10 Email Marketing Fails That You Should Avoid

Articles & Insight

Back to article list
Enquire now

Email marketing is still incredibly important for businesses. According to statistics, 95% of online consumers have an email address. This means that email marketing can be a cheap and effective effective method for reaching a large percentage of our consumers. It’s not just the wide reach of email marketing that makes it a worthwhile marketing method, but it’s also the potential return that it offers.

The conversion rates for email marketing are three times higher than they are for social media marketing. Statistics also show that for every $1 that a business spends on an email campaign, they get an average return of $44.25. In order to nurture leads, build your brand and increase your conversion rates, you need to be implementing an email marketing campaign. To make your email marketing campaign successful, avoid these ten email marketing fails.

Avoiding Responsiveness Optimisation

With emails being viewed from multiple devices, responsiveness optimisation is essential. Statistics show that 48% of emails are opened on a mobile device. If your consumers view an email from your company on their smartphone, and they have to scroll across the page, or scale the page to be able to read it, they are likely to just skip over it. The example below shows a lack of responsiveness optimisation by the sender.


The Email Address makes your Emails Look Like Spam

If your email address looks unprofessional, then your emails will probably be marked as spam. If you take your business seriously, get a professional sounding email address and ensure that the recipients stand the best chance of recognising your brand.

There’s No Clear Call to Action

Your emails talk about your products or services and maybe all of the generous promotional offers your site is offering. What’s missing is a clear call to action. A CTA is important. It tells your reader what you want them to do. Without it you will get minimal return on your investment, and you definitely won’t increase your conversion rate.

This email from The Whisky Exchange looks highly professional, but it includes no call to action. If there’s no call to action, the company’s customers won’t know what action to take next, and their email was essentially a waste of time.


Too Many CTAs

On the opposite end of the spectrum, many emails use too many CTAs. Putting a “shop now” link several times throughout your email is a bad idea. You don’t want your emails to be too cluttered or too unfocused. Emails containing dozens of CTAs end up looking like junk mail too. If the reader is presented with too many links, they will likely skip over the email. For example, this Macy’s email, which advertises the store’s Super Saturday promotion, contains far too many links. There’s the $10 off deal the 20% of deal and literally a dozen links to the store’s products. This simply leaves the reader confused and wondering where to click.


Too Many Graphics

A busy looking email that’s full of images, banners and flashing graphics is very distracting. These graphics will take away from the copy and the call to action, and you won’t get your customers to take the action you desire. Don’t use too many images, and make sure the ones that you do use don’t take away from what your email is trying to achieve.

No Valuable Content

If you keep sending out emails that simply promote your products, services or offers and deals that your site is currently running, then people will simply stop reading your emails, or they will unsubscribe. Your emails need to offer value to customers. So if you sell fitness supplements for example, don’t just promote your products. Instead, send out how-to fitness emails. Creating email content that is valuable, informative, and solves an issue or meets a need for your customers is essential. Good content also give you more opportunity to use a clickbait subject line.

Ineffective Copy

Good copy engages and connects with your customers on a personal level. It looks professional and it’s written in a way that prompts the customers to take action. There are 247 billion emails sent per day, much of which is spam. If you want your customers to take your emails seriously, then you need to take the time to make your copy effective. Copy that’s poorly written or littered with spelling errors looks highly unprofessional, and simply screams spam.

This copy from Facebook is ineffective for a number of reasons. It’s not compelling, engaging or particularly interesting either. Also, the first line is missing a question mark.

facebookNo Personalisation

The biggest email marketing fail is not personalising your emails. Starting your email with “Hi”, “Dear Subscriber”, or the dreaded “Dear Sir/Madam” is sure fire way to get your emails marked as junk. Your copy must use the terms “you”, “me” and “us” when addressing the customer too.  This email from Polldaddy is a personalisation fail. It doesn’t even use the usual “Dear Sir/Madam”. Instead it begins with “Hi Unknown”. When the reader sees that, they will immediately cross of the email, and mark future correspondence as spam.

polldaddyPoor Subject Line

Email marketing campaigns often use truly abysmal subject lines. 69% of people report an email as spam as a result of the subject line. Subject lines that are overly sales-orientated or impersonal are usually marked as spam. Dull subject lines that don’t entice the customer or even intrigue the customer will also cause your emails to be ignored.

This email boasts the subject line “Marketing List”, which is a truly a marketing fail.

marketinglistPoor Layout

Misaligned text and poorly placed graphics can make a well-written email look very unprofessional. An email with a poor layout will reflect badly on your business. If your call to action gets lost between poorly aligned text and images, your emails definitely won’t increase your conversion rates.

Overall, email marketing can be a highly profitable marketing method. In fact, statistics show that customers who receive marketing offers via email spend 138% more than consumers who don’t. They are also the most effective way to increase repeat purchases and to develop brand loyalty. So when you create your email marketing campaign, make sure you avoid these marketing fails.