The mistake many businesses make when sending out marketing communications is they don’t look at it from the customer’s point of view. They have a great product and they want the world to know about it. Or there’s some news about the business that is just crying out to be shared, whether your unsuspecting customer cares or not.

That’s fine, but before you press send, sit back, take a deep breath and think:

• Is this information really that vital/useful for your customer?
• If you were the customer, how would you view something like this appearing in your mailbox?
• How many times have you sent a promotional message to that customer this month?

Top Tip: Always look at marketing emails from your customer’s point of view.