Good, Bad & Iffy

March 17, 2009
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One of the most popular sessions in our Panel of Peers events is the Good, Bad & Iffy campaign reviews – for those who haven’t played, we show examples from well-known companies and ask marketers to critique them. These critiques are very subjective as the examples we offer typically have good, bad and (occasionally) ugly elements all wrapped up in a single piece of HTML.

My thoughts immediately went to these Panel of Peers sessions while reading Curtis Jackson’s article What are the top 10 e-mail marketing mistakes? His top ten list included an array of common mistakes – but three of these ten focused on email content. Specifically the offering of non-relevant content, being imbalanced (too text heavy or graphic heavy) or being too sales-y.

To make sure you don’t fall into these traps, ask yourself how you would feel if you received your campaign. Bring in other members of your team – marketing, finance anyone to help provide additional perspective and provide campaign suggestions. For the ultimate insight, nominate your campaigns for the Good, Bad & Iffy campaign reviews at our 10th Annual Panel of Peers Conference.


One of the most popular sessions in our Panel of Peers events is the Good, Bad & Iffy campaign reviews – for those who haven’t played, we show examples from well-known companies and ask marketers to critique them. These critiques are very subjective as the examples we offer typically have good, bad and (occasionally) ugly elements all wrapped up in a single piece of HTML.

My thoughts immediately went to these Panel of Peers sessions while reading Curtis Jackson’s article What are the top 10 e-mail marketing mistakes? His top ten list included an array of common mistakes – but three of these ten focused on email content. Specifically the offering of non-relevant content, being imbalanced (too text heavy or graphic heavy) or being too sales-y.

To make sure you don’t fall into these traps, ask yourself how you would feel if you received your campaign. Bring in other members of your team – marketing, finance anyone to help provide additional perspective and provide campaign suggestions. For the ultimate insight, nominate your campaigns for the Good, Bad & Iffy campaign reviews at our 10th Annual Panel of Peers Conference.

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