Email marketing presents several pitfalls to companies as evidenced by Forrester Researchs findings that only one out of 63 email marketing programs gets a passing grade in terms of methodology. The Forrester report identified some of the common mistakes that businesses make when using email as a marketing tool. Among the most common are putting content below the fold and giving users a difficult time to unsubscribe. Other issues include sending out emails to the wrong database or vertical. Marketers should double-check their messages before sending them out. Most marketers also tend to forget adding a call-to-action button so that email recipients can respond if ever they are interested in the offer. Companies should also avoid asking prospective customers too many questions as this may discourage them from proceeding with the process of signing up. Marketers also make the mistake of buying a list, instead of building their own. Email lists for sale are usually already flooded with unwanted messages and the email marketing message may be regarded by the recipient as spam. Marketers will also do well in checking in with their customers periodically and treating each customer as unique. Another pitfall is when marketers send emails with attachments. Such messages usually go to the spam or bulk mail folder. Marketers should also not completely trust emails that are sent on their behalf. It would be best to sign up for the affiliates email offerings to check what they are sending out.