Contrary to what some people have been yelling about email marketing being dead (they’ve been saying this for a few years now), it is very much alive. I love getting messages in my email box that are relevant to my wants and needs — note the keyword here is relevant. And you probably do too.

But I’m still amazed at how many companies “get” email marketing, yet still make missteps along the way.

Here’s a good example. I fly a lot. And it’s been wonderful to be able to access email and the web when we’re soaring along at 30K feet. This year I’m mostly flying Delta because of project location and their inflight WIFI is with GoGo Inflight.

Service with GoGo can be purchased per flight, for a 24 hour period or with a 30-day pass. I get the 30-day pass because it’s the most economical for my needs. So I was happy to get an email reminder that my current 30-day pass was expiring.

But here’s the problem. There wasn’t a single link in the email that would allow me to click through to their website. Oops.

That’s a mistake you can prevent in your email marketing. Make sure you think about your message from the customer’s perspective — what message you want them to understand and what action you want them to take. It will help you get better results and might just create some raving fans in the process.

What are you missing with your email marketing efforts? Are you letting money walk out the door? Put an end to that right now. Hop on over and get my free email marketing tips here.

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More on this topic:

1. Tap Into Your “Old Customer” Gold
2. No Email Marketing Is Not Dead
3. Email Marketing From Your Favorite Cookies — Keebler Nails It
4. Five Tips for Improving Your Email Campaign Results
5. Errors In Marketing Copy Make Your Business Look Stupid