Email Marketing Mistakes that are killing your campaigns

Email Marketing mistakes are the last thing you want in your campaigns. Salvage your email campaigns by learning to identify these mistakes.

 7 Deadly Sins of Email Marketing

Email Marketing can be your most valuable outbound marketing tool. With a well-crafted strategy, you could make $51 for every dollar you invest in email marketing. But with over 280 billion emails being sent on a daily basis, you have to compete for your prospect’s attention. And with competition so high, to error would be practically equivalent to sin.

But be rest assured, we have your back. Here are the 7 worst email marketing mistakes. Learn how to avoid them.

Same old, same old

You’ve been at email marketing for a while now. You should be evolving. If you’re continuously using the same email messages and content, without ever switching it up, you’re missing out.

Change your emails up every once in a while. Conduct A/B tests to see which material works best for you. But don’t stop yet. This has to be a continuous process. The ones that refuse to evolve die out.

Email marketing played a very important role in former President Barack Obama’s 2012 campaign. They made a large number of variations to the subject lines of the emails and sent them to sample audiences. On the basis of the results, they could calculate the amount of donations that they could expect to receive when the used specific subject lines. The difference between the lowest-performing subject line and the best one was an amount of $2 million. Testing makes a difference.

Nothing personal

You can’t expect to catch your prospect’s attention if you never even mention their names in your email. It is estimated that 70% of brands don’t bother to personalize their emails. Make sure you don’t fall among their ranks. Rise above the crowd.

Personalized emails deliver substantially better results. A 2.6% increase in open rates has been noted in emails that include the prospect’s name in the subject line.

Nobody wants to feel like another face in the crowd. We all want something made especially for us. We crave personalization.

This goes beyond merely including your prospect’s name. A lot of brands send their prospects offers and news that they have no interest in. Make sure your content is personalized too. Failing to do so could cause frustrated viewers to flag your emails as spam.

Mobile what?

By July 2019, 61.9% of all email opens took place on mobile devices. It does come as a surprise though, that half of all the emails sent are not optimized for mobile. 

emails opened on mobile

In March 2017, practically 4 million adults in the UK did not utilize a desktop or laptop to access the internet. Parents, women and younger audiences were considered more likely to be mobile-only. 3 out of 5 people check their emails while commuting, which means that they’re doing so on mobile.

Failing to optimize for mobile devices is an email marketing mistake that you should seriously try avoiding.

Mixing it up

The greatest military leaders, throughout history, have always tried going for a divide and conquer approach. It’s a well-established technique. It works.

Take a cue from these leaders. There’s no point trying to target everyone at the same time, with the same approach. Segmentation is key. You have to divide your email list based on a few factors. Demographics and psychographics come into play here. When you curate your email content based on these factors, your audience responds better.

About 89% of email marketers do not even bother segmenting their database. No wonder most of them end up with their campaigns getting marked as spam. A segmented database allows for content that the readers are actually interested in. This would make them feel more open towards reading your emails and could be helpful in getting them to convert into paying customers.

Choices…too many choices

Ever receive an email with what felt like 50 million CTAs? Let’s be honest, you didn’t even act on a single one of them. Way too many calls to action can very easily transform into one big call to not take action. What you were experiencing is a phenomenon that psychologist Barry Schwartz calls, the ‘Paradox of Choice’.

Schwartz says that the generally accepted notion of more choices leading to greater welfare is a blatant lie beyond a certain point. Having a dozen different CTAs sprinkled throughout your email is essentially overkill. It’s way too much. Instead of having a liberating effect on your readers, it has an overwhelming effect.

This email marketing mistake can paralyze your readers. It’s such a huge turn off that many of your readers would avoid opening your emails in the first place.

paradox of choices

More talking, No listening

Have you ever been in a conversation and felt like the other person is not talking to you, but AT YOU? That’s what your readers are going through when you reach out to them from an email address that they cannot reply to.

Those ‘noreply’ email addresses are hurting your email campaigns in more ways than you can think of.

Firstly, it straight off the bat ruins your chances of developing a relationship with your reader. No relationships = Lower Conversions. Bad idea, wouldn’t you think?

Secondly, it just sounds like you don’t care about what they have to say. If you don’t care about what they have to say, why should they care about what you have to say? 

Thirdly, it’s just rude. It sounds like you’re telling them to talk to your hand. Don’t do it!

Can’t buy me leads

Let’s be honest. Buying an email list can be a very tempting idea. It does away with the hassle of having to individually find leads and reach out to them. But it also does away with all your chances of making conversions.

Email lists that you buy off the internet are incredibly unreliable; A. There’s a very good chance that the people those lists have absolutely no interest in the product/service that you’re trying to market; B. There are a dozen marketers using the exact same list, and C. It’s quite likely that the people on that list have not even consented to being on that list. That’s something that can get you in serious legal trouble.

A great alternative to that would be to generate your own leads (that actually have a chance of converting) with a marketing automation tool like Leadmi. It makes it really easy to generate leads that are a good fit for your product or service. All you have to do is define a buyer persona, set your match score and you’re good to go!

Rectifying these mistakes

If you’ve found yourself making any of these mistakes, you’d probably want to correct them. You’d want to make them right. Our next blog will walk you through the strategies you need to put into place in order to rectify these mistakes. Stay tuned.


What are the worst email marketing mistakes?


Using the same content repeatedly, not personalizing your content, sending too many CTAs, forgetting to segment your audience and optimize your emails for mobile, using a ‘noreply’ email address and buying email lists are some of the worst email marketing mistakes you can make.


Why is it important to personalize your emails?


You can’t expect to catch your prospect’s attention if you never even mention their names in your email. Personalized emails deliver substantially better results. A 2.6% increase in open rates has been noted in emails that include the prospect’s name in the subject line.

Should I avoid using too many CTAs in my emails?


Having a dozen different CTAs sprinkled throughout your email is overkill. It’s way too much. Instead of having a liberating effect on your readers, it has an overwhelming effect and can paralyze your readers.


Why should my emails be mobile friendly?


 61.9% of all email opens took place on mobile devices by July 2019.
3 out of 5 people check their emails while commuting, which means that they’re doing so on mobile.
Failing to optimize for mobile devices is an email marketing mistake that you should seriously try avoiding.

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