You work hard to ensure your content delights—don’t send it off to die in the bowels of your clientele’ inboxes. Incorporate tools that give your email the legs it needs to grow.

8. You use personas to make assumptions.

How to Break It: Demonstrate intimacy.

As marketers, we have to make assumptions. We can’t possibly know each of our audience members intimately. While segmentation and building personas is important to delivering relevant content, today’s consumers are expecting you to know more about them than ever.

If you can’t demonstrate intimacy, you’re going to fall short. If marketers aren’t using segmentation by now, they’re at least aware of the tactic and how other organizations benefit from it. While developing personas and lists to send more personalized messages is a step in the right direction, we can take action to further personalize our content and show readers we’re paying attention—and that we’re listening.