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Common e-mail marketing mistakes you should avoid

Cristina Avatar By: Cristina | Last updated February 14, 2019

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Just as it is true that e-mail marketing is one of the most powerful and productive e-commerce tools, it can also be a nightmare if not used properly.

There are so many common mistakes out there that can cost you a lot of clicks, customers and eventually sales. Around 300 billion mails are sent every day across the world and a significant number of them don’t even get opened. That is why it is important to know what you are doing when you are conceiving an email, so you don’t waste your time or investments. You have to not just avoid making mistakes, but also learn how to stand out from the crowd, if you want your message to reach your target.

Here are some of the most common mistakes related to email marketing and what you can do to avoid making them:

  • You send e-mails with image only. A lot of people have the image option disabled, so if you only send mails with images, you might lose a lot of readers who don’t have the images turned on, because they’ll only see an empty box. Try to use text in you e-mails too, to increase your chances of being read
  • You send mails with ‘NoReply’ or ‘Don’tReply’ as sender. These types of mails always seem impersonal and too uninviting, so don’t expect miraculous results from them. It is important to send a familiar, close and informal vibe to your subscribers, if you want to receive a positive feedback
  • You don’t include a link or a proper link in your message. The goal of email marketing is to make your business/website known to as many people as possible and to hopefully make them your customers. If you don’t include a link to your website in your message, and not just a link, but a useful, relevant one, it is all useless
  • Your emails are not optimized for mobile devices, which are the most used gadgets of them all. Studies show that almost 55% of the mails are opened from mobile devices. If your emails are not optimized in that sense, imagine what waste that is…
  • Your Subject message is too dull. A powerful, original and attractive subject line does half the work for you. Think of it as being the first impression you make when you meet someone new. If your subject line is boring, you might lose your public right there and people might not even bother to open the email
  • You don’t send the email at the right moment. Just like with everything else in life, timing is everything. Start gathering data after sending a few emails to find out the open rates and adjust accordingly. Try to set a day and hour when you know you’ll get the best results.
  • You are sending unrequested emails, just out of desperation of building or growing your list. Nobody likes intruders or spammers. Only send emails to people who signed up and gave you their permission. Otherwise you will only seem desperate and inconsiderate.
  • You don’t include an ‘unsubscribe’ option at the bottom of the page. People are free to change their mind anytime they want to so even if someone subscribed to your list, that doesn’t mean they should never be able to get out. By including an unsubscribe option you convey trust and you won’t look like a deceitful spammer.