When I was first hired, our president of sales was still managing our email marketing. Our spam score was really terrible (that’s a whole other story). He thought that by boosting email clicks on one email send he could fix our spam score issue. So he sent an email to our entire contact list — hundreds of thousands of contacts — asking them to click a button to enter to win a $500 gift card. No form fill. No contest. Just click a button in the email which went to a thank you page.

It did nothing for our spam score and we ended up having to completely burn the IP address and start over again.