Email newsletters – ezines – can be a powerful way to build a relationship with your clients and prospects by communicating with them
right there on their computer.
But if you abuse the easy access, low cost and immediacy of email, you
run the risk of losing trust in the marketplace. Here’s a tongue-in-cheek look at how to do it wrong:
1. Send your newsletter as a 10MB attachment, explaining it’s got beautiful graphics…that’s why it’s so large.
2. Send your newsletter to people who don’t even know you.
3. Send your newsletter out every six months so people don’t remember who you are.
4. Don’t put unsubscribe links in your newsletter. After all, people might actually leave if you do that!
5. Make people log in to your website (using a username they can’t remember) to unsubscribe from your newsletter.
6. Fill your newsletter with promotions instead of useful information.
7. Send your newsletter to a list of names you bought from some website somewhere.
8. Keep sending newsletters even to people who don’t want them. You’ll make them change their mind, right?
9. Send your newsletter to people who likely have no interest in knowing you at all.
10. Send your newsletter with just any old content in it. After all,
it doesn’t matter what you send as long as you send something, right?