Mistakes to Avoid in Email Marketing

When it comes to marketing your business, you cannot afford to ignore a tool as valuable as email marketing.

  1. It’s an incredible opportunity to reach potential customers: In 2019, there were 3.9 billion global email users. That number is expected to grow to 4.3 billion by 20231
  2. Email is becoming even more popular and ubiquitous: More than 50% of people in the U.S. checking their personal email more than 10 times a day and about half that traffic from mobile2
  3. Email Marketing helps grow businesses: 81% of SMB’s rely on email as their primary customer acquisition channel3

With all this in mind, it’s essential to do it right. A single mistake can distract from your message, and repeated issues lead to lost subscribers.

Beware of these email marketing mistakes:


Neglecting to Onboard New Subscribers

New subscribers go through lots of steps to get on your list – and usually, do it at a time when their interest in your offerings is running high. A multi-day onboarding sequence gives you the chance to further stoke that interest, maintain contact, and highlight your useful resources.


Not Connecting Email to Your CTAs

Like your blog posts and other content, your email messages should all be connected with your overall conversion strategy. That means ensuring every message comes with a call to action and gives the reader an opportunity to learn more about your offered value.


Sending Too Many or Too Few Emails

Too many emails draw a subscriber’s attention and make them think twice about whether you’re worth keeping around. Too few, and it’ll take a long time to truly achieve brand familiarity. Set expectations for email frequency upfront and stick with them, sending at least one email weekly.


Failing to Segment Your Email List

Segmenting your email list gives you the opportunity to ensure every subscriber gets information that’s interesting to them. Some basic segments include new leads, established customers, and long-time repeat buyers.


Forgetting to Optimize for Mobile

People love checking email on the go, so it’s no surprise the percentage of email opened on mobile continues to increase. In the coming years, it will be well over half. With that in mind, you need a responsive layout for your emails so they adjust to different display sizes.

Email is the cornerstone of digital marketing automation, enabling you to scale at minimal costs and deliver a personalized experience. Discover more about AIMG’s B2B marketing automation.

1. https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/

2. https://blog.hubspot.com/marketing/email-marketing-stats

3. https://www.emarsys.com/app/uploads/2018/01/eTail-Emarsys-WBR-SMB-Report.pdf/