.” Instead, use persuasive words like “because,” “you,” and “imagine.” You can use HubSpot’s The Ultimate List of Email Spam Trigger Words to know what to avoid. No call-to-action Unless you’re doing a personal email and just want to say hi, you need a call-to-action. The very reason why you’re marketing through email is because you want to sell something, or perhaps you want your readers to benefit from you. The point is you either want to give, or you need something—usually both. Make your intentions clear by putting call-to-action. And guide your audience on what to do—until the very last step.