1. Telling lies - I was recently approached by somebody (it's a fairly common template that people use) that they had checked out all our content and that they had a fabulous match of our company to their product. When I pushed them on why they thought this I got a product pitch. When I pushed again, he never responded. He had never actually done any research!
2. Being Manipulative - There is a whole industry on how to right titles that will increase open rates. You might increase open rates but if you are being manipulative, then people will just delete the emails.
3. It's all about You - Most emails today give the same message, you the best, which is exactly what everybody else says. Classic corporate marketing, which people just ignore as noise.
4. Being to Salesy - Nobody wakes up in the morning and says "I want to talk with a salesperson" and the last thing you want is a product pitch.
Social is a change of mindset.
Email marketing is growing in popularity and prevalence—but that doesn’t necessarily mean that marketers know what they’re doing. It’s as possible as ever to sink a lot of money into an email marketing campaign and get nothing out of it whatsoever. This can happen for a few different reasons—poor tracking and lead capturing, unclear goals or email content that doesn’t deliver any benefit to the reader. An even more fundamental and common problem is that marketing emails never get opened in the first place, either winding up in spam folders or in the trashcan.