When Email Marketing Won't Work
4. You only have 10 (or so) people on your email list. Any good marketer will tell you that a challenge is really an opportunity. The truth is when your list is small, you may not show immediate ROI on the time and expense it takes to create and send an email campaign. Does that mean it's not working? Depending on your goals it might. However, by communicating with even the smallest list consistently, you'll be able to keep those subscribers on your list for the long run and put in place practices that will pay off as your lists grows.
5. Your entire marketing list was bought, consists of your personal contacts or was acquired through some other questionable means. To me it's crazy that I even need to address this issue, but I still get inquiries around this topic constantly. If your "subscribers" haven't opted in to receive your emails directly, you shouldn't be emailing them. In other words, you're pretty much starting from square one. That doesn't mean that you won't get to a point where email marketing will generate the revenue you need, but you can't expect it to in the way an opted-in list will. You'll end up damaging you reputation and putting too much effort and expense into a program that's not generating results. Just stop, don't do it.
Email marketing is a powerful channel that can take your company to the next level. As with anything, you'll only get out what you put in. Developing a strategic plan will help you create a successful program in the long run, instead of a short-term crash and burn. (I'll spare you another Lamborghini analogy.)