Some marketers make unintentional mistakes in email marketing, which can lead to companies losing new customer opportunities and huge profits. Since email marketing provides the highest return on investment compared to other digital marketing methods, it is important to identify these mistakes and address them correctly, avoid making recurring mistakes, and advance yourself in email marketing to an advanced level through good planning, effective use of tools, and adding a creative touch.

You can also design email campaigns that attract attention and impress recipients. 

Email Marketing Mistakes

Many marketers and business owners make common mistakes when marketing via email. Below, we review the most common of these mistakes and how to avoid them. These mistakes are as follows:

Not highlighting subscription buttons in the newsletter

Companies create websites, and marketers are keen to provide valuable content to targeted visitors, but they often settle for placing one subscription button in the sidebar. 

This belief that this is enough is a common mistake among website owners. In 2020, smartphone users made up about 68.1% of website visitors worldwide, which means that subscription buttons placed in the sidebar may not appear clearly to them unless the site is designed in a way that is fully compatible with phones, and thus a large number of potential subscriptions may be lost.

To avoid this, it is recommended to distribute subscription buttons in different places within the site, such as the "About Us" page or in a pop-up window or between posts, or at the bottom of blog posts or at the beginning of pages or within the home page, and of course in the sidebar.

Not providing enough incentive for users to sign up for the newsletter

A common mistake in email marketing is that some people are satisfied with vague phrases such as "Subscribe for updates" without providing concrete offers that encourage visitors. It is better for marketers to offer incentives such as free e-books or simple workshops while simplifying the subscription process to just requesting an email.

Not obtaining explicit consent from subscribers

The first message should explain to subscribers why they are receiving the email and remind them to register to avoid low engagement rates with messages.

Place a clear call to action (CTA) in emails

Some marketers ignore the importance of placing a clear call to action (CTA) in emails, which may lead to the target audience not interacting. The required action should also be prominent, using colors and motivating words such as "Buy now" or "Subscribe now," while avoiding vague phrases that may confuse the reader.

Do not rely on images only within messages

As they may not appear to readers who disable the image display feature, which leads to losing them. Alternative text can also be used as a solution, but it is not ideal.

Clean your mailing list regularly

This is to get rid of uninterested subscribers, as this affects open and click-through rates, which may lead to messages being classified as spam.

It is worth noting that addressing these errors is essential to retaining potential customers, and you can seek the help of a professional marketer to avoid these problems.

Don't start your campaign without setting clear goals

Before you launch your new email campaign, make sure to set specific goals, because without them, you are like someone who is driving without a compass. If you want to increase awareness of your brand, boost sales, collect customer opinions, and enhance their loyalty, define the goals precisely and as the basis for your email marketing strategy, so take the time to formulate them carefully.

Segment your recipient list

A common mistake in email marketing is sending the same message to all subscribers. Segmentation is essential. Segment your list according to demographics, customer behavior, or previous interaction, which enables you to customize content to suit the needs of each group. Most modern email programs offer advanced segmentation tools that you can use wisely.