The document discusses common mistakes made when using email marketing and provides tips to avoid them. It notes that while email advertising can be effective, inexperienced marketers often do not get results because they make mistakes. Specifically, it outlines that using low quality lead lists, having an inadequately written sales letter, and using email software that lacks proper functions are common errors that should be avoided. Following best practices like using targeted, fresh leads, writing attention-grabbing headlines and conversational copy, and selecting software with personalization and design tools can help improve open and response rates.