--- title: Mistakes we all make on email marketing but ... should you continue to? description: How to create effective email marketing using an editorial calendar, storyboarding and other copywriting techniques. --- [![aplite-logo.png](https://landing.saltedstone.com/hs-fs/hubfs/Aplite/aplite-logo.png?width=209&name=aplite-logo.png "aplite-logo.png")](https://www.rusticfurnitureboston.com/email-design) [![Get Started](https://no-cache.hubspot.com/cta/default/2676636/afc0d40c-5a50-49bb-9d58-b4fb7978fb8c.png)](https://cta-redirect.hubspot.com/cta/redirect/2676636/afc0d40c-5a50-49bb-9d58-b4fb7978fb8c) [Ë](https://www.rusticfurnitureboston.com/scraper-test/mistakes-make-email-marketing-continue-to#mobile) # Email Design Support Guide [**](https://www.rusticfurnitureboston.com/scraper-test/mistakes-make-email-marketing-continue-to#cos-search) By [Vicky Marrack](https://www.rusticfurnitureboston.com/scraper-test/author/vicky-marrack) • června 29, 2012 # Mistakes we all make on email marketing but ... should you continue to? - [Content Creation Strategy](https://www.rusticfurnitureboston.com/scraper-test/tag/content-marketing-strategy) - [content writer](https://www.rusticfurnitureboston.com/scraper-test/tag/content-writer) - [editorial calendar](https://www.rusticfurnitureboston.com/scraper-test/tag/editorial-calendar) - [website copywriting](https://www.rusticfurnitureboston.com/scraper-test/tag/website-copywriting) - [Rebuilding Your Website](https://www.rusticfurnitureboston.com/scraper-test/tag/rebuilding-your-website) - [Toronto Copywriter](https://www.rusticfurnitureboston.com/scraper-test/tag/toronto-copywriter) - [tangible words](https://www.rusticfurnitureboston.com/scraper-test/tag/tangible-words) - [website storyboarding](https://www.rusticfurnitureboston.com/scraper-test/tag/website-storyboarding) - [Email Marketing](https://www.rusticfurnitureboston.com/scraper-test/tag/email-marketing) Has this happened to you? I just received an email in my inbox. It came up on my iPhone with the headline and one sentence of topic. I could also see who it was from. **Here is what it looked like:** **Company Name:** XYZ Widget **Subject line: **"50% off ..." **Email** **Description: **Here's how to....(I stopped reading) **How much money do you think it cost them to send this email:** X cost of email delivery service and setting it up = $25/month, plus $50 to manage the list X cost of uploading the content X cost of writing the content - 5 hours = WASTE OF MONEY. I never read it. Unless it was going to a much more targetted list (which I was misplaced onto)-they aren't going to make ANY money on this -- in fact, they've only lost money, and lost a potential customer because they haven't encouraged me to start paying attention to them and their email marketing. In fact they've just told me that I don't need to pay attention to them! A perfect example of using copywriting tactics without purpose. And yes, as small businesses, even I'm guilty of it sometimes. If I have to send an email without having done a plan of which emails I'm sending to X target audiences on a scheudle in advance, sometimes I might send a "LAZY" reactive email such as because I know a little bit about copywriting tricks (so do spammers by the way) but spammers don't know a lot about copywriting CONTENT. Messages matter as much as language and delivery. If you don't have an editorial calendar and you don't have a content strategy - you are WASTING money on online marketing. You'll never get it back because: 1) You don't have an email **[editorial calendar](https://www.tangiblewords.com/blogging-series-planning-your-business-blog-with-an-editorial-calendar/)**. 2) You loosely know you want to send an email at X rate of frequency, but you haven't planned what your going to SAY in each of those emails (**[Storyboard](https://www.tangiblewords.com/why-and-how-storyboarding-makes-your-website-a-better-sales-tool/)**ed: X target Market, X offer, X incentive, X action, X value for my target audience, = X response) 3) Your using my e-newsletter as a way to connect with my target audience and you feel guilty if you don't do it frequently enough so you react and impulsively send one without thinking about #2 and #1 critical factors. **So here's how I responded to this email:** There's this nice little feature on my iPhone that allows me to open up my email, select "Edit" quickly delete all of the emails which I know immediately that I don't want to or have to read. Hence, I looked at XYZ Widget's email, promptly hit delete and actually rewarded myself for not encumbering myself more with useless information. I'm working in my inbox. I don't want to buy anything right now. I run a mean, lean and profitable business - I am permanently in a state of "I dont have any money for you." So if you try to sell to me by an email with this kind of hard sell headline, I actually feel good about ignoring you. I don't keep garbage with my filing system. How many customers do you think might feel the same way as I do or react the way I do? Do you react this way when you see an email? Instead - how to use email marketing more effectively? Give them information that is focused on what their daily problems are. Emails that talk to me about my immediate problems - I go to. I make time for. I watch webinars and read videos, and occassionaly, I buy from people who know me, and my challenges and who have credibility or authority that they know what my problems are--so I see spending money with them as an investment. (Not just because they termed it an investment!) **Are you burning bridges or forging relationships with your online communications?** FREE Editorial Calendar and Content Strategy consultaition session until July 15th, 2012. Contact **[us](https://www.tangiblewords.com/contact)** today. mistakes-make-email-marketing-continue-to [![DRAFT (4).png](https://www.rusticfurnitureboston.com/hs-fs/hubfs/DRAFT%20(4).png?width=500&height=500&name=DRAFT%20(4).png "DRAFT (4).png")](http://rusticfurtnitureboston.com) #### HubSpot Contact HubSpot 25 First Street Boston, MA 02113 597-376-3756 #### Keep in Touch ### Subscribe to Our Blog