- Email Marketing

Common eMail Marketing Mistakes

Nowadays it’s hard to find a person who has never encountered unwanted advertising letters from annoying marketers. None of us, marketers, want to be put in that box. So, let’s take a look at the list of things that you do not need to do, learn it by heart and say it as a mantra before sending the e-mails to clients.

Common eMail Marketing Mistakes

Mistake 1: Complete refusal to use e-mail marketing

For an online store, email marketing is one of the simplest, affordable and at the same time effective ways to promote. It can significantly increase attendance, customer loyalty, and sales, though it does not require large investments.

Newsletters remind your customers about your business, inform about discounts, promotions or news, as well as increase customers loyalty and the chance of purchase. The experience of thousands of companies shows that with the right approach it is really an effective promotion tool. For every dollar spent, email yields 38 dollars in return. 66% of online consumers make a purchase as a result of an email marketing message.  And another good fact is, that 72% of people prefer receiving promotional content through email comparing to 17% that prefer receiving it via social media.

Mistake 2: Boring subject lines

Active Internet user gets dozens of letters from companies like yours, striving to get his attention. Most of these emails will end in spam or trash folder, and only a few will be read by those who “hooked” it with their subject lines. Themes should interest, intrigue, evoke the desire to read the entire letter. Drawing catchy headlines is a whole art and using persistent sales phrases in letters, such as “BUY !!!” or “SPECIAL OFFER!” is even unpleasant to read. In addition, spam filters have preferences, skipping your emails or adding spam points for:

  • Too many exclamation marks !!!
  • Use of all uppercase letters;
  • Incorrect HTML code (usually from converting a Microsoft Word file to HTML);
  • Font color – bright red or green;
  • Creating an HTML letter with one large image and a short signature
  • Use the word “test” in the subject of the letter, etc.

Mistake 3: Low quality of newsletter content

The content that you send out should be interesting and relevant to their needs. You will know what to send if you spend some time collecting information about your clients and dividing the list of recipients based on this information.

Nevertheless, it is common for marketers to send a coupon with a 10% discount on dog food, while half of the list of recipients is the owners of cats. If the content you send is not useful, do not rush to press the “Send” button.

Mistake 4: Pretended sincerity as a way of personalization. 

“Good day, Michael! We hope you are doing well! ”

Such phrases are vestiges of the past when dynamic content was a novelty, and personalization in marketing  was “the highlight of the season.” Add someone else’s name and ask how their business is – it’s not personalization yet.

Undoubtedly, letters should be started with the name of the recipient, but also do not forget to segment the list in order to send the content purposefully, instead of sending all the same messages to all.

Mistake 5: Lack of opportunity to unsubscribe

No matter how delightful your marketing campaign is, someone will still want to unsubscribe. Perhaps the information will simply become irrelevant for them, perhaps they will change the address, and maybe they just got tired of the number of incoming messages. Whatever the reason, a person will be very upset if he does not find a link to unsubscribe at the end of the letter (the absence of such a link is illegal).

Mistake 6:  Absence of contact details and signature 

Unfortunately, many of you simply forget to add a signature at the end of the letter or consider it unimportant. Although the signature can solve several problems at once:

– Logically completes the letter;

– Shows the respectful attitude of the sender to the recipient;

– Makes the letter more human;

– Gives the opportunity to indicate contact information once again (phone, link to the site and so on).

Example of informative signature:


Name Surname

Sales Manager

Online store “example”,

Tel: ……

E-mail: …


Indication of the phone number and other contact details is especially important if the distribution is designed to promote services or goods in the B2B segment, and if the letter contains specific goods. The presence of a telephone in the signature can push the recipient to call to clarify the details and order. 

Mistake 7: Sending of non-optimized emails 

70 million of consumers check email on their mobile devices. 40% of them do this 4 or more times a day.  Almost one third (31%) say they use smartphones as the main device to click through and buy. How do your letters open on a small screen? Do I need to scroll left and right to see the whole text? Do you add an alternative text for those who do not want to upload images? Do you cause any inconvenience to the readers? 

To increase the number of referrals from mobile devices is incredibly difficult! But it worth it, as according to statistics, on mobile phones, email marketing generates 26.7% of sales, compared to 20.9% on desktop and 23.1% on tablet. But the mobile audience does not forgive mistakes! 

Mistake 8: Sending from a personal address

When you invite clients to the office, would you prefer to receive people in a large business center or in an extra bedroom in your home? The same goes for e-marketing. Do not send letters from your personal e-mail or using Gmail. You have a website, don’t you? Use the domain of your site, creating an additional address to newsletter@companydomain.com for newsletters.

Mistake 9: E-mail is not tested before sending 

HTML e-mail looks different, depending on the program that is used for viewing. If the letter looks good in the preview window or when you send a test letter to yourself – this does not mean that recipients will see it the same way.

Configure several accounts from free mail services, or even better test the letter on different computers and operating systems.

Common eMail Market Mistakes

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