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The 5 Most Common Email Marketing Mistakes and How to Avoid Them

Email marketing is critical for maintaining your brand in front of clients and getting them back to your website.

However, because of the sheer number of factors that influence it, it may be rather complicated. When open rates and click-through rates are lower than expected, we begin to wonder:

“Did they get it but not open it?”

“Did they try it but not like it?”

“How come they’re unsubscribing?”

Continue reading to learn 5 reasons why your emails may not be working as well as they could, as well as how to rectify or avoid these typical email marketing blunders and optimize your campaigns:

Sending emails that are not personalized

Different notions spring to mind when we think about customization in email marketing. To be effective in email marketing, you must master all of them.

Personalization isn’t just a term; it’s one of the most important factors in running a successful email marketing campaign. When compared to non-personalized emails, customized emails have over 26% higher open rates and over 14% higher click-through rates.

Customized copywriting (starting from the subject line)

Using your subscriber’s first name in the subject line is an excellent method to quickly personalize your email.

Consider this LinkedIn example, which utilizes the first name in the subject:

LinkedIn personalized subject first name

It gives your consumers the impression that you are speaking directly to them. This personalization will help make your email seem less “salesy.”

Personalized content depending on demographics of consumers

To go beyond simply using first names for personalisation, you should also leverage additional information that customers provided when they opted in. This data may be utilized to create promotions and content tailored to their demographics.

You should make advantage of data such as:

The birthdate (their birthdays and age)


Location (specific festivals and seasons, if applicable)

Interests (related to your products/services)

Customer behavior-based personalized suggestions

Another fantastic method to tailor your content is to propose things that your consumers have looked at while on your site.

Customers who haven’t made a purchase

Customers who haven’t purchased

(Cart abandonment email sent by Fab | Image: Shopify)

Abandoned carts are a fantastic place to start since the client loved the item(s) enough to add it to the cart, but something prevented them from doing so. Sending them a cart abandonment email informing them that the item they selected is still available may assist remember them if they forgot about it and urge them to complete the transaction.

Customers who have made a purchase

You may use a similar strategy to email consumers who have made purchases from you. The main change is that you should now propose things that are either comparable in style or complimentary to the prior item they bought.

You should also take advantage of this chance to enhance customer loyalty by encouraging current customers to participate with your business by giving rewards points, discounts, or other privileges.

Audible email similar recommendations
(Image: Audible email recommendations)

Ignoring or not knowing about your sender reputation

If you are unaware of your sender reputation, there is a good possibility it is influencing you more than you realize.

Your sender reputation, as the name implies, indicates your sender’s legitimacy and trustworthiness. It’s a number that Internet Service Providers (ISPs) assign to identify whether what you’re sending is legitimate or spam.

Many variables influence your reputation, including:

Your email bounce rates are high

When an email bounces, it might be due to a momentary issue, such as a full inbox (soft bounce), or a more permanent one, such as a closed email account (hard bounce).

The simplest method to avoid this is to frequently evaluate your email lists and eliminate people who have not been actively reading your emails. This will guarantee that your email list has more active members, lowering your bounce rates.

Email volume per day

Spam senders like sending to large lists at once in order to maximize their reach. Your reputation may suffer if you send a large number of irrelevant emails to large groups of individuals.

This is particularly true for initial emails. If ISPs suspect that huge quantities of mail are being sent from a new IP address, they will begin an investigation.

To counteract this, you may “warm up” your IP address on an incremental basis.

Rates of unsubscription

If your subscribers are unsubscribing in large numbers, that’s another warning indicator.

Assuming your email content is on point (more on that later), you want to make sure that folks who subscribe to you are truly interested in learning more about your company.

A double opt-in feature necessitates the subscriber checking their email and clicking a link to confirm their membership. This additional step will result in fewer signups overall, but it will guarantee that individuals who really want to hear more from you subscribe.

Having your emails marked as spam

After you’ve examined your email analytics, it’s time to revisit the content of your emails. There are a few things to consider in order to avoid being lumped in with the spammers.

Keeping your material up to date

Producing material that isn’t what your subscribers signed up for will make your emails undesirable, leading them to be disregarded or labelled as spam by subscribers.

It’s usually a good idea to notify your readers what kind of material they can anticipate from you. After that, you may concentrate on creating material that is related to that expectation.

Another suggestion is to ask your subscribers from time to time what material they would like to see more of in future newsletters. This feedback will help you stay on track with sending emails with relevant information.

Ignoring the issues of your target market

CB Insights diagram demographics vs psychographics
(Diagram comparing demographics and psychographics used in customer personas | Image: CB Insights)

It might be challenging to come up with content ideas that are relevant to all of your subscribers since you can’t continually ask them what they want to know.

Creating client personas is an efficient technique to provide relevant content that meets your subscribers’ problems. Customer personas are fictitious portrayals of your target clients. You undoubtedly have a fair concept of who your target consumers are, but creating these personas will provide you with a far better understanding of their requirements and problems.

Sending the identical email to every one of your subscribers (segmentation is key)

After you’ve built your client personas, it’s time to provide them with relevant information.

However, just as your many personalities will come to you for different reasons, not all of your subscribers will subscribe for the same reasons.

Sending them all the same email will appeal to some but not all, and will eventually lose interest in the others.

Create segmentation based on your consumer personas to prevent this. You may put your segmentation right at the subscription stage, where users can choose the subjects they want to read about. This will feed them into separate email lists, where you may engage them differently by providing different sorts of information.

For example, Hubspot’s blog offers four email subscription options: Marketing, Sales, Service, and Agency. Hubspot will then deliver you material that is relevant to your choices.


It will take effort and experimentation to avoid these 5 frequent email marketing blunders.

Addressing them, on the other hand, can ultimately offer you a lot greater knowledge of your organization, your target clients, and how to avoid automated email systems cutting your efforts short.