According to Kyle, one of their founders, “It’s all about all the wild stuff in the world and what you should be doing this coming weekend. And the purpose of it is to send you into the weekend. It doesn’t drive sales. It’s for nothing but creating a valuable experience with our customers. And we’ve done that every Friday for six years. That’s part of how we build a real relationship with our customers.”

10. You don’t use double opt-in.

How to Break It: Send double opt-in confirmation emails.

When a user subscribes to your email list, you might think assume they want to read your content every week (or day depending on the type of email they signed up to receive).