Everyone who knows me and who has ever spoken to me about email marketing knows that the one thing that I preach over and over again is that ‘content is king’.

It is the content that keeps people opening your email each time and it is the content that ultimately prevents people from unsubscribing because they feel like they are getting some ‘value’ by spending time reading your email.

With that being the case, it’s pretty obvious that your first few emails to a new contact are vitally important because, as they say, ‘you never get a second chance to make a first impression’.

None of this is earth shattering and it’s all pretty obvious, but I guess maybe it’s not obvious to everyone….read on…!

I recently made a purchase at a Tiger Direct store and got an email asking me to confirm my subscription to their mailing list. (Good job so far Tiger Direct!)

After confirming my subscription, I got an email with the subject “Welcome to the TigerDirect.ca Stores List”.

Here is a full unedited screenshot of the email:

No need to check your eyes because this email is actually blank.

I’m all for brevity in a welcome email, but this seems a bit extreme!

I’d say this is an epic fail of the ‘content is king’ principal. I wonder if the next email I get will be blank, too? If it’s one thing I need more of cluttering up my inbox, it’s totally blank emails!