13 Email Marketing Mistakes to Avoid for Better Engagement

With an average ROI of 3,800% and 3.7 billion global users worldwide, which is predicted to grow to 4.1 billion by 2021, email seems to hold a position within the top three most influential sources of information for quite some time.

Great news for email marketers, isn’t it?

But here’s the problem:

As email remains an essential component of marketers’ strategy for 95% of business organizations, the battle for customer engagement takes place for dear life.

Competition is high, and it’s so easy to get lost in rules, trends, and experiments in email marketing. Aimed at creating and implementing the most effective email strategies, marketers still get trapped with the most common mistakes.

In this article, you’ll find out 13 of them and learn how to avoid these mistakes for better open rates, engagement, and conversions.

1) Working with outdated mailing lists

As you know, mail providers set requirements to the mailing list quality. Also, they set limits on the number of allowable returns and complaints.

If not working with your mailing list, dozens of emails – long-abandoned or overfull mailboxes – appear there over time. The result? You exceed those limits, and your newsletter gets blocked.

What to do?

Use email validation services analyzing a mailing list. They help to delete non-working or suspicious addresses. In so doing, you’ll ensure reputation and improve the efficiency of your email marketing campaigns.

Another trick: grow your mailing list gradually.

Such algorithm allows you to defuse the harm and avoid the abrupt jump of emailing activity, so disliked by providers.

2) Sending unexpected emails

One-third of marketers send newsletters only when they have something to say.


It’s a big mistake leading to customers frustration and unsubscription.

Just imagine:

One day you subscribed to a newsletter but didn’t get anything in your inbox. Suddenly, an email comes, offering a product. It’s likely you’ve forgotten about that subscription already. So you start boiling over and click “spam,” which does nothing well to that newsletter statistics.

How to do it right?

The best variant is to work with your mailing list from the start, even if you have only two contacts in it. Send at least one email per month!

If pauses happened, do your best to reactivate the list. Remind subscribers about your newsletter by proposing something sweet. As Pinkberry did:

3) Sending useless emails

The most common mistake of email marketers is that they create newsletters, useless for subscribers. They write about a company or a product, ignoring customer interests and worrying about nothing but sales. A product reigns on the emails, but efficient marketing campaigns don’t work like that.

What to do?

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