To celebrate the release of our new guide “A-Z of Email Marketing,” we’re spotlighting a few of our favorite letters. Today’s 2016 email marketing tip comes to you courtesy of the letter “Y.” For the full alphabet of tips (26 of them to be exact) download our guide! In my last post, 2016 Email Marketing Tip: “E” is for Engagement, I talked about the importance of engagement when it comes to the health and success of your email marketing program. Watching your engagement metrics teaches you a lot about your subscribers, but don’t let that be the only time you keep them top of mind. It can be all too easy to get caught up in the metrics (clicks, opens, unsubscribes) and forget who you’re actually communicating with. You have to remember the person behind the email address. When you put your subscribers’ wants and needs first, great engagement will result! As our resident email marketer expert, Jill Guest, explained in our latest video, “…you (as an email marketer) have a much clearer idea of who your recipients are and what they expect and need from your email program. There will always be internal pressure to push a certain product or “sell, sell, sell” and while you have an obligation to your team to try and make that happen, you also have an obligation to your subscribers to maintain that trust that you’ve built with them. You have to be careful not to push too hard and you have to honor what they’ve indicated in their preference center. It’s important to remember that if you don’t advocate for your subscribers, there may not be anyone else who will.” Are you sure you’re adding value to your subscribers’ inbox? Whether it’s a friendly reminder of an upcoming holiday (Father’s Day is Sunday, June 19th this year!) or a list of recommended articles they may want to read (based off of what links they’ve clicked on in previous emails), you can win the hearts and trust of your subscribers by sending mail that shows you care about who they are as a person and what kind of content they like to consume. For more tips on how to avoid email marketing mistakes and delight your recipients, watch Jill’s full video Email Marketing Manners.