5 Common Email Marketing Mistakes to Avoid

email marketing mistakes header

It is a well known fact that a successful marketing strategy involves email marketing. Maybe you’re just starting out with email marketing or, maybe you have been doing email marketing for a while but are not getting the results you hoped for. This blog post will explain 5 common email marketing mistakes to avoid – in hope that this will will help you reach your email marketing goals.

1. Not Segmenting Your Email List

Sending the exact same email to all of your subscribers does not always work. Segmenting your email list into groups allows you to target different types of consumers. For example, a 20 year old female will not typically be interested in the same email content as a 50 year old male. Furthermore, reports show that 74% of consumers get frustrated at companies whom send emails which are of no relevance to their interests. In addition, 77% of email marketing ROI comes from segmented email campaigns. Therefore, by sending more relevant emails you are more likely to increase engagement and conversions. Some groups to segment your email list into include:

  • Age
  • Gender
  • Location
  • Interests 
  • Browsing behaviour 
  • Buying behaviour 

2. Writing a Bad Subject Line

When it comes to email marketing writing a good subject line is crucial because the subject line is the first part of your email that the reader sees. Whilst reading your subject line the reader is making the decision whether to open your email or not. Likewise, another reason to have a good subject line is to make sure your email avoids the junk folder. Alongside internet service providers trolling for spam emails, reports suggest that 69% of recipients report emails as spam due to the subject line. Thus, your subject line should be relevant and enticing, whilst conveying your brand tone of voice.

3. Forgetting to Optimise for Mobile

Statistics suggest that 55% of emails are opened on a mobile device. Therefore, it is important that your email marketing campaign operates correctly on a mobile screen. Emails which are only designed for desktop usually do not display as intended when opened on a mobile. As a result, emails can be deleted. Meaning the reader has deleted your email before consuming your message. This ultimately leads to a decrease in email engagement.

4. No Clear Call to Action

In marketing, a call to action (CTA) is an instruction to the consumer. A CTA is usually an instruction which will guide your consumer in a way which will help you reach your email marketing goal. For example, if your goal is to increase conversions your CTA may be a ‘Buy Now!’ button with a link to the product landing page. Not including a clear CTA leaves your readers guessing what they should do next. In the current digital era consumers want things immediately. By not including a clear instruction consumers can lose interest quickly. Including a clear CTA gives the reader a clear instruction of what to next, instantly leading them to what they want.

5. Forgetting to Monitor Your Email Analytics

There is no point in putting all of your time and effort into an email campaign and then forgetting to review the analytics. Whether your campaign was a huge success of a massive flop you must continue to monitor the analytics. Evaluating the email metrics will help you see what you are doing well, and what you need to improve on. Thus, helping you create an even more successful email marketing strategy for the future. Some important metrics – amongst others – to keep an eye on are:

  • Open rate
  • Bounce rate
  • Clickthrough rate
  • Conversion rate
  • Unsubscribe rate 

Don’t worry if these are some email marketing mistakes you have made before. Now you have identified them these common mistakes are easy to correct. Hopefully this blog post has been helpful.

After a few easy adjustments you will have a successful email marketing strategy moving forward. Lastly, If you are looking for more guidance with your email marketing you can download our free Email Marketing for Beginners Guide in our resources section.

Emma Sneddon
Hello, I'm Emma! I recently graduated from Robert Gordon University in Aberdeen with a masters in Digital Marketing. I love all things fashion and have an undergraduate degree in Fashion Management. I am currently searching for a digital marketing role within the fashion industry and I am excited to see where my journey takes me next!