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Email Marketing Mistakes You’re Making

diksha
May 4, 2025
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Emails connect you with customers in a way that no other channel can. According to Forbes, one-third of marketers use email marketing, and 90% are planning to increase their spending on email campaigns. 87% of marketers rely on emails to enhance engagement. It helps build strong relationships with customers. But many marketers use email marketing and do not achieve the desired results. This happens when marketers set up an email campaign without following any proper strategy, and this leads to the failure of the goals.

If executed well, emails help in converting customers into long-term loyal customers. With 4 billion daily email users, the potential to get noticed by new and existing customers is very high. Marketers can use it to target customers at different stages of their buyer journey. Using appropriate CTA and personalization can help you in achieving your goals. ROI for email marketing is very high, where marketers can earn $42 for every $1 dollar spent.

According to a study, 47% of recipients open emails because of catchy email subject lines. In this article, we’ll learn why professional email marketing mistakes are common. Also, we’ll learn why email marketing mistakes should be avoided. At the end, we’ll learn the best practices of email marketing to enhance the revenue of your business!

Why Professional email marketing mistakes are common

Emails are easy to create and send, but at the same time, making a mistake while creating and sending an email is also common. It happens when marketers prefer quantity over quality. For example, sending too many emails to potential leads can irritate them. If you continue making such small mistakes, then it can add up to a larger distress and can hamper your engagement rate and conversion rate.

Identifying email mistakes is not as easy as it seems. By using and accessing email tools and third-party services, you can monitor the performance of your email marketing and adapt feasible and easy solutions.

Email marketing mistakes you should avoid

Here are some of the mistakes that you must avoid in email marketing

Sending the Same Email to Everyone: Sending the same email to different segments of customers will not bear any effective result for you. A single formula will not work for every customer. It will lead to low engagement rate and email open rate, etc.
Poor Subject Line: A subject line hints to the user what to expect in an email. If your subject line is not aligned with to email’s content, then it can lead to disappointment and frustration in customers. Also, it is the email subject line that motivates a customer to open an email. If your email subject line is not engaging, it might lead to a low email open rate.
Lack of Mobile Optimization: 61% of people check emails on mobile. Not optimizing your emails for mobile can be a costly mistake.
Email Frequency: Your email frequency should be balanced. Sending too many emails can irritate customers and lead to high unsubscribe rates. While sending fewer emails might lead to a lower awareness rate.
Lack of Analytics: Not analyzing relevant metrics leads to poor decision-making. Email analytics reveals important information about the emails and how customers engage with them. Without sufficient data, you can’t make wise decisions, and your profits will suffer.
Poor-Quality Content: Content plays an important role in grabbing customers’ attention and building a strong, meaningful relationship. However a low low-quality content, such as a poor and non-optimized image, might look unprofessional and hamper user experience.
Spam: If a user marks your email as spam, then you must have a system to delete that contact from the email list. Sending emails to users who marked your emails as spam can further harm your reputation and sender score.
Lack of Email Authentication: Not authenticating your emails can lead to poor reputation and deliverability issues. Email authentication ensures that you are sending an email from your domain.
Ignoring Sender Reputation: A poor sender reputation can make your emails land in the spam folder. Your sender score will worsen if your emails have a high bounce rate and a low engagement rate.
Using No-Reply ID: No-reply emails will negatively affect deliverability. If a user can’t respond to an email, chances are they will forget you, or they will think that you don’t care about customer feedback. It also alienated the customers.
Skipping Welcome Email: Your first email helps in building a perception and impression of your business. It also helps in building expectations for the future. It makes people feel that you don’t value them.
No Testing: Sending emails without testing can lead to broken links, formatting issues, and other problems. It also hampers the user experience and wastes your resources.

Email marketing practices you must follow

Now that we have learned some of the email marketing mistakes, let us learn about the best practices of email marketing to redeem your business.

Segmentation: Sending targeted emails to different segments can increase your revenue by 30%.
Opt In: Sending emails to customers without the opt-in option has a higher chance of them not responding. Sending an opt-in option helps you build an email list. It also ensures compliance with CAN-SPAM and GDPR laws. In addition, it ensures that your email doesn’t land in a spam folder or get backlisted.
Send Welcome Email: Sending a welcome email is very important in targeting a newly subscribed user and leading them further towards a customer journey. For example, a user likes your content and signs up for your email list. But if you don’t send a series of welcome emails to them, chances are they might forget you.
Call-To-Action: Not adding a clear, actionable call-to-action can confuse your user about the next possible action expected of them. If your email lacks direction, it will not leave an impact. Use a simple and clear call to action to encourage the users to take the next action and drive conversion. The placement of the CTA is also very important. Make sure your CTA is placed towards the end of the email so that your users can’t skip it and take the desired step. Also, it is important to note that personalized CTA can convert 42% more visitors than a generic CTA.
Ensure Sender Verification: If your sender score is low or you don’t have a verified sender ID, your emails can land in the spam folder of the user and cause a high bounce rate. So, to overcome this, you must ensure your sender verification ID.
Lead Magnet: 50% of marketers observed a higher conversion rate while using a lead magnet. Lead magnets are free yet valuable that a marketer provides in exchange for customer information. A lead magnet can be anything from a case study, an ebook, or free trials, etc. It helps in attracting new leads, nurturing them, and engaging with them throughout the customer journey.
Track Key Metrics: In order to enhance your email marketing, you must track key metrics like bounce rate, open rate, spam constraints, etc. After analyzing them, you must formulate new strategies to overcome them.
Personalize Emails: Use data to personalize your emails. You can do so by utilising data such as name, browsing history, past purchases, etc., to tailor content that is relevant to them. It can boost your conversion rate and ensure a smooth user experience. However, make sure your branding elements are consistent and non compromised.
Subject Line: Ensure your subject line aligns with your content. It gives a hint to the customers about the content of the email. Make sure it is engaging enough that a user opens the email out of curiosity to know more.
Avoid Spam Triggers: Follow design guidelines and avoid using keywords that will make your email land in spam. Some of the spam trigger words are “Free”, “Urgent”, “Guaranteed”, “Free Gift”, “Bonus”, etc. Using these words can land your email in a spam folder. Many tools are available to check whether an email will land in a spam folder or not.
A/B Testing: Test your email elements before sending to ensure your email is successful. Test key elements like subject lines, content headlines, layout, etc, to check which is performing the best and can yield better results for you.
Mobile Optimization: Make sure your emails are optimized for different screens and devices, such as desktop, mobile, etc. Make sure your images are well optimized for different screen sizes and ensure a smooth user experience.

Whether you’re a small business or a large enterprise, committing email marketing mistakes is a common practice. However much to our relief, they are easy to detect and fix. If executed well, email marketing can lead to long-term development and help in building meaningful relationships. Lumia 360 provides digital solutions to small and medium enterprises to grow their business and guide them to boost their online presence, engagement, and conversions.