Sometimes the best way to learn how to do something right is to do it wrong. Some people take this even a step further, and base their entire education in contact list management on mistakes they were fortunate enough to have recovered from. We don’t suggest taking this approach. Rather, learn from the mistakes of others. Here are some of the biggest blunders that a good contact management software program can save you from making.

Make Your Subscribers Jump Through Hoops to Find the Exit Door
You certainly don’t want to lose list subscribers, but hiding the door is no way of keeping people from jumping ship. They have a name for this, and in some places it’s called “false imprisonment.” Okay, maybe by having a complicated opt-out or unsubscribe process you’re not exactly holding anyone against their will, but you are violating one of the main tenets of customer relations by making it a nightmare to try to leave. If you so hate the idea of losing list subscribers, consider allowing your readers to subscribe for less frequent notifications. This is where the ability of list management software to fragment your audiences comes in handy, and lets you easily schedule one person to receive only monthly e-newsletters as opposed to weekly.

Don’t Put Much Thought or Effort Into Your Opt-In Page
If you’re using the right list management software program, this mistake is going to be a lot more difficult to make, but it’s entirely possible. Remember, your opt-in web page is the portal where all of your list subscribers have to go in order to sign up to be a part of your email marketing list. This is your opportunity to “sell” prospective customers on the value of signing up for your mailing list. But if you’re determined to learn the best way not to go about recruiting subscribers, fail to include the following:

• A privacy and confidentiality note that assures them you won’t sell their email address and that the information you’re asking them to submit will only be used for internal company purposes.
• Clear instructions on how to sign up, as well as how to unsubscribe.
• Information that speaks clearly about the benefits of subscription without resorting to hype tactics. Stay away from phrases like “If you sign up, all of your wildest dreams will come true.” They won’t. So don’t say that.

Address People as a Group Instead of as Individuals
Your subscribers don’t have to be particularly sensitive to get teed off by the tone with which you address the masses in your e-newsletters and marketing messages. All you really have to do is forget the human element, which can sometimes be easy to do when using an email list manager. Always approach the writing of your marketing messages as if you were composing a speech that you had to read out loud to every single one of your list subscribers. You might even want to consider doing so before hitting the “Send” button. If you sense a condescending attitude in your language, tone it down and make it more friendly. Remember the audience, and remember the medium.