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The most common email marketing mistakes and how to avoid them

Estimated reading time: 4 minutes

Whether you are running a monthly newsletter or sending a bulk of cold emails for a specific campaign, email marketing may not always be successful and there are a variety of reasons as to why. When sending any email campaign, it is important to consider who you’re contacting, what the content is about and what actions you want the reader to take.

Email marketing mistakes you should avoid

Forgetting about first impressions

Everyone knows that first impressions count and this is still something that should always be considered when it comes to email. Whenever someone subscribes to your email, the first thing you should consider is to send them a welcome email.

Welcome emails have an average of 91.43% open rate and a 26.9% click-through rate, making them a highly effective email for ecommerce brands and any online service. By sending them a welcome email, you not only make them feel as though they have received a personalised experience, but you can also take the opportunity to offer discounts, and exclusive products and advertise your company in a more casual way.

Not having effective CTA’s

CTA’s are effective for anything from a landing page to a blog or social media account. Without a clear and impactful CTA, your customers won’t be able to navigate their next action and won’t have easy access to your website or content. When designing CTA’s for email campaigns, it’s important to master things such as their scale, image use, font type and placement.

Cliche and sales-heavy language

Cliche language use not only seems spammy, but it can also put people off as they might consider it unprofessional. You may think of your website, service, or content as being unique, but your readers likely see it as just another email, especially if it is sales-heavy.

In order to avoid these language mistakes, email marketing campaigns should focus on personalisation and limited clickbait.

Neglecting mobile users

Up to 70% of email users are viewing their emails on their mobile devices, meaning if your campaigns are not mobile-friendly, your readers simply won’t be able to read the content. With modern softwares, you can now view your email drafts to view what they look like both on desktop and mobile, meaning you can edit and amend things such as font size, image size, layout and design.

Using too many images

Although images look good and at first, are more engaging, having too many images can make emails slow loading, creating a negative user experience. This doesn’t mean you shouldn’t use images at all as they are still important in terms of making an email attractive and interesting, but they should always have complete relevance and impact on the text around them. Another tip to remember when including images is to avoid stock imagery and opt for originals instead.

Too many or too few emails are being sent

One of the most frequent mistakes that marketers make when sending out emails is sending out either too few or too many. To avoid this issue, you can have subscribers submit their email frequency preferences, allowing them to adapt their subscriptions. There are also a number of platforms and websites available which can help you to decide your email frequency and other details such as the best day and time to send them.

Digital Marketing Solutions by Imaginaire

Are you looking to create or improve an existing email newsletter as part of your overall digital marketing strategy?

As a leading digital marketing agency in Nottingham, the Imaginaire team are here to help. We’ve worked with businesses from across the UK and beyond across a variety of sectors. 

Let us know more about your business and your digital marketing needs by getting in touch

You can also give us a call on 0115 697 1221.

Annie is imaginaire's Digital Marketing Executive and covers topics such as social media, web design, SEO and content.

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