The Email Experience Council is the email marketing arm of the Direct Marketing Association. They recently sent out a mailing that demonstrated what not to do when sending email, including:
- sending out multiple copies of an email to the same recipients
- sending offers from a third party to recipients who did not opt-in for third party mail
- sending mail from a unrecognized address
- sending an offer of no interest to many of their recipients
In addition to the email mistakes, they also made some serious marketing mistakes, such as
- leaving out the branding
- leaving out personalization
The execution of this mailing was abysmal.
I have no direct experience with the EEC, but if they are truly leaders in the email industry, then they will use this experience with email gone horribly wrong as an example. There are lessons here, for the EEC and for all email marketers. Ideally, those lessons will be learned and shared in detail so that other marketers will not repeat these mistakes.
Other articles on this: BeRelevant, Ken Magill, EmailKarma, EEC.