Forgetting to set up the “from” line. 

Speaking of testing, I have tested various “from lines”. I’ve used “James Pollard”, “The Advisor Coach” and “James Pollard @ The Advisor Coach”.

I’ve found that “The Advisor Coach” works the best for me, but a big insurance email marketing mistake is not setting this up in the first place. When this happens, the person on the receiving end sees something like “no-reply@xyzfinancial.com”. 

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