email marketing mistakes to avoid

Since the inception of the internet, email marketing has been regarded as one of the most effective tools for marketing businesses. As the use of the internet grows, so does email marketing for businesses. 

Email marketing improves business communications, identifies specific markets, and is cost-effective and environmentally friendly. But first, we must understand what Email marketing is and how it works. Electronic mail is used in email marketing to communicate commercial or fundraising messages to a target audience.

Email marketing can be defined as sending an email to a potential or current customer. Email marketing can be used to strengthen relationships with current and former customers and encourage customer loyalty and repeat purchases. It also aids in attracting new customers or persuading existing customers to make an immediate purchase, including advertisements in emails sent to customers by other businesses.

How Does Email Marketing Matter In 2022?

Email marketing remains a reliable option that every brand should have in its toolbox, even in this new era of social media where influencers and virtual ads may seem like the next big thing.

According to a few studies, email marketing is 40 times more effective than Facebook, and Twitter combined at acquiring new customers. 

The following are a few of the critical email marketing statistics from 2021:

  • You can increase your revenue by up to 760 percent using segmented campaigns.
  • Email is the top free organic distribution channel for 87 percent of B2B marketers.
  • Mobile devices account for nearly 55% of global website traffic except for mobile devices.
  • Mobile devices, excluding tablets, account for nearly 55% of global website traffic.
  • Despite the fact that email marketing is one of the most widely used marketing techniques by many businesses, the issue with this type of marketing is that it can be challenging to generate a return on investment.
  • The lack of industry and coding standards is why it is difficult to pull off professionally. Each email client, browser, and mobile device, in other words, speak its language and uses a different interpreter.

Most Common Email Marketing Mistakes Brands Need To Avoid In 2022

The following are a few most common email marketing mistakes that marketers need to avoid in 2022 for successful email campaigns:

Not Segmenting & Personalizing Your Email / Subscriber List

You’re wasting a lot of money if you’re not segmenting your contacts based on personal preferences. Email marketing aims to keep in touch with your customers and prospects. We all want to work for companies concerned about us, our causes, and our shared values.

Also, based on customer demographics, everyone has their preferences. Therefore, it is important to Segment your email list into regular customers, infrequent customers, brand loyalists, and prospects. Personalizing your emails will increase your organic engagement rates while also strengthening your relationship with them.

Using A Pushy Content Strategy

Emails aren’t the place to use overly formal sales language. Your emails will be too pushy to be read if they use sales-heavy language. Many people make this mistake, but conversational language is in your best interests.

Use of conversational language hacks is one of the best ways to write a compelling piece of email copy: To sound like a friend, talk about the recipients, personalize the copy based on their activity and preferences, and discuss the purposes that your audience identifies with.

Not Optimizing For Mobile Users

While most emails are sent from computers, they are read on mobile devices. Short paragraphs, adequate text, and low reliance on visuals are all good ideas. Reading non-optimized, non-responsive emails on a smartphone is one of the biggest turnoffs for users, and it elicits almost immediate disapproval.

One of the most common methods for ensuring high readability across all device types is to divide your content into blocks. Missing out on mobile optimization can become a serious flaw in your email marketing strategy as mobile phones become more relevant to people of all ages and lifestyles.

Overruling Email Testing And Tracking

Every email marketer’s nightmare is accidentally sending a message with typos, broken links, and faulty images. Sending emails to the wrong subscriber list is an unacceptable but all-too-common blunder.

As a result, it’s critical to use appropriate tools to check your email copies for technical errors like HTML setup and image loading. Personalization and optimal formatting should also be tested using A/B Split Testing.

Tracking is another area where people make many mistakes. It would help track your campaigning efforts for various metrics using email tracking tools to make necessary changes.

Not Prioritizing A Clear Call To Action Leading To Sign-Ups/ Sale

This blunder may appear uncanny, but failing to prioritize compelling CTA’s is an industry-wide blunder. As a rule of thumb, writing clear, concise copy revolves around a Call To Action, which leads to a sale or a sign-up for an engagement drive.

It is important to tell your audience what they should do next, so think about what you want them to do before writing your copy. Also, make sure not to use more than three or four CTA’s on the same page because this will only confuse your audience. Focus on “triggering” a result as soon as possible by prioritizing one CTA at a time.

The primary goal of sending an email is to get people to sign up or buy something. As a result, the entire copy should work together to make the CTA relevant and agreeable.


Mistakes are unavoidable, and if we are willing to correct them, they are acceptable. If you make a mistake, make sure to send an email to correct it. You can rethink your strategy to get the best conversion rates now that you know the most common mailing mistakes and how to fix them quickly.

In 2022, It’s now time to rethink your Email marketing strategies. It’s time to break free from the blunders mentioned above and take your email marketing to the next level.