"There are a lot of things that can go wrong with email marketing—broken links, typos, unoptimized images—the list goes on," writes Magdalena Georgieva at the HubSpot blog. But on the other hand, she notes, marketers shouldn't focus so intently on small technical details that they lose sight of the big picture—of customer engagement.

Keeping in mind the need to tread the thin line between email right and wrong, Georgieva discusses David Meerman Scott's deadly sins of email marketing.

Here are four:

Bad marketing automation. The positive benefits of personalization will turn quickly negative if your message begins Dear [blank]. No subscriber thinks you sat down and wrote a personal offer—but she can reasonably expect that you'll get her non-personal personalization correct.

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