I mentioned in a previous post how OCD I get before I send an email to Triberr mailing list. Email Marketing is a game best suited for detail-oriented individuals, and I am far from it.

So the only way I can get through it is by checking, then re-checking, then re-checking, then…

In keeping with this week’s theme (Email Marketing), I printed out a infographic and posted it on my wall that outlines the most common email marketing mistakes and how to fix them before you email thousands of people.

And yes, those weird “drawings” around the checklist are my office walls painted with the monsters from Where Wild Things Are. Check it out, it’s pretty cool.

But I reckon you’re more interested in the checklist. Here it is, print it out or keep it handy for your convenience. I’ve found it to be incredibly valuable.


The infographic mentions the plain text version (No 2), which is really important because many email gateways look for it. If it’s not there, that is an indicator that the email may be spam.

Also, the pictures are the first thing users see and tend to click on, so those pics better lead to a valid AND correct link.

I’ve made that mistake before :-)

Last but not least, I want to bring up something that’s directly related to the email checklists, and I find it fascinating.

The “Sorry ’bout That” mass email

One of the more sleazy examples of how email marketing can be used is by making a “mistake” on purpose so that the “correction” or “sorry ’bout that” email can be sent. It’s what they call a twofer in the radio biz.

It works like this.

You send the first email and wait to see who opens it up, then you build a custom list made up of people who haven’t opened your email and send them the “corrected” email. And because you start out with an apology you:

  • Capture their attention
  • Build good will
  • You show you’re human (humans make mistakes)
  • and you humble yourself before them

All in the interest of making a sale.

What a sh*tty tactic that is.

  • Have you ever received the “Sorry ’bout That” email?
  • Did you recognize it as a tactic?
  • Would you ever do something like that to make a sale?