10 Email Marketing Mistakes Most Business Owners Make

By Peter Hill

Email marketing is an excellent way to increase your business revenue and build relationships with existing and potential clients. This way of online communication allows you to turn occasional customers into regular ones, but also to create targeted promotions and offers.

However, many business owners are still struggling with managing their email campaigns and as a result, make some mistakes. Here are some of the most common ones.


1. Not having a permission-based mailing list

For starters, it’s crucial to have recipients’ permission to send them emails; otherwise, you will be sending spam which is considered against the law. Therefore, don’t buy email lists or use any other illegal way to compile them. Instead, make sure your clients can easily sign up for the newsletters on your website, provide a call-to-action button on your Facebook page, or ask your clients to spread the word.

2. Not segmenting your email lists

When it comes to email marketing, one size doesn’t fit them all. In your email list, there are some new subscribers who aren’t familiar with your product or service, and on the other hand, there are people who are already receiving your messages for some time. So, sending the same email to both groups won’t trigger the right interest. Therefore, segment your list and deliver a better message which will drive necessary action.

3. Not personalizing your emails

Who likes to be addressed as Dear Customer? Nobody. The whole point of email marketing is to build a deep friendly relationship with your clients, so it’s vital to call your customers by their name and in that way show them that you respect their individuality and make them feel valued. Therefore, take some time to make additional adjustments in your email marketing provider and deliver a personalized message to your subscribers.

4. Not writing a compelling subject lines

A subject line is a decisive factor that determines whether your email will be open or not, so it has to be crafted well. The proper subject line should give your readers a reason to open the email. Basically, it should intrigue them, so they want to read more. Keep it personal, conversational and engaging. For instance, Unhealthy Habits You Need to Break Right Away sounds better than Five Unhealthy Habits.

5. Writing uninteresting messages

Naturally, it’s not just the subject line that needs to be appealing; the whole message content should be interesting too. Hence, give your readers a reason why they should keep receiving your emails and look forward to them. Make sure you offer your subscribers some value, a solution to their problems, fears, or challenges, as well as help to achieve their desires and goals. That way, you’ll create content that resonates with your audience.

6. Not testing your emails

A/B testing is the best way to ensure the success of your email marketing efforts. Before sending the official newsletter, write two different emails, meaning change the subject line, content, and graphics. By testing their performance, you will gain significant insights which version gives better results, so that you can use it as a final email that goes to your readers’ inboxes. A/B testing requires some additional efforts, but it improves conversion rates.

7. Forgetting to write CTA

Forgetting to put a precise call-to-action in your emails is one of the common mistakes that most business owners make. It’s vital to emphasize the action you want your customers to take to obtain the desired results. Do you need them to visit your website? Do you want them to purchase your product or service? Do you need their feedback? Whatever the action is, just make it simple and clear.

8. Not sending emails at the right time

It takes some time and a lot of tests to determine what is the perfect time to send emails. First, think about the habits and routines of your customers – when they usually scroll through their inboxes? Send your messages at that time. After a while, try to change your strategy and test out a different time. Once you gather enough data, you will be able to identify the best time to send your emails.

9. Not sending email regularly

Email marketing requires constant practice in order to get some results. However, for the busy business owners, it may be difficult to find time for this marketing channel. But, with proper preparation and organization, it can become a breeze. Once a month set some time aside to work on your newsletters and prepare them in advance. That way, you’ll keep your consistency and offer your readers quality content regularly.

10. Not tracking email marketing statistics

Most business owners forget to keep an eye on email marketing statistics, but they are crucial for long-term success. Tracking your open rates and other conversion rates can help you determine your formula for successful campaigns. That way, you can adjust and improve your subject lines, content, CTAs, and other elements of your messages. So, make sure statistics become a part of your email marketing routine.

Knowing your mistakes will help eliminate them and improve your email marketing performance.

About the Author

Peter Hill is the best editor of Careers Booster. He is a socially active person, likes traveling and photo/video editing. He finds himself in writing for cv writing service Resumes Planet. You can find him on Twitter and Facebook.



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