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When done correctly, email marketing can achieve a higher ROI than any other direct marketing method. Unfortunately, most companies mishandle their email marketing campaign, causing them to lose subscribers and earn low conversion rates. Most times, the mishandling of email marketing is due to one of these 7 deadly mistakes.

1. Buying your email list—While it sounds tempting to instantly buy a list containing thousands of subscribers, doing so comes with several drawbacks. Most importantly, it makes you a spammer. If you don’t have permission from the subscriber to email them, doing so is a violation of the CAN-SPAM act. And even if it isn’t spam, you’ll never receive the response rate you want because your list isn’t hand-built and highly targeted. Quality of subscribers is much more important than quantity.

2. Not offering quality, useful content—Firing off one advertisement after another is a surefire way to lose subscribers. Obviously, you want to market your products and services, but you also need to provide your readers with quality content they can benefit from. Think of it like a magazine. Magazines have advertisements, but they also give their readers great content. Balance the two properly to receive maximum results.

3. Emailing too often—A 2005 DoubleClick survey found that many people identify spam as “email from a company I have done business with but that comes too frequently.” So, even if you aren’t technically spamming your subscribers, emailing them too often will create the perception that you are. Experts recommend contacting your subscribers no more than once every 4 days.

4. Ignoring timing—When you hit the send button is one of the most important factors in your email marketing campaign. You want to make sure you’re sending your messages at a time when your target audience is around and when they’re able to take action. Segment your list according to geographic location, and determine what time of day your customers are likely to buy what you sell.

5. Linking to your homepage—Perhaps the biggest reason for a poorly performing email marketing campaign is the lack of linking to targeted landing pages. I can’t tell you how many times I’ve come across links in emails asking the reader to take action (e.g. save 25% off sweaters today only) with a link to the home page. If you’re running a promotion on sweaters, link to a landing page that contains only your sweaters. Your readers don’t want to dig around your website looking for the offer.

6. Using spammy subject lines—Of course, you can’t expect to be successful with email marketing if your messages never reach your subscribers. Avoid overuse of spammy words and phrases in your subject lines. Common examples include: Make $10,000 today, Change your life forever, Buy now, etc.

7. Not proofreading your messages—Unless you want your company to look like a joke, proofread your messages before you send them out. Typos and poorly-worded sentences create an unprofessional image of your company.

Have you made any of these email marketing mistakes? Which mistakes would you add to the list? Share your thoughts in the comments.

Email marketing is still one of the most profitable forms of marketing available at your disposal. But to run a successful email campaign, you must have a good list. It’s as simple as that.

Here are 10 easy ways how to build your email mailing list.

1. Place signup forms on every page — Your website visitors can enter on any single page of your website. That’s why you need to have the signup form on every page so they see it whenever they enter.

2. Make sure the signup is above the fold — According to this recent study, web users spend 80% of their time looking at information above the page fold. This means, your signup form needs to be visible without the user needing to scroll down to get to it.

3. Explain the benefits of signing up — Don’t just put up a signup form without having anything attached to it. You need to let visitors know what’s in it for them if they sign up for your email list. Something as simple as “Signup today to get exclusive deals every week” works just fine.

4. Tempt people with a giveaway — George Carlin once said people will do anything you ask just as long as you give them a gadget or some freebie. Same concept applies to getting email subscribers. Offer them a free eBook, whitepaper, or instant coupon for signing up.

5. Have a print signup list everywhere your company goes — If you have a physical storefront, have a way for customers who come into the store to join your email list. You can also take signup lists to trade shows, conferences, and other events you attend.

6. Make it easy to share your email newsletters — Your email newsletters should have “forward” links and social media sharing links within them. This allows your subscribers to spread the word and raise awareness for your email list.

7. Promote your email deals on social networks — Let your followers know what deals you’re offering to your email subscribers and provide a link where they can sign up and take advantage of the exclusive deals.

8. Include a signup link or form at the bottom of your blog posts — Don’t just put the signup form on your main website, have it on your blog as well. You can create a smaller version of a signup form and place it in the signature of every blog post.

9. Try different forms and placements — Test. Test. Test. You never know how one simple adjustment can change everything. Using a different style for your form or moving it from one side to another really can affect the number of signups you get.

10. Have a signup link in all email correspondence — Place a signup link and call to action in your email signature. This way, whenever you’re emailing back and forth with clients, they’ll see your offer and be tempted to sign up.

Do you have a strong email list? How have you attracted so many subscribers?