Stop Shouting at Me.
Since when did we as business people decide that having conversations was too much work?
Instead of discussion with our customers and the community we decided that SHOUTING at the world was the "latest and greatest" in sales-marketry... That being annoying was a great replacement for providing value to the community around us.
(If you see the guy who switched the playbook let me know so I can slip him over the border into North Korea.)
I want a lifetime ban on boring HTML newsletters. They just suck.
At least pretend to know my name. I feel like the other side of a bad date. Like I am being used for just another number in your "see my 10 gabillion readers" quest for encyclopedic nonsensery.
And here is the ironic part about the craziness of your bad content:
I really want to be inspired by what you have to say to me. I want to get a rush of adrenaline and nod my head at the end of each paragraph as you rock it out. That's what I want from our conversation.
Instead, you think that your fancy picture (which I have now officially deemed "Lame 2009 Clipart" or L2C for short) does a better job of telling me what you really want me to know.
Here's another paradox: We all hate the loud dude in the office who just won't shut up (which is usually me). But then we turn around become the sales people of the world who fight fearlessly for our loud and impersonal emails that just do the same thing.
We need to stop thinking about emails as sales tools and more as conversation tools.
If you wouldn't kick down your customer's door and start spitting sales facts in his face in person, then don't do it with your emails.