Email Marketing Mistakes to Avoid


It’s no secret that email marketing is a powerful tool. A good email campaign attracts new customers and builds your business. If your emails aren’t converting into orders, you might be making some missteps. But don’t worry! Once you know how to avoid mistakes, you’re on your way to email marketing success. Here are some of the most common email pitfalls to avoid:

No Clear Call to Action

The call to action, or CTA, is the backbone of email marketing. The CTA tells your audience what you want them to do and without one, they’ll be left confused about what to do next. To write a good call to action, you first need to start with a clear objective.

Focus the content of your message around your central goal and then seal the deal with a simple and appealing call to action. But how do you write a good CTA? Here are a few tips:

Make your CTA stand out with bright colors, or an easy-to-identify button your readers can’t miss.

If your CTA is boring or too general, readers will glance right over it. Use action words that instill a sense of urgency, like “Start Saving Today” or “Buy Now”.

Repeating your call to action makes it clear to your readers how to take advantage of your offer.

Unprofessional Appearances

The internet is a lot like the Wild West – you never know what’s going to come through those saloon doors, especially if the saloon in this metaphor is your email inbox. Readers are often skeptical of new emails until they’re proven to be safe. If your emails look sketchy or unprofessional, most readers will just skip or delete your message.

To keep your emails professional and your readers assured, consider the following tips:

Bad spelling and grammar are a hallmark of spam emails. If you haven’t thoroughly proofread your email, don’t send it! Thoroughly proof your messages before sending them out to ensure you aren’t overlooking any embarrassing typos.

Unexpected email attachments are a massive security red flag. Including attachments is a surefire way to have your email deleted right out of the gate before it ever reaches your intended audience. Some companies block emails with attachments, so your reader might not even receive your message.

Overly informal emails are also likely to trigger some red flags, as well. Before sending your email, ask yourself: does this look like something a scammer would send? If it does, reevaluate your content to be more professional.

Ignoring Mobile Users

Have you ever checked your email on your phone, only for the message to show up wonky and unreadable? Neglecting to optimize for mobile is a huge mistake as a large portion of your audience is likely viewing your emails on their mobile device – think about your own habit of checking your inbox on the go. If your emails aren’t mobile-friendly, then your message won’t reach a huge part of your audience.

Formatting for mobile devices should be simple. Use short titles and small, easily digestible paragraphs. Don’t use multiple columns as this can be confusing and chaotic to view on such a small screen. Images should be sized appropriately, so they are visible in full and don’t take a long time to load. Most importantly, test your email and look at it on a mobile device before sending it to make sure that everything shows up correctly.

Email marketing is a powerful tool that should be in every business’s repertoire. For more tips on maximizing your email marketing impact, check out our other blogs on email analytics, creating visually appealing campaigns, and why your emails get sent to spam.

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(Marketing Coordinator)

Caitlin is a Marketing Coordinator at SAGE. When she's not writing, she enjoys baking and spending time with her beagle puppy, Piper.

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