11 Fatal Email Marketing Mistakes (and How to Fix Them)

Let’s be honest. We’ve all opened emails and instantly thought, “Delete!” Why? Because they were riddled with email marketing mistakes. 

If your business is guilty of avoidable email marketing missteps, your click-through rates are likely suffering. But don’t worry – you can fix this! 

So, let’s break down the most common pitfalls and give you actionable strategies to revamp your email game.

Mistake #1: Ignoring the Power of Personalization

Generic emails are about as exciting as watching paint dry. Your subscribers want to feel seen and understood. They want to know you care about your customers. They want emails that speak directly to their needs and interests.

The Fix:

• Segment Your List: Break down your subscribers into smaller groups based on their demographics, interests, or purchase history. This lets you send targeted content that resonates with your prospects.
• Dynamic Content: Use email marketing platforms that have the feature to create dynamic content blocks. This way, different subscribers see different content within the same email, tailored to their preferences.
• Personalize Subject Lines: Use the recipient’s name or reference their past interactions with your brand. A simple “Hey [Name]!” can make a world of difference.

Read: Proven Strategies to Write Cold Emails That Get Responses!

Here’s an example of an effective personalized email:

Your subject line is your email’s first impression. If it’s dull, it’s getting lost in the inbox abyss. You need subject lines that will compel people to open and read your emails. Personalizing the subject lines can increase your open rates by 50%. 

The Fix:

• Create Intrigue: Use curiosity-provoking phrases or questions.
• Keep it Short: Aim for 50 characters or less to ensure the entire line displays on mobile devices.
• Use Power Words: Words like “exclusive,” “secret,” or “urgent” can grab attention.
• Test and Analyze: Try different subject line variations to see what resonates best with your audience.

Here’s an email subject line example that shows how to create intrigue the right way: 

Bad Subject Line:

New Products Available Now!

Good Subject Line:

[Name], Don’t Miss Out on Our Biggest Sale of the Year!

Mistake #3: Neglecting Mobile Optimization

1.7 billion people check their emails on their phones. If your emails aren’t optimized for mobile, you’re missing out on a huge opportunity.

The Fix:

• Responsive Design: Use email templates that automatically adjust to different screen sizes.
• Concise Content: Keep your copy short and to the point, as mobile users have shorter attention spans.
• Clear Call-to-Action (CTA): Make your CTA buttons large and easy to tap with a finger.

Here’s a good example of a mobile-friendly email:

Mistake #4: Bombarding Your Subscribers

There’s a fine line between staying top-of-mind and annoying your customers into oblivion. Sending too many emails can lead to unsubscribes faster than you can say “spam.”

The Fix:

• Let Subscribers Choose: Offer frequency options during sign-up. Some might prefer weekly updates, while others are happy with monthly ones.
• Monitor Engagement Metrics: Track open rates, click-through rates, and unsubscribe rates to gauge how your audience is responding to your sending frequency.
• Experiment: Test different frequencies and see what works best for your specific audience.

Lastly, do not send emails like this every day unless you know for sure your audience will receive them well:

Mistake #5: Failing to Track and Analyze

If you’re not tracking your email campaigns, you’re flying blind. Data is your strongest tool for improving your email marketing strategy, so use it!

The Fix:

• Key Metrics: Monitor open rates, click-through rates, conversion rates, and unsubscribe rates.
• A/B Testing: Experiment with different email elements (subject lines, content, CTAs) to see what drives the best results.
• Use Email Marketing Analytics Tools: Many email marketing platforms like Mailchimp offer robust analytics features that can give you valuable insights into your campaigns.

Mistake #6: Sending Irrelevant Content

Generic, one-size-fits-all content is a surefire way to lose subscribers’ interest. Your emails should provide value and meet your audience’s specific needs.

The Fix:

• Survey Your Subscribers: Ask them what type of content they want to receive and tailor your emails accordingly.
• Use Segmentation: Divide your list based on interests and send targeted content to each segment.
• Deliver on Your Promises: If your subject line promises a discount code, make sure the email delivers it.

Here’s an example of a relevant email:

Subject: [Name], Bundle Up and Save with Our Winter Sale!

Body:

Hi [Name],

We noticed you recently purchased [specific winter wear item]. Since winter is just around the corner, we wanted to let you know about our huge winter sale. You can save big on all of our cozy sweaters, jackets, and boots – everything you need to stay warm all season long.

Thanks, 

[Your Company Name]

Mistake #7: Neglecting Your Welcome Email

The welcome email is your chance to make a great first impression. A lackluster welcome email can set the wrong tone and lead to early unsubscribes.

The Fix:

• Set Expectations: Let subscribers know what type of content they can expect from you and how often.
• Offer a Warm Welcome: Thank them for subscribing and show your appreciation.
• Provide a Special Offer: Give them a discount code or exclusive access to content as a thank-you for joining your list.

Here’s a SHEIN welcome email with a discount:

Mistake #8: Not Having a Clear Call-to-Action

Every email you send should have a clear and compelling call-to-action (CTA). Without one, your subscribers won’t know what action to take next, and your emails won’t drive the desired results.

The Fix:

• One Primary CTA: Focus on one main action you want subscribers to take (e.g., shop now, learn more, register).
• Compelling Copy: Use action-oriented language that encourages clicks (e.g., “Get Started,” “Claim Your Offer,” “Discover More”).
• Prominent Placement: Make your CTA button stand out and easy to find.

Here’s an email CTA example that shows how to be clear, create urgency, and encourage clicks: 

Bad CTA:

Shop Now!

Good CTA:

Shop the Sale & Save 20% Today Only

If you want email copies and CTAs that lead to conversions, use these cold email templates!

Mistake #9: Not Cleaning Your Email List Regularly

A bloated email list filled with inactive subscribers can hurt your deliverability and skew your email marketing metrics. Regularly cleaning your list is crucial for maintaining a healthy and engaged audience.

The Fix:

• Remove Inactive Subscribers: If a subscriber hasn’t opened your emails in several months, it’s time to say goodbye.
• Use a Re-engagement Campaign: Before removing inactive subscribers, try sending them a targeted re-engagement email with a special offer or incentive.
• Regularly Monitor Your List: Check for bounces and invalid email addresses to keep your list clean and up-to-date.

Mistake #10: Writing Emails That Are Too Long

Let’s face it, most people don’t have the time (or attention span) to read emails that go on and on in their inbox. If your emails are too long, your message will get lost, and readers will tune out.

The Fix:

• Get to the Point: Start with your most important information and keep your copy concise.
• Use Formatting: Break up long paragraphs with bullet points, subheadings, and visuals.
• Prioritize Value: Make sure every sentence serves a purpose and contributes to the overall message of your email.

Look at this email by Canva. It’s short and to the point:

Mistake #11: Adding Too Many Links

While including links in your emails is important, bombarding readers with too many can be overwhelming and distracting. It can also trigger spam filters, leading to lower deliverability.

The Fix:

• Limit Your Links: Focus on one or two primary calls-to-action (CTAs) and use those as your main links.
• Use Hyperlinked Text: Instead of including long, messy URLs, hyperlink relevant text within your email copy.
• Prioritize Relevance: Make sure any links you include are directly related to the content of your email and provide value to the reader.

Don’t Let Email Marketing Mistakes Hold You Back

Avoiding the aforementioned common email marketing mistakes can dramatically improve your email marketing results. Since email marketing is all about building a relationship with your subscribers, prioritize personalization, create engaging content, and craft mobile-friendly emails.

If you want to transform your emails from forgettable to fantastic, 2020 Vision Digital can help. We can run tailored email marketing campaigns to help your business foster long-term customer relationships.

Schedule a free consultation today!