Two Email Marketing Mistakes That Brands Make

Challenging the status quo so your subscribers start converting

Richie Crowley


Photo by Efe Kurnaz on Unsplash

What do Progressive, State Farm, and Geico have in common?

That’s easy — Flo, Jake, and Martin, the talking green gecko.

Round 2, what do Eight Sleep, House of Wise, and Olipop have in common?

Matteo is the founder of Eight Sleep, Amanda is the founder of House of Wise, and Eli is the Director of CX and retention for Olipop.

Each of these individuals is a recognizable face for their respective brands. You can find them on Twitter engaging with customers, handling inquiries, and endearing strangers to their brands.

We all can learn a lot from how they use the bird app, especially their social listening and engagement.

It’s not often we get to meet and interact with the individuals operating the brands we buy from. When we do, our consumer trust in the brand increases and we begin to develop a loyal relationship that transcends buyer-supplier.

This recognition unlocks value.

It can also unlock access.

Mistake #1: Sending emails from your brand name

If I were to email you today, my name would display in the sender field. As you scan your inbox you’d recognize my name and open my email.

My name unlocked your attention.

Most brands fail to understand this.

Most brands send emails from their brand’s name and not the person actually constructing the email and pressing send. In a full inbox, next to mail from friends or savvier email marketers, these messages are opened last, if at all.

If we know that recognition unlocks access then why aren’t brands sending emails from, well, humans?

The marketing leaders we all learn from are. Some even send from multiple people.

When Anna from Revue, Mary from Pearmill, or Charlotte from Privy email me, I…



Richie Crowley

Slowly building an audience by publishing original thoughts and ideas only when I have something of quality to say.