Are you not seeing the outcomes you anticipate out of your electronic mail advertising campaigns? Questioning in case you are making errors that is likely to be hurting your electronic mail conversions?
A variety of entrepreneurs fall into the lure of organising an electronic mail advertising marketing campaign, however not making use of the best methods to achieve their targets.
On this article, I’ll share the commonest electronic mail advertising errors bloggers, entrepreneurs, and even consultants make that sabotage their electronic mail advertising’s success. I’ll additionally share recommendations on how one can appropriate them.
Earlier than we get to the record of frequent electronic mail advertising errors, right here’s a fast primer on why you need to keep away from electronic mail advertising errors in any respect prices.
Why Keep away from Electronic mail Advertising and marketing Errors?
A giant advantage of utilizing electronic mail advertising is that just about everybody makes use of electronic mail. In actual fact, 50% of on-line adults use electronic mail.
Electronic mail advertising additionally provides the best return on funding (ROI) in comparison with all different advertising channels. To be particular, electronic mail advertising can make you $42 for each $1 you spend money on an electronic mail marketing campaign. That’s an ROI of 4,200%!
It’ll be foolhardy to not have an electronic mail advertising technique as a part of your bigger advertising technique. Nevertheless it’ll be even riskier to run an electronic mail advertising marketing campaign riddled with blunders. Errors is not going to solely value you money and time but additionally flip away potential clients ceaselessly.
Listed below are a couple of necessary statistics that spotlight why you need to keep away from electronic mail advertising errors:
All in all, electronic mail advertising is just too important to be ignored. However extra importantly, shoddily achieved electronic mail advertising poses extra risks than not operating one in any respect.
Subsequent, let’s go over the commonest electronic mail advertising errors and recommendations on find out how to keep away from them.
14 Frequent Electronic mail Advertising and marketing Errors You Ought to Keep away from
- Getting Off on the Mistaken Foot
- Not Having a Clear Name to Motion
- Not Assembly Your Buyer Expectations
- Not Trying Skilled
- Utilizing Cliche and Gross sales-Heavy Language
- Ignoring Your Cellular Customers
- Utilizing Too Many Photographs
- Not Making Web site Signups a Precedence
- Beginning Electronic mail Advertising and marketing Late
- Taking part in the Numbers Recreation
- Not Realizing When to Disconnect Automation
- Ready Till I Had ‘Sufficient’ Subscribers
- Letting the Haters Dictate My Electronic mail Technique
- Having the Mistaken Mindset
1. Getting Off on the Mistaken Foot
Congratulations! Somebody simply subscribed to your electronic mail record.
So what are you going to do subsequent?
In case your reply isn’t ‘instantly ship them a welcome electronic mail,’ you’re lacking a golden alternative.
By far, your most learn electronic mail would be the first electronic mail you ship to your subscribers.
Why? As a result of it’s despatched when readers are most engaged with you. They simply subscribed. You’re recent of their minds. They keep in mind you.
Welcome emails can increase your electronic mail advertising metrics, too. In line with analysis:
As quickly as somebody indicators up on your electronic mail marketing campaign, you need to ship them an electronic mail that explains who you’re and what they will anticipate from you. Welcome new subscribers to your electronic mail record. Introduce your self. Inform them what’s forward.
Your welcome electronic mail units the tone for all emails to comply with and performs a significant position in future conversions. Listed below are a couple of welcome electronic mail examples so that you can take inspiration from.
There’s nobody proper method to ship a welcome electronic mail. Some are lighthearted and humorous:
Some are extra simple {and professional}:
Regardless of the way you compose them, all nice welcome electronic mail templates have 3 frequent components:
- Welcome your reader.
- Introduce the reader to the writer or your small enterprise.
- Set the stage for what’s to comply with.
If you realize find out how to write a welcome electronic mail that does these 3 issues, your electronic mail marketing campaign shall be off to an amazing begin.
For extra inspiration, try these welcome electronic mail examples that construct belief with subscribers.
2. Not Having a Clear Name to Motion
An awesome advertising marketing campaign wants an equally good name to motion (CTA). That is true whether or not you’re speaking a couple of touchdown web page, a weblog publish, or a enterprise electronic mail.
And not using a CTA, you’re leaving it as much as your viewers to determine what you need them to do. Your readers are undoubtedly good, however that is asking an excessive amount of of them.
So earlier than you compose your electronic mail, begin with a transparent imaginative and prescient of its objective in thoughts.
What consequence would you like?
Do you wish to promote a chunk of content material you’ve written? Do you wish to inform the reader of an upcoming launch or occasion? Do you wish to make a sale?
Concentrate on getting the copy, photos, and electronic mail design proper to information your readers to this aim. Then, earlier than you ship the e-mail, ensure your name to motion is evident, engaging, and factors the reader in direction of the end result you hope to realize.
So how do you make a nice name to motion? Listed below are a couple of recommendations:
Make Your CTAs Straightforward to Discover
Don’t bury your CTAs in your electronic mail content material. Use vivid colours, daring textual content, or giant buttons. Show it prominently in order that it stands out from the remainder of your electronic mail. If needed, A/B take a look at the CTA button colours to see what works finest for you.
Right here’s a follow-up electronic mail instance from WPForms with a CTA that stands out clearly from the copy:
Use the Proper CTA Phrases
Phrases are highly effective. In case your CTA is boring or obscure, readers might skip proper over it.
Use motion phrases like ‘learn extra’ or ‘purchase now.’ Use urgency. Pique your readers’ curiosity.
Don’t Muddle the Message
Like so many issues in life, there could be an excessive amount of of a superb factor. When you’ve got a number of calls to motion in a single electronic mail, your message can simply change into muddled.
As an alternative of taking the motion you needed them to take, readers will take no motion in any respect.
Repeat the Message
When it’s applicable, repeat your CTA greater than as soon as.
All the good gross sales pages apply this method to make it simple on your target market to click on on a desired CTA irrespective of the place they’re on the web page.
You’re making an attempt to make it as simple as doable on your reader to go straight from the e-mail to a touchdown web page or a product web page. Repeating the CTA a couple of occasions permits your reader extra alternatives to note and work together with it.
Right here’s an ideal instance from Nood:
3. Not Assembly Your Buyer Expectations
Let’s be sincere.
In case your emails aren’t assembly your buyer expectations, they’re going to unsubscribe out of your electronic mail record.
And if that occurs, even the finest electronic mail copy on the earth received’t matter. Your persuasive phrases, your superb product, and your compelling CTAs will not be seen as a result of your emails will not be delivered to inboxes.
So how are you going to fail to satisfy buyer expectations?
A technique is electronic mail frequency.
When you promised to electronic mail weekly, however you’re emailing your viewers each day, you’re almost certainly annoying them with too many emails.
Then again, you’ll not meet their expectations if readers anticipate to listen to from you continuously however you electronic mail as soon as in a blue moon.
You may as well fail their expectations of your viewers by going off-topic.
In case your readers anticipate weight reduction ideas from you, ship them emails associated to weight reduction. In the event that they anticipate running a blog ideas, strictly persist with running a blog ideas.
Don’t go off on tangents to debate your current journey to Omaha to attend an weight problems and weight administration convention, if it’s not helpful to the readers.
Electronic mail provides nice advantages to keep up a correspondence together with your clients and maintain your model on their minds. However don’t abuse that chance by being irrelevant and annoying.
Additionally, take note of the timing of your emails.
Many entrepreneurs schedule their electronic mail advertising on autopilot and neglect about it. However generally, it so occurs that your promotional emails can come throughout as insensitive throughout a pure calamity, warfare, or pandemic.
To keep away from adverse publicity, maintain an in depth tab in your campaigns, and don’t ship promotional emails on the flawed time.
Associated studying: 13 Electronic mail Deliverability Greatest Practices to Increase Your Inbox Attain
4. Not Trying Skilled
The online is a sketchy place, so new electronic mail subscribers could be skeptical of latest web sites and emails till they’re confirmed secure {and professional}.
And rightly so.
In case your emails look sketchy or amateurish, most readers will churn instantly. Neglect about conversions, you’ll be lucky if you happen to can maintain them as subscribers.
To keep up professionalism and cease your unsubscribe price from worsening, contemplate the next ideas:
Examine Your Spelling and Grammar
Nothing kills a conversion fairly like a ‘Purchase Now’ name to motion. Proofread each electronic mail earlier than you ship it out.
You should use AI-powered advertising instruments like Grammarly, QuillBot, and ChatGPT to automate your spelling and grammar-checking processes.
Keep away from Inventory Photographs
From the conversion viewpoint, you’re higher off having unique photos over inventory photos. Inventory photos dilute your model character and make you appear like simply one other generic model.
In case you are on the lookout for high-quality photos to make use of in your advertising, listed below are some nice locations to get photos.
Right here’s an instance from Solo on find out how to use unique photos to make your electronic mail visually interesting:
Don’t Embody Attachments
Skilled entrepreneurs don’t embrace attachments of their emails. Know who tends to make use of them, although? Spammers and scammers.
Except you’re attaching a downloadable lead magnet {that a} reader particularly signed as much as obtain, don’t embrace attachments in your advertising emails. And even once you do, it’s finest to offer a hyperlink to your PDF.
Use Respectful, Skilled Language
This can be a no-brainer. Except you’re advertising particularly to sailors, don’t use curse phrases or slang in your emails.
Solely a particular set of audiences in sure niches take pleasure in such language from manufacturers sending them emails. And odds are your viewers in all probability isn’t one in every of them.
Sender repute is necessary, and never simply amongst your subscribers. Electronic mail service suppliers like Gmail, Microsoft Outlook, and Yahoo! have spam filters that flag emails with swear phrases or slang.
5. Utilizing Cliche and Gross sales-Heavy Language
Ever discover the similarities within the electronic mail topics you obtain in your inbox? They’re so comparable, all of them mix in collectively, don’t they?
Use what you see to your benefit. Browse your inbox. What works for you? What sounds tacky?
You would possibly consider your product, service, or content material as being distinctive, however your readers possible see it as simply one other electronic mail that belongs within the spam folder. Except, in fact, you make yours particular.
Many purchasers nowadays additionally use electronic mail spam filters to detect and block emails that sound salesy, cliched, or outright spammy.
So how are you going to keep away from sounding similar to everybody else? Think about the next ideas:
Personalize Your Emails
Right here’s the place many electronic mail entrepreneurs miss the mark: they sound like a TV industrial. As an alternative, write your messages such as you’d write somebody you realize. Be a pal, not a salesman.
Right here’s an instance of a customized electronic mail from emfluence:
One method to personalize your emails is to phase your electronic mail lists into teams primarily based on demographics, buy habits, and different traits. This lets you ship focused and customized content material to particular teams of subscribers.
You’ll be able to obtain this by selecting an electronic mail service supplier (ESP) that gives out-of-the-box personalization options. Right here’s a listing of the finest ESPs for small companies if you happen to need assistance selecting.
Associated studying:50 Electronic mail Segmentation Methods You Want To Use in 2024
Speak About Them, Not About You
As an alternative of claiming how nice your product is, inform your readers what advantages they will reap from it. Make your gross sales centered on what worth you possibly can present.
Shopkick does an amazing job on each of those factors within the following quick and easy electronic mail:
Spare the Clickbait
the sort:
- The 7 Most Complicated Greens of the Previous 10 Years (#4 Will Blow Your Thoughts)
- 5 Folks Who Messed Up The One Job They Had
- 12 Good Items For Your Chihuahua You Had No Concept You Wanted
Apart from being inexplicable, these sorts of headlines and titles are a dime a dozen nowadays. Your emails will stand out much less if their topic traces comply with this drained components.
As an alternative, write considerate electronic mail topic traces. Your readers will respect it, and your conversions will improve.
6. Ignoring Your Cellular Customers
Desire a sure-fire method to ship your electronic mail conversion charges approach down?
Don’t optimize for cellular.
As much as 70% of your readers shall be studying your electronic mail on their cellular gadgets. When you’re not guaranteeing your viewers can learn your emails on their telephones or tablets, you’re making an enormous mistake.
Formatting for cellular gadgets must be easy and clear, with photos and texts which are simply readable on a small display. You may have restricted actual property, and also you don’t wish to make your reader do any extra work than is critical. Hold content material to a single column, and use photos which are no wider than 600 pixels.
Additionally, don’t fly blind! Check your emails on cellular apps to make sure that they’re coming throughout the way in which that you really want them to.
When you’re working with a small group or just don’t have the hours or expertise to create mobile-optimized emails, there are providers that may do that for you. Nevertheless you do it, don’t skip it, as a result of it may make or break your future marketing campaign.
Right here’s a have a look at how The Day by day Dad’s welcome electronic mail appears to be like on cellular gadgets:
Discover how the textual content is readable and the white house is beneficiant.
This can be a mobile-friendly electronic mail constructed for conversions.
7. Utilizing Too Many Photographs
Your first intuition could also be to load up your emails with lovely, eye-catching, skilled footage that can excite your readers.
Whereas this isn’t flawed in and of itself, it’s necessary to keep in mind that lots of your readers might view emails with photos turned off. When you don’t have a plan B, you’re lacking these shoppers altogether.
Plus, bigger photos gradual your electronic mail loading velocity and create a foul person expertise (UX).
This doesn’t imply that you simply shouldn’t use photos in any respect. It simply implies that that you must be even handed with how you employ them. When you use the best alt textual content, your viewer will nonetheless be capable to get a good suggestion of what your electronic mail is about even when the photographs don’t load.
‘Alt textual content’ is textual content that can change a picture if the picture fails to load or is blocked by the service. It’s positioned by utilizing the ‘alt=’ tag contained in the HTML code for the picture. The finest electronic mail advertising providers allow you to add alt textual content with out the necessity to know HTML code.
Nevertheless, even if you happen to’re utilizing alt textual content, an electronic mail with a bunch of huge empty bins with a couple of traces of textual content shouldn’t be going to return throughout nicely to your readers. Go simple on photos and guarantee that all the really necessary messages come by way of someplace in plain textual content, so your readers received’t miss them.
This electronic mail from Airtable has nice alt textual content for the photographs that didn’t seem right here, in addition to an amazing steadiness of textual content vs. footage:
Despite the fact that the photographs on this instance don’t show, the reader can nonetheless see the important thing messages within the electronic mail.
Do Consultants Make Electronic mail Advertising and marketing Errors?
Because it seems, even skilled entrepreneurs go flawed with their electronic mail advertising campaigns generally.
We interviewed 7 prime electronic mail advertising consultants and requested them 1 easy query: “What’s the worst mistake you ever made with electronic mail advertising?”
And so they gave some fairly revealing responses!
Right here’s what every of them must say:
8. Not Making Web site Signups a Precedence
Katherine Pay:I run an electronic mail advertising consulting company. Our bread and butter is in sharing our information and expertise of electronic mail advertising, holistically. While we push for finest practices for our shoppers, there was one factor that we settled for less-than-best with our personal apply, electronic mail signup placement on our web site.
As a consequence of limitations with our earlier web site platform and ESP, we had been solely capable of have our e-newsletter kind within the footer of our web site.
Despite the fact that this signup was a outstanding a part of our footer on each web page, we suffered by seeing solely rare signups. And it perpetually grated on me as I’m a staunch promoter of guaranteeing signup types are simply accessed and visual. I wasn’t working towards what I preached as a consequence of technical limitations!
So, once we went by way of the design stage of our new web site final yr we made positive to incorporate signup on the prime of each web page in an eye catching field. By rectifying this error, we’ve seen our electronic mail signups bounce dramatically in quantity.
With over 18 years of electronic mail advertising expertise and 12 years on the UK DMA Electronic mail Advertising and marketing Council, Kath Pay is considered an business thought chief. You may get extra of her ideas and insights at Holisticemailmarketing.com.
Need to put Kath’s tip into apply by yourself website? OptinMonster makes it simple to create signup on the prime of each web page with our floating bar campaigns:
9. Beginning Electronic mail Advertising and marketing Late
Ian Brodie:I’ve made just about all doable electronic mail advertising errors. Sending out damaged hyperlinks, incorrect dates, flawed costs, and badly formatted emails. I even despatched out a non-public invite to a small group name for 10 folks to 10,000 subscribers by mistake.
I’ve had emails with enjoyable tales in them utilizing celebrities as examples and failed to alter the emails when the celebrities acquired embroiled in all types of scandals.
And I’ve made the error of not monitoring my key emails carefully sufficient and discovering out days later that my most necessary ‘final day’ electronic mail didn’t get despatched out. In consequence, my gross sales took an enormous hit.
However in all probability my costliest mistake was merely not beginning with electronic mail quickly sufficient.
For the primary few years after beginning my enterprise, I invested in search engine optimization, social, and content material advertising. However I simply felt that electronic mail was a bit old school. It took one in every of my good associates to tug me up and inform me what an fool I used to be earlier than I got here to my senses.
I’ve by no means seemed again.
Ian Brodie helps consultants and coaches win extra shoppers by turning into seen as authorities of their fields. He’s the writer of the Amazon Greatest Vendor ‘Electronic mail Persuasion’.
You may get extra of his ideas, insights, and concepts available on the market free at www.ianbrodie.com
Are you making the identical mistake Ian made? Questioning find out how to get began? Learn our newbie’s information to electronic mail advertising.
Want a little bit of a smaller chew? Begin by creating an electronic mail e-newsletter.
Need to know one other of the basic electronic mail marketing campaign pitfalls? Right here’s how Joel Klettke sees it:
10. Taking part in the Numbers Recreation
Joel Klettke: The worst electronic mail advertising mistake I’ve made was approaching it as a numbers sport (e.g., How typically ought to we electronic mail? What number of emails within the collection?). As an alternative, we must be considering by way of:
- Our targets.
- Our viewers’s consciousness stage/level of want.
- The aim of each electronic mail is to assist convey them to some extent of assembly that want.
Too typically, I (or shoppers) would assume we would have liked x quantity of emails, and we’d fill within the ‘objective’ later.
Now, after I method an electronic mail collection, I rigorously suppose by way of what every electronic mail is meant to do and plan out the collection to correspond with how the viewers reacts/doesn’t react. Each electronic mail is engineered to convey them one step nearer to their essential ‘Aha!’ second as a substitute of serving the whims of the advertising group.
Joel Klettke is a conversion copywriter and CRO advisor at Enterprise Informal Copywriting, the place he has helped shoppers like HubSpot, WPEngine, and InsightSquared flip extra guests into paying clients. Comply with him on X.com as @joelklettke.
Electronic mail advertising technical points can derail even the best-planned marketing campaign. That’s why, when you’ve began electronic mail advertising, it’s essential to maintain a deal with in your electronic mail automation workflow, as Jordie van Rijn reveals:
11. Not Realizing When to Disconnect Automation
Jordie van Rijn: Again within the days after I labored at an company, we did a B2B marketing campaign for an insurance coverage firm.
It had a call-me-now button that despatched an SMS to particular person advisors within the subject ‘name this and this particular person.’ Labored like a allure; after the promotion, the marketing campaign was archived.
With an replace of the ESP SAAS surroundings, nevertheless, all operating campaigns had been paused and later activated (with out us understanding), together with this archived marketing campaign.
The marketing campaign had a single loop that labored if somebody went by way of the marketing campaign as soon as. However that, as we discovered, didn’t account for reactivation. Yikes!
So the SMS perform saved on looping, ending up sending lots of of SMSes throughout the evening. One advisor had his SMS field full, and the messages acquired converted to his voicemail, which he then needed to take away manually. Fortunately, solely the inner folks had been affected.
Lesson realized: Be sure you add a ‘cease block’ and disconnect the supply from any automated marketing campaign when you retire it.
Rename the marketing campaign accordingly when archiving and construct in logic that accounts for undesirable looping. Solely skilled electronic mail advertising businesses and consultants be taught all these issues (the onerous approach).
When you’ve got actually skilled assist, they may come clean with the error (and don’t blame the ESP or a ‘technical drawback’).
Jordie van Rijn is a thought chief within the electronic mail and advertising automation house, with over 14 years of expertise. He’s a advisor and on-line advertising speaker at Emailmonday and founding father of Electronic mail Vendor Choice.
Right here’s one other instance of what to not do in electronic mail advertising. It could really feel like there’s a magic quantity that you must ship electronic mail advertising campaigns, however as Jeff Cox discovered, taking part in the ready sport can value you:
12. Ready Till I Had ‘Sufficient’ Subscribers
Jeff Cox: The worst electronic mail advertising mistake I’ve ever made with electronic mail advertising was laying aside sending a brand new kind of electronic mail marketing campaign till I had ‘sufficient’ subscribers signed up for this explicit record.
This error led to an pointless 3-month delay within the launch of our new e-newsletter, which in the end got here throughout the craziest time of the yr. This meant I had a bunch of different priorities competing for time and my contacts’ inboxes had been being flooded by different emails.
After all, you wish to have as massive of an viewers as doable. However if you happen to maintain ready for some magical variety of subscribers, your contacts will neglect about signing up within the first place.
This may result in decrease engagement once you do lastly ship out your emails as a result of recipients received’t expect to listen to from you. As an alternative, deal with following by way of with the dedication you’ve made to your present subscribers and provides them what they’re on the lookout for.
Moreover, many electronic mail subscribers share insightful or fascinating emails with their friends. By ready to ship out your emails, you’re limiting any record progress potential that comes by way of all these referrals.
That’s why you need to begin sending as quickly as doable so you possibly can be taught what your viewers likes and dislikes whereas persevering with to develop your record naturally and maintain your subscribers coming again for extra.
Jeff Cox is a digital advertising specialist in command of US content material at Brevo (previously Sendinblue). Yow will discover him on Twitter at @jeeff_cox.
If you begin with electronic mail advertising, it’s tough to be assured about what you’re doing, and adverse suggestions can put you off your sport for some time, says Joanna Wiebe:
13. Letting the Haters Dictate My Electronic mail Technique
Joanna Wiebe: Listening to the haters and, in so doing, pulling again on sending necessary emails. If you’re operating a promotion, you’ll typically ship as many as 2 emails a day over a brief interval (e.g., 5 days).
Early on, 1-2 folks would reply to my emails with one thing like, ‘Cease promoting to me.’ And I’d internalize that suggestions in a very unhealthy approach. I second-guessed each electronic mail from that time on. That’s dangerous for biz.
So now:
1) I don’t let the individuals who don’t perceive my biz dictate how I develop it.
2) I use segmentation to verify I’m solely sending essentially the most related emails to the best folks, whether or not that’s 2x a day or as soon as a month.
Joanna Wiebe is the founding father of Copy Hackers. She’s written conversion copy for manufacturers like Wistia, Buffer, and MetaLab. She has appeared as a visitor speaker on 100+ worldwide levels, together with MozCon and INBOUND.
Listening to the flawed suggestions is without doubt one of the frequent electronic mail advertising issues, but it surely’s additionally important to make sure you’re speaking to the best folks, as Henneke Duistermaat found:
14. Having the Mistaken Mindset
Henneke Duistermaat: I’ve in all probability made all the commonest electronic mail advertising errors. I’ve despatched emails with typos (even within the topic traces).
I let my record go chilly for a couple of months. I by chance despatched the identical message twice to the identical record. And as soon as I even despatched a welcome electronic mail to individuals who’d been on my record for years.
However all these electronic mail advertising errors really feel minor in distinction to having the flawed mindset.
After I began my electronic mail record, I used to be terrified of upsetting my readers and I used to be distraught when folks unsubscribed. Did they hate my writing? Was I emailing too typically? Was I too boring?
Over time, I realized you possibly can’t please everybody. The emails that convey you nearer to your raving followers are the emails that flip off subscribers within the periphery.
Now, I prune my lists a couple of occasions a yr. Eradicating individuals who aren’t that occupied with listening to from me looks like a superb cleansing job. Plus, I’ve realized to write down for my core followers solely. It’s extra enjoyable for me, and extra invaluable for my subscribers, too.
Henneke Duistermaat is an irreverent author on a mission to stamp out gobbledygook. Her free 16-Half Snackable Writing Course is advisable by consultants as a wonderful instance of an opt-in bonus.
Able to Improve Electronic mail Conversions?
Conversions don’t cease just because you have already got somebody’s electronic mail tackle.
Now you realize the highest electronic mail advertising errors they want they hadn’t made, you’ll be capable to keep away from them in your personal technique.
Subsequent, try our earlier roundups on content material advertising errors and nailing search engine optimization for extra skilled recommendation.
In case you are able to develop your electronic mail record, get began by making a e-newsletter sign-up kind. Be part of OptinMonster in the present day!
Hello, I am a author and content material marketer with 10+ years of expertise. Over time, I’ve helped a number of B2B SaaS manufacturers develop their on-line presence and get extra clients. At OptinMonster, I write about all issues advertising — starting from how-to guides to the best-of instruments that will help you enhance your electronic mail advertising, lead technology, and web site conversion campaigns.
Disclosure: Our content material is reader-supported. This implies if you happen to click on on a few of our hyperlinks, then we might earn a fee. We solely suggest merchandise that we imagine will add worth to our readers.
