Posted in: Blog, Digital Marketing Basics

4 Email Marketing Mistakes That You Should Avoid

Gracia Lualhati / September 08, 2017

Email marketing is all about creating opportunities for your business to close and communicate with your leads, current and former clients. It’s another platform where you can engage and convert possibly new clients from your database of leads and contacts. But creating an effect email marketing campaign isn’t that easy, but it’s not that complicated as well.


Here, we’ve listed five email marketing mistakes that small businesses tend to make and how you can avoid doing them:


Don’t Oversell Your Service or Product

When email marketing is mentioned in a planning or brainstorming meeting, it most of the time turns out to be a campaign that pushes your products and services to your leads and subscribers.


Why it’s not good:

Email marketing isn’t solely for the promotion of your product and services. It should also be about creating a rapport between your brand and your audience. We’re not saying that you shouldn’t market your products and services through email, what we’re trying to say is that you should build a relationship with your audience first, before doing so.

How you can improve it:

You can start by creating a campaign that allows you to learn more about your audience. You can send out emails that talk about their possible issues or pain points that your product or service can solve.

Create eBooks or blogs that detail their problems and provide solutions that may or may not involve using any of your products or services. With the right sign up form and landing page, you can easily learn what your audience’s pain points and problems are.


Not Segmenting Your Leads into Lists

Segmenting your leads into different lists and categories may take up some time and a bit tedious, but it’s an essential marketing activity that can help improve your campaign’s engagement with your audience.


Why it’s not good:

Not creating segments of your leads limits your opportunities for engagement and conversion with your audience. Without segments or lists that categorize your leads your campaigns will end up running generic strategies and content that will greatly hamper your goals for your email marketing campaigns.

How you can improve it:

An efficient way of creating segmented lists for email marketing is to track where your leads converted on your web page. Did they sign up for a newsletter subscription from your blog, or did they sign up for product and services updates from one of your product pages? These two conversion opportunities are different with one another because of the context; leads who signed up for your product and services updates are further down the sales funnel, while the ones who subscribed to your blog are easily at the top of the funnel — researching and learning about the product and their problems.


Creating a Generic Campaign

The easiest way to create an email marketing campaign is to compile a set of blog posts from your website and send it out to your email list and maybe add a call-to-action button and you’re done. That’s the easiest but not necessarily the most effective approach to email marketing.


Why it’s not good:

Running a simple and generic email marketing campaign limits your conversion opportunities. You may be able to convert some, but you won’t be able to engage the majority of the leads that you’ve acquired so far. You should consider that your leads have different tastes and preferences when it comes to content. There’s also a time that you should consider — some of them may receive the email while on a commute and when they open their emails at work or home they’re too busy to fully engage it.

How you can improve it:

Segmenting and creating categories for your email list can help you come up with content strategies that will suit each segment on your list. Creating customized free offers can also engage your segmented and categorized lists — offers such as a free trial or a free assessment can push your audience further in the sales funnel.


Not Planning Ahead for Your Campaigns

Email marketing is about continuous communication with your target leads. This means that you should constantly keep in touch with your audience throughout your email marketing campaigns. This is why you should plan your campaigns — from the number of interrelated emails you should send to scheduling, and creating new segments and categories on your email list.


Why it’s not good:

Having no plans for the next email after sending out your very first one can kill the momentum that you’ve just created for your business. Being unable to follow through your email marketing campaigns can mean different things to your audience — they might unsubscribe from your list or worst, simply ignore your next emails because of the huge gap before you came up with a follow-through from your first one.

How you can improve it:

When you’re creating your email marketing campaign, you should map out the schedule and the type of content that you will send out. Sending out a newsletter? Did someone sign up to the offer you sent there? You should send a thank you email. Did they engage your thank you email? Clicked a link? You should probably send them a casual email — ask them how they are and the problem that they are working on before (based on the context of your previous email) and add a link to a blog post that can help them solve their problem.



Email marketing can be a powerful tool that can convert your subscribers into leads, and from leads to paying clients or customers. Just remember that email marketing is all about keeping in touch with your audience, leads, and customers, and providing solutions and tools that can help them in their problems.

Want to learn how you can improve your email marketing campaigns? Sign up on our Email Marketing Free Assessment — here we’ll give you advice and recommendations on how you can improve your engagement and conversion further!

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