As we’ve mentioned before,  email marketing  is a heavy hitter in every good marketer’s toolkit. However, perfecting your marketing strategy can be tricky, and you might not even realize the email marketing mistakes you’re makingRead more about the 10 most common email mistakes and GROWL’s tips to fix them.   


1 Subject Lines

Mistake: Creating poor subject lines

Subject lines that over-promise or use all caps may come across as spammy, causing prospects to hit that delete button all too easily. An email line reading “Lose 40 lbs this MONTH guaranteed!!” will probably go straight in the trash.  

Fix: Create strategic, compelling subject lines

A good email subject line is: 

  • Short and sweet 
  • Clear and specific about the topic of the email 
  • Highlights the value of your content offering 


2 Lead Magnets

Mistake: Not providing value

One of the most common email marketing mistakes is assuming that your audience will subscribe without something in return. Asking your audience to join your email list without an incentive leads to fewer prospects. 

Fix: Incorporating lead magnets

Add value to your email campaign by offering a relevant, free offer. Some lead magnets to consider include: 

  • Infographic 
  • Checklist
  • Template 


3 Replies

Mistake: Having nway for a customer to respond 

Often marketing emails come from an impersonal, do-not-reply email address. While this may be optimal for organizational purposes, it’s a missed opportunity for engagement.  

Fix: Contact us 

Provide recipients with a way to get in touch. If you can’t keep up with email replies, implement a ‘Contact Us” feature that leads prospects to a landing page where they can ask questions or request further informationgiving you more insight  


4 Preview Text 

Mistake: Failing to Utilize Previews  

If your email is like a news story, then the message preview is the lead. Since as many as 24% of customers look at the preview text when deciding to open an email, not utilizing your preview text may cause prospects to look over your email entirely. 

Fix: Customize Preview Text  

Preview text is a great opportunity to include secondary messaging to complement your subject line. Making sure the two work together is key. Here are some other quick tips to craft compelling email previews: 

  • Keep it short and sweet 
  • Add a CTA 
  • Add an incentive 


5 Language

Mistake: Relying too heavily on sales language 

Your prospects are smart. If you stuff your email with aggressive sales language, you may not see any conversion. Being overly positive, relying on FOMO, or talking too much about savings will turn prospects off your content.  

Fix: Make the email about the customer 

Emphasize customer ownership. Instead of simply offering $25 in credit, try “you have $25 in credit expiring tomorrow! How will you use it?” Follow the 80/20 rule; 80% of your content should be informative or entertaining, and 20% is sales-related.


6 Personalization

Mistake: Overusing or underusing personalization 

A personalized email subject line can increase open rates by as much as 50%.  On the other hand, over-personalizing emails with un-vetted or user-generated data may turn the customer off your content.  

 Fix: Use personalization strategically  

Strategically test first name and full name personalization in your subject lines or body copy. Be sure to analyze your data and adjust your personalization to your audience. Auditing your data thoroughly and often will make sure you have the correct data to avoid misidentifying your customers.


7 Subscriber Lists

Mistake: Lack of list segmentation

Different segments of your clients may respond differently to your messaging, so treating them like a monolith may cost you valuable engagement opportunities. 

Fix: Strategically segment your email list 

Segment your email lists by buyer personas. Segmentation allows you to target your customers more efficiently with a subject line, CTA, and appealing content offerings tailored to them. It also helps you strategically target them by where they are in the lead or sales process. 


8 Call to Action

Mistake: Making your CTA unclear or confusing 

We don’t have to tell you the importance of including a call to action in your content. If your CTA is confusing or unclear, your audience has to figure out for themselves what you want them to doleading to less engagement.  

Fix: Create content with a clear CTA in mind 

Before you even begin composing your email, decide what you want your CTA to beAsk yourself what action you want your readers to make? Do you want them to learn about an upcoming launch? Read your latest blog post?  Whatever you decide, focus the entirety of your email on guiding your readers to take that action.  


9 Mobile

Mistake: Forgetting your mobile users

Up to 70% of readers will see your email on their mobile devices. Failing to optimize for mobile will cost you valuable engagement opportunities.  

Fix: Optimize for mobile 

Make sure your layout looks clean, and your text is easily readable on mobile devices. Services such as Litmus allow you to beta test your emails, ensuring the highest quality for your mobile users. 


10 Data

Mistake: Ignoring data

If you’re not analyzing your data, how will you learn which messages convert and which went to the digital trash?  

Fix: Utilize data analytics to inform your strategy 

With the goals of your campaign in mind, look at important data points such as open rate, click-through rate, and conversion rate. Most CRM’s come with data analysis tools, allowing you to quickly and easily aggregate data and inform strategies for your next campaign. 

Ready to take your email campaigns to the next level? Reach out to GROWL today!  

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