Consider what data you might share with your readers to develop a sense of intimacy or help them learn about their own behaviors.

For example, Spotify uses data to demonstrate how well they know their users. These unique messages feel “one-of-a-kind” because they are. Each user receives a message with personalized data and insights around their own actions.

9. You talk too much about yourself.

How to Break It: Send an email, just because.

It can be easy for messaging to get a little out of balance. After all, your marketing efforts are intended to make your audience aware of the value of your products and/or services. But to become a brand that people identify with in a meaningful way, you need to do more than just keep them updated on your latest deals and features.