What goes wrong.
BUYING A LIST
Converts badly, generates complaints, damages reputation, and breaches the rules in most places.
SENDING THROUGH HOSTING
Hits sending limits, no bounce or unsubscribe handling, damages the server's reputation.
NEGLECTING AUTHENTICATION
The most common and most fixable cause of poor delivery.
INCONSISTENT SENDING
Three messages then six months of silence. Subscribers forget you and the next send performs poorly.
ONLY EVER SENDING OFFERS
The list stops opening, and then the offers reach nobody.
NOT TESTING
Broken links and failed merge fields that cannot be undone once sent.
IGNORING BOUNCES AND COMPLAINTS
They compound, and deliverability collapses gradually.
MAKING UNSUBSCRIBING HARD
Produces spam complaints instead, which are far worse.
NO CLEAR ACTION
A message nobody acts on.
SENDING FROM AN UNMONITORED ADDRESS
Losing the replies, which are frequently the most valuable response.
MEASURING OPENS ONLY
Opens are unreliable. Clicks and sales are what matter.
