Despite email being one of the most powerful tools in a marketer’s arsenal, it’s surprisingly easy to get it wrong. Let’s dive into the top five email marketing mistakes and, more importantly, how to avoid them.
1. Overloading the Inbox: Less Is More
The Mistake: You’re emailing like there’s no tomorrow—promos, updates, newsletters, and random thoughts—until your subscribers start ghosting you.
Why It’s Bad: No one likes a clingy emailer. Sending too many emails overwhelms your audience and sends them running to the unsubscribe button.
How to Avoid It:
- Stick to a schedule (weekly, bi-weekly—whatever makes sense for your audience).
- Prioritize quality over quantity. Send something valuable every time, whether it’s a great offer or an insightful tip.
Pro Tip: Segment your list! Not everyone needs to hear everything. Send emails that actually matter to the recipient.
2. Being Too Salesy Without Adding Value
The Mistake: Every email screams, “Buy this!” “Look at this sale!” without offering anything else.
Why It’s Bad: Your audience didn’t sign up to be spammed. If they wanted endless ads, they’d open their junk folder.
How to Avoid It:
- Think of your emails as conversations, not sales pitches.
- Share educational content, behind-the-scenes peeks, or customer stories alongside your promos.
Example: Instead of blasting “50% off!” for your skincare line, try: “Your Guide to Winter Skincare (Plus an Exclusive Discount).” It’s engaging and sells.
3. Ignoring Mobile Optimization
The Mistake: Your beautifully designed email turns into a squished mess when opened on a phone.
Why It’s Bad: Statistics show that up to 70% of email opens occur on mobile devices. If it looks bad, it won’t get read—or worse, it will end up in the trash.
How to Avoid It:
- Use responsive design templates that adjust to different screen sizes.
- Keep subject lines short (aim for 5-8 words).
- Make buttons large enough and tappable—no one wants to zoom in to click a link.
Pro Tip: Test your newsletter on multiple devices before hitting “send.”
4. Weak Subject Lines
The Mistake: You’re just running your little business and think to yourself – I’m not a copy writer, it’s ok, I’ll just send something, it’s better than nothing and then you write something like: “Newsletter #27” or “March Updates” which doesn’t exactly scream, “Open me!”
Why It’s Bad: If your subject line doesn’t grab attention, your email won’t even get opened. That’s a wasted opportunity.
How to Avoid It:
- Use curiosity, urgency, or personalization to make your subject line irresistible.
- A/B test your subject lines to see what works best.
Example:
- Weak: “New Arrivals Are Here”
- Strong: “You’ll Want to See These Before They Sell Out”
But do not overdo it with titles like “You won’t believe this incredible offer ..”- you’re not a trashy magazine.
5. Failing to Personalize
The Mistake: Starting every email with “Dear Customer” and sending the same content to everyone.
Why It’s Bad: Generic emails make your audience feel like a number, not a valued customer.
How to Avoid It:
- Use your subscribers’ names (but don’t overdo it), and treat them like a person, even a friend, if your business allows for that kind of tone. Address their needs, pain points and offer solutions, tips, not just products.
- Tailor content based on their preferences, behavior, or purchase history.
Example: Instead of “Check out our latest products,” try: “Hi Ana, we thought you’d love these picks based on your recent order.”
Email marketing is a balance of strategy, creativity, and empathy. When in doubt, ask yourself: Would you want to read this email? If the answer’s “meh,” it’s time to start over.
And remember, your subscribers invited you into their inbox—treat it like a privilege.