Top 5 Email Marketing Mistakes

Guest post by Brenda Savoie.

While it is certainly true that we live in the age of social media where messages are reaching us faster than ever, email is still very much alive and well, especially in the world of online business.

According to the research done by Mailgen, as much as 54% of all digital marketers consider it an essential tool in their arsenal. Also, when it comes to generating leads, it is still the king, because 89% of all marketers use it for that very same purpose. However, despite being familiar with email for a long time, digital marketers still make the occasional email blunder.

According to SuperiorPapers marketer Oliver Mitchell, apart from grammar and spelling errors, the top 5 email marketing mistakes are:

1. Failure to Use Responsive Design

Providing content that looks good is just as essential as making it useful and helpful. Also, the design itself needs to be functional, so that it guides the user from the beginning of the article to the call to action button, without too many unnecessary distractions. But, a lot marketers base their design on how it will look on large desktop screens, or screens of their laptops. Turns out that almost 70% of users check their email using their smartphones, which means that should focus on how your email design will look on smaller portable devices.

2. Not Segmenting Your Email List Properly

People are looking for a more personal experience when looking to purchase a product or a service. They want to feel as if it was made specifically for them. This means you need to make custom emails that will address their needs and pain points. Of course, you probably don’t have the time to create a bespoke email for every single one of your potential customers, but you can divide your email list into several groups, each with its own specific needs. For this, you will need to take at look at analytics data, as well as current trends, and user profiles to be able to create a perfect email pitch.

3. Being Too Promotional

As mentioned in the paragraph above, today’s audiences are very shopping-savvy, which means you will have a hard time winning them over with generic adverts. They don’t care about your company or your product. What they care about is how it will benefit them, how it will make their life better. If you are selling something, you should promote it by all means, but try and shift the accent towards all the user benefits your product can provide. Instead of basing your ads on just facts, try approaching thing from a more emotional angle.

4. Your Email Subject Is Not Clear Enough

People process a ton of information on a daily basis, especially online, which means you only have so much time to grab their attention. If your email message is too lengthy or if your subject line is unclear, they aren’t likely to read through the entire message. This is why it’s essential to craft a subject line that will capture their attention right from the get-go. It should include your topic. Is it a promotion or a special discount? Then say so. Let them know what it is that you have to offer them.

5. Not Monitoring the Results Of Your Campaigns

If you are not tracking the results of your campaign, you will not be able to know which elements of it have worked, and which haven’t, meaning that you won’t be able to improve upon them the next time around. Apart from that, you should also develop a mechanism through which you can follow up with your audience. For example, if they have subscribed for a free trial of one of your products, you should make sure to contact them after the trial period has ended in order to remind them about your product, so that some of them actually end up buying it.


While email marketing is incredibly effective, most marketers still haven’t figured out how to use it their best advantage. For starters, don’t make mistakes like the ones listed in this article and take it from there. Good luck!

Brenda Savoie is a content marketer, private English tutor, and desperate dreamer. Writing her first romantic novel. Seeking contentment through mindfulness. Check her BestWritingClues. Find her on Twitter and Facebook.