Saying "mistakes happen" after you realise you have sent a message with an error in it to thousands of recipients does not provide much consolation to email marketers. Yes, mistakes do happen. But that doesn't mean you shouldn't do everything you can to minimise them. Fortunately, with a little forethought (and proofreading) you can head off the most-common email marketing mistakes.

Dynamic offers are ideal opportunities for brands to introduce personalisation into their email marketing strategies. In fact, nearly half of marketers (46%) plan to do this within the next 12 months. Rather than presenting static offers, dynamic campaigns enable marketers to tailor message content to individual users based on behaviour and other criteria.

While more consumers crave highly personalised and tailored customer service, they are also very sceptical of how businesses collect and store personal data, according to new research. The international study from Verint Systems shows that concerns around data privacy and security remain at the top of the consumer agenda.

Scammers have attempted to infiltrate the IT systems of hundreds of firms, the Solicitors Regulation Authority has reported. In an update published today, the regulator said it has seen increasing reports of attempted cyber crime and warned solicitors to be wary of falling victim.

A man swapped work email IDs with his wife for two weeks after accidentally discovering how patronising and obstructive some people could be when they think they are "talking" to a woman online. Two weeks on, his initial fear was confirmed and he hated the experience of discovering how people are more respectful to men, and less so to women.

When you market your product to the wrong demographic, your email ROI will decrease, and so will the most important email metrics. Your email marketing list needs to be fresh, relevant and accurate enough to increase engagement levels and turn prospects into buyers. With the integration of multi-channel marketing, it has become even more necessary to maintain an email list.

BuzzFeed has asked a news agency to provide it with ten years of email correspondence to help it defend an $11m defamation action. British news agency journalist Michael Leidig is suing BuzzFeed in the US over an article which described him as "The King of Bullshit News," alleging that many of the stories provided by his agency -- Central European News -- were false.

"Arguably the biggest change under GDPR is around accountability. The new legislation creates an obligation for companies to understand the risks that they create for others, and to mitigate those risks. It's about moving away from seeing the law as a box ticking exercise, and instead to work on a framework that mainstreams privacy considerations throughout your organisation."

One of the largest spam operations in the world has exposed its entire operation to the public, leaking its database of 1.37bn email addresses thanks to a faulty backup. In addition to email addresses, the holy grail of the spam operation, personal information including real names, IP addresses and physical addresses have also been leaked.

According to the DMA's new "Marketer Email Tracking Study," 47% of marketers believe exclusive content helps to achieve their email marketing campaign objectives. Yet an accompanying survey of U.K. consumers found that only four percent want exclusive content from e-mail pitches. Not surprisingly, consumers are looking for deals.