There’s a great article over at Hubspot that talks about “16 Things People Really Hate About Your Email Marketing” and it’s a good read. I especially liked:
The content of your email — whether the copy itself or the offer you’re promoting — should be something the email recipient actually wants to receive. And you would know what they want to receive if you’ve spent time collecting lead intelligence, segmenting your email lists based on that intelligence, and mapping the appropriate content to each segment of your list.
What some email marketers do, however, is email blast a 10% off coupon for dog food when half of their email list only owns a cat. If the content you’re sending out won’t be helpful to everyone on your current list, slowly back away from the ‘Send’ button, and refine the list to which you’re sending your email.
If you want me to stay subscribed, keep it relevant to my interests!
This just in from Return Path:
Over the course of the past five weeks, spam campaigns have been aimed at the staff members of over 100 ESPs and gambling sites. These targets have received emails typically with content that mentions the staffer by name, and purports to be from a couple, presumably friends or co-workers.
The phish message has been sent numerous times, over several different systems, including using the facility of some ESPs, using online greeting card sites, and by way of a botnet. Sources confirm the list of addresses is very small (less than 3,000 addresses) and aimed 100% at staff responsible for email operations.
The message links to a site that contains a particularly nasty payload. I received one myself and deleted it as I thought it was harmless spam so the attack is going after email infrastructure providers in addition to ESPs.
Click through to the Return Path article for security advice in regards to this attack.