6 Email Marketing Mistakes You Must Avoid

Improve your email campaign click through rates by avoiding these six common mistakes

Table of Contents

Email is still an important part of the marketing mix and if executed correctly it can be a powerful tool for business. Email marketing is 40 times more effective at acquiring customers than Facebook or Twitter.

But audiences are getting more savvy. Gone are the days of sending poorly designed, unresponsive emails to an unsegmented mass list of emails.

If you’ve noticed a drop in your click through rates or your email campaigns are not having the desired effect that you had hoped, here are six mistakes you want to make sure you are not making.

1. Not segmenting your list

Segmenting your email marketing lists can do wonders for your conversion rates.

Depending on your product or service, it is likely that your audience are interested in different types of content.

There will also be a difference between the content you send to a new subscriber to someone who is further along your sales funnel.

Most of the major email distribution software, such as Mailchimp and Dotmailer, allow for list segmentation.

While segmentation can get very detailed, a basic place to start would be to segment your list into new subscribers, long-standing customers / clients and then, if applicable, by the product or service the subscriber is interested in.

Segmenting your list allows you to send your subscribers more relevant information, which will increase email open rates and will drive more traffic towards your website.

2. Failing to personalise

A study by Harris Poll found that over 80% of people are more likely to make additional purchases as a result of targeted emails.

The simplest way to personalise your email content is by name. Using a prospects name in your communication immediately engages them.

Another effective use of personalisation is location. This is particularly useful if your business has more than one location or is operating nationally/internationally.

Other common data points for personalisation are:

  • Age
  • Gender
  • Company
  • Job title
  • Job seniority
  • Industry
  • Interests

Personalisation does not need to be complicated but can be effective if used correctly within email campaigns.

3. Using poorly designed templates

70% of consumers delete emails immediately if they do not render well on a mobile device.

You’ve probably invested time in ensuring your website is responsive providing your visitors with an excellent experience when accessed from a mobile. You need to do the same with your email campaigns.

Your email campaigns must be designed with mobile in mind.

Content that reorders on a mobile phone is more legible, more likely to be consumed and can boost click through rates.

Your email template should also be inline with your brand identity. Investing in professionally designed email marketing templates will set your communications apart from the rest.

4. Poor timing

Which day? What time? Are there any days we should avoid?

The answer to these questions is always “it depends”. It depends on your audience and how they behave.

According to Adobe, over 70% of people check their emails in bed. This may lead to the conclusion that your newsletter or campaign should be sent early morning. A sensible approach to determining the correct time for you is to complete some simple A/B testing and most of the major email distributors now offer this functionality.

5. You’re missing a call to action

Never send email without purpose. Whether your email is designed to education or your asking your audience for action, it is important that its function is clear before you hit send.

Give careful consideration to the template you are using. You might want to consider using different templates depending on the type of message you are delivering.

Ensure that your content is readable by using the appropriate font and font colour.

It is also important to limit the number of links and calls to action. Buttons get a far greater response than simple text links.

6. Failing to properly test your code

Email renders differently in every email client. What are your customers using? How do you account for them all? Do you focus on Gmail or Outlook? iPhone or Android? 

Before you send out your campaign it is important to run your HTML code through email client simulation software.

If you’ve invested the time and money creating a beautiful campaign, then there is nothing worse than it all falling apart when it reaches your subscribers inbox.


If you’ve implemented all of the above, we hope you see an increase in your open rates and website conversions. If you still need help, please do not hesitate to contact us. We are experts at creating beautifully designed, hard-working email campaigns that render correctly across all major email clients and devices.

The 12 month content planner

Use this framework to map out an entire year’s worth of strategic content and website pages to help drive more traffic, leads and sales for your business.