Email marketing is a cost-effective tool that allows you to directly reach your audience and drive business. According to Constant Contact, for every $1 dollar you spend on email marketing, you can expect an average return of $38 dollars.

Practicing good email marketing means sending emails to people who actually want to open and hear from you.

But oftentimes, your emails still end up getting lost in the inbox clutter — or worse, in the spam folder. And then, when someone actually opens your email, they don’t actually click through.

In this article, I shared 6 email marketing mistakes that you must avoid when sending emails to your list.

Mistake #1: Offer a sale pitch to your new contact.

When you have a new email subscriber, avoid the hard sell. Don’t offer a sales pitch or attempt to close a deal in the first sentence. Instead, build trust and credibility. Very briefly introduce yourself, your business or the service you provide. Then invite the new subscriber to contact you directly, register for a free event, join your mailing list or sign up for a free report or newsletter. You’ll be much more likely to draw your first connections in if you don’t smack them in the face with promotional copy.

Mistake #2: Use company name as the sender.

Recipients are typically more likely to trust a personalized sender name and email address than a generic one. People are so inundated with spam nowadays, they often hesitate to open email from unfamiliar senders such as “Marketing Team” or “The Toy Shop” — and they’re more likely to trust a personalized sender name and email address than a generic one.

Mistake #3: Write a mediocre subject line.

That fancy template you chose and great copy you wrote won’t matter one bit if people don’t open the message. Increase your open rates by writing intriguing yet concise and direct subject lines. a “can’t-help-but-click-on-this” subject line can win you a high click-through-rate. Make sure your subject line:

  • No more than 50 characters.
  • Super concise and direct.
  • Don’t use spamming words like “Cash” “Quote”, and “Save”.
  • Include call-to-action language to create a sense of urgency.
  • Include the contact’s first name. It could increase click-through-rate.

Mistake #4: Use a long email template.

Everyone’s busy and their inbox is already full. Why add to the problem with a huge, long email? People generally like short, concise emails better than long ones. Plus, when they’re scanning through all their emails in a short amount of time, they’re more likely to skim and glean the overall message before deciding to take any action.

Mistake #5: Miss the call-to-action button in the email.

Recipients should know exactly what you want them to do with the message. Clearly define any steps they must take to redeem an offer, make a purchase or simply visit your website. If you don’t, many people are sure to miss the point of your message. Stick to one call to action in order to avoid confusion.

Mistake #6: Email templates do not support mobile devices.

In Litmus’ analysis of over a billion email opens, they reported that 56% of opened emails were opened on mobile devices in April 2016. Ensure that all messages you send are mobile-friendly. Include plenty of links and streamline your formatting and copy.

As more and more people use their mobile devices to read email and surf the web, it’s more important than ever that marketers design their emails with mobile users in mind. Otherwise, their user base will be significantly affected.


Email marketing can be tough at times. But by sending compelling emails to the right target contacts and paying attention to the little details that go into an email, you can increase the opens rates and generate more leads. Feel free to make comments on other common email marketing mistakes.