Posted by Jay Wilkinson

Mistake #2: Not Knowing Your Audience

A while back, I got an email from Banana Republic: “Two days of top savings, 30% off women’s tops, sweaters and more.”

Oh boy, was I the wrong audience for that—clearly not the target audience. I had someone say to me once, “Well, how do you know they didn’t send that knowing that you have a wife and a daughter? Maybe that’s why you got it.”

And my answer to that is if they really knew me, they’d know that I am not qualified to make a decision on purchasing a top for my wife or my daughter. It’s not a skillset that I possess. I might buy a gift card, but I’m certainly not going to pick out a top, make the wrong choice, and send it to them.

Before you send an email to anyone, the key is to know whom you’re communicating with and then only send that person relevant information. You’ll do your organization a disservice if you send the wrong information to the wrong subscribers.

Want to know more? Make sure you don’t miss the other parts of the “6 E-Newsletter Mistakes to Avoid" series:
Part One, Part Three, Part Four, Part Five, and Part Six