Drew Nicholson, CEO of OgilvyOne Business, was featured in B2B Marketing this week, discussing common mistakes made by email marketers.

“The nature and perception of email marketing, and regularly unfounded associations with spam, means that from a practical perspective, if someone feels that your email is not relevant to them, or that it is impersonal – or that they simply don’t remember signing up to receive anything from you – then there is an increased possibility that they will mark your message as spam. This directly affects your overall reputation as a sender and can impact your ability to send further emails to all customers, not just that individual one.”

Email marketing can be an incredibly personal form of communication but simple errors and mistakes can make it a futile exercise. Be creative, be distinctive and stay out of the spam folder.