13 Biggest Email Marketing Mistakes & How to Avoid Them
Who said email marketing is dead? I don’t know. But I’ve heard whispers.
I believe email marketing is here - and here to stay. But your approach to email marketing might need some life breathed into it.
If you’ve already started emailing your audience - hurrah! It’s absolutely my favourite way to market. There are so many banging things about email marketing, which I’ll touch on as I explain the points below.
Right now you might be sitting there thinking, “But Robyn, hardly anyone is opening my emails!” or maybe, “My emails are getting opened, but no one’s clicking through to buy my animatronic back scratcher!”.
Ooof. I hear ya.
It can be mighty disheartening when it feels like you’re writing into the void. If your subscribers aren’t gobbling up what you’re serving ‘em, it could be that you’re making a mistake or two when it comes to your email marketing.
Let’s unearth some of them, shall we?
Mistake #1: Your emails are lacking personality
Listen, I know you, yes you - the badass biz owner reading this - you’ve got pizazz! You’re fun to be around! And you’ve got entertaining stories to tell! (I hope.) But if whenever you sit down to write an email for your biz your personality flies out the window faster than a wicked witch’s monkey, there’s a problem.
Think about it. Do you enjoy reading dry, lacklustre, same-sounding words?
Are you going to spend anywhere from 30 seconds to 7 minutes reading something that doesn’t keep your attention or have your fangs twitching with delight, intrigue, or that oooh-I-wanna-know-more kind of energy? “Nope”, I hear you say.
What to do, what to do? Get creative. Let loose a bit.
Your emails can be hella fun to read if you shake in some extra flavour here and there. And guess what happens next? They become waaay more fun to write, too. You deserve to enjoy marketing your biz - and writing emails can be one of the most enjoyable ways because they’re so personal.
Email marketing is different to social media marketing because when that dreamy person is on the other side of your electronic epistle, it’s just you and them. You have their undivided attention for a few brief moments because when they have your email open, they’re not reading anything else. It’s intimate. It’s powerful. But only if you sprinkle in enough of your unique you-ness to keep ‘em reading.
Mistake #2: You’re not writing to THE ONE
“Hey everyone! So glad y’all are here on my list! I freaking love you guys!”
That’s nice.
But don’t do that, k?
It’s a surefire way for your peeps to press that “unsubscribe” button. Even though yes, every one of your subscribers knows they’re not the only person signed up to get emails from you, it’s still so, so, so important to make them feel like they’re the only person you care about.
Think about how it feels when you get an email from one of your nearest and dearest. Do you get all warm and fuzzy inside? Can you hear their voice as you read their words?
You want to create these kinds of feelings for each one of your subscribers. And the only way to do that is to make them feel special… like you’re writing only to them. So whenever you write an email to your list - no matter how many folks are actually on it - read through what you’ve written and check for any words or sentences that sound like you’re addressing them en masse. Write to one person - and make them feel like one in a million.
Mistake #3: Your emails are all about you
In my early days of email marketing for Echo+Scribe, I was so intent on weaving in my highly entertaining stories that I neglected to include much of anything about copywriting or how I could actually serve people.
Oops.
This was partly due to my (ongoing) imposter syndrome - “I still don’t feel like I really know enough about copywriting to write a value-packed email about it, so I’m just going to tell this really funny story about cake instead.”
Great story, Robyn. But why should any of my subscribers care about this?
And that there is the best question to ask yourself whenever you write anything for your biz. Why should they care about this? What’s in it for them? How does this serve them? If you get my emails, to this day I still love to knit an afghan of a story. But the difference is I now know how to connect it back to what my readers care about. Biz-owning mama life, copywriting, vampires. All the important stuff.
So if when you read your emails you notice you’re turning into a novelist rather than showcasing your service-provider badassery, try to edit down and segue into something relevant and/or helpful so your readers remember what a badass entrepreneur you are… and why they should keep reading your emails.
Mistake #4: No one’s opening your emails
Ok, I’m sure you’re getting some opens. Thanks, Aunt Millie!
But for real, if your emails aren’t getting opened, it means no one’s reading your now personality-packed, trés entertaining-yet-still-very-relevant stories about the awesome work you do. What’s the point in spending all that time writing if your inspiring words are languishing in the darkest regions of your subscribers’ inboxes?!
Well, the most likely e-demon at work here has gotta be the Sucky Subject Line Monster. If your subject lines are reading like spam or maybe they’re just boring AF (eep! Sorry!) no one’s going to bother opening your love letters.
Time to hit the books, Giles.
Look through your own inbox. Whose emails do you love devouring? Whose emails are you actually looking out for? Read their subject lines. Study them.
Why are they working?
What makes them irresistible?
Did they make you chuckle? Did they make you think, “Oooh! I wanna know more about THIS!”
Start playing around with your own versions of these. And remember, make them yours. You could swipe a line from your fave tv show*, make a reference to the latest celebrity faux pas, pique curiosity by starting an open-loop dialogue, or you could even make your subject line a little risque if that’s on brand for you.
Try stuff out. See what people respond to.
And TEST!
Segment your list so half of ‘em get one subject line and the rest receive the other. Which one performs best?
*One of my most opened emails actually had “Buffy” in the subject line. Excuse me while I wipe away my tears of joy. You are my people.
Mistake #5: Using clickbaity subject lines
While we’re on the subject of subject lines!
Let’s talk about the other extreme. People are now opening your emails - but for the wrong reasons. You might have fallen into the deadly trap that the bro marketing world laid out for your sweet, unsuspecting biz. If you’re reading this, I’m guessing you are not the bro-market-y type.
Like, at all.
I’m sorry that this has happened to you. I’m sorry that those dudes made you think doing this would help you sell. But wait, let me back up a sec. What do I mean by clickbaity subject lines? Well, if your subject lines read like a Buzzfeed headline, and end up having no real connection to the actual content of your email, they’re clickbait. Your subject lines can be enticing, intriguing, mysterious, even… but if you’re writing them only to get your emails opened, and not actually delivering the thing you hinted at, you’re in trouble.
First, if you’re signed up to a bunch of bros’ lists, unsubscribe. Your inbox will thank me later. No judgement here, by the way. I cannot believe the kinds of emails I consumed in my very early days of businesshood. I was a biz baby under the spell of a-many fast car-mounting, tight-shirt-wearing, “I can make you a bazillion dollars in 13 days” kinda marketers. Gross.
In short, make sure your subject lines don’t produce an ick-factor and are staying on the ethical biz path by avoiding clickbait territory.
Mistake #6: Hiding your unsubscribe button
Here’s another doozy for ya. Hiding your unsubscribe button isn’t just unethical - if you’re making folks click through to more than one web page to successfully unsubscribe, you’re also breaking federal law.
So, please, please, puh-leeeease don’t do this.
If people want to stop getting your emails, they have the right to unsubscribe at any time. And it should be easy for them to take their leave.
I get it. I do. I used to get super hung up on watching those “so-and-so’s just unsubscribed from your list” notifications come through. First thing - turn those automatic emails off. You don’t need to be alerted every time someone leaves your party. If they weren’t having fun, let ‘em go! Can you imagine going to a party and the host wouldn’t let you leave? Hmmm… I just had a brainwave for an email idea…
Mistake #7: Guilt-tripping folks who want to unsubscribe
Again. Not cool, bro, not cool.
Ok, so your unsubscribe button is easy to spot. But now you’re making your readers feel very uncomfortable with some less-than-kind copy whenever they think about exiting.
Now, you might be thinking, “What’s the big deal, Robyn? I was just trying to be funny!”
I know you might not intentionally be trying to make your readers feel bad for bowing out, but trust me on this. Better to just let them go in grace. No hard feelings. No shame-y language. Instead, if you really want to get them to possibly remember you and re-subscribe, lead with kindness and authenticity. “No sweat, friend! If you ever change your mind, I’d be glad to have ya back in my neck o’ the internet woods anytime.”
Mistake #8: Not scrubbing your list
This might be a touchy subject… cutting ties ain’t always easy. But when it comes to the health and vitality of your email list, you’ll wanna give it a good clean every quarter or so.
But why?!
I’ll tell ya, friend.
If you have a bunch of peeps on your precious list who are not engaging, not clicking, not even opening your emails, it’s time to take action. Because these subs are weighing you down. No, quite literally, they are driving down your open rate, which in turn affects the deliverability of your emails. Meaning, your emails may not be getting to where they need to go - in front of the eyes of your dreamies - all because of inactive subscribers.
Burn.
Before you say, “buh-bye!” forever, you’re going to want to try to win them back. Create a segment that includes only your cold subscribers, and then write a mini re-engagement sequence, just for them. Remind them why they signed up to your list in the first place. Perhaps give them a quick video tutorial, an exclusive mini-offer, or access to a freebie they can’t get anywhere else on your website. Email them about your hottest content, your most valuable nuggets of info. And if after 3-4 emails (sent maybe 2-3 days apart) they’re still completely cold, it’s time to axe ‘em for good.
Oooh! So fresh, so clean.
Mistake #9: Not emailing often enough, or ghosting your list completely
As we’re talking about engagement… are you emailing your list often enough?
One way to think about your subscribers is as though you’re courting them. Yes, I’ve stumbled into the 18th Century and if I sign up to your list, I want to hear from you. I want you to give me some attention. If you get me all excited about signing my soul away, but then only come around once in a full moon, I’m going to feel mighty vexed. And perhaps a tad suspicious?
Are you a creature of the night who can only appear once a month when all the planets are aligned just so? No. You’re probably human if you’re reading this.
So get to writing. I miss you. Or, I’ve forgotten all about you already because I’m reading that other vamp’s love letters instead.
I know, I’m getting a bit carried away thinking about my imaginary love affair with Dracula’s cousin, but I’m being deadly serious about not abandoning your beloved subscribers. Maybe you’re worried you’re bothering them? Annoying them too much, perhaps? Remember, peeps get busy. They may not even see your emails sometimes. The point is, you keep showing up. You’re there, popping out of their inbox with your to-die-for subject lines and deliciously rich content, ready to be tasted.
But if they’re not getting any glimpses of you when they start scrolling their phone or firing up Gmail on their laptop, eventually they’re going to forget you.
And you want to be immortal, don’t you? Utterly unforgettable?
Email. More. Often.
Mistake #10: Your emails are hard to read
Now you’re getting the hang of it. Your emails are getting opened here, there, and everywhere. You’re emailing consistently, in a way that feels good’n’sustainable for you. You’re even enjoying writing again. Yippee!
But folks aren’t clicking through to that uber-cool thing you’re selling. Or you’re getting zero replies after telling what you thought was THE juiciest story about marmalade and bicycles.
What the heck’s going on?
It could be that you’re sending your dreamies a written wall of doom. You’re not writing the next great American novel. You’re writing an email. It should be easy to read. Your subscribers’ eyes should be able to glide over it like butter off of Channing Tatum’s freshly oiled derriere. (I’m really excited about the new Magic Mike movie. Could ya tell?)
If you’re sending giant blocks of text, break those bad boys up. Don’t be afraid to pull out one line or even just a single word and let it sit there.
Alone.
I promise it’ll make reading your content much more enjoyable. You’re guaranteed to get more engagement, too.
Mistake #11: Not sending yourself a test email
A great way to test how your emails are landing? Email yourself first. Actually, this isn’t a suggestion. This is a must. The number of times I’ve forgotten to send myself an email and then I blast my entire list, only to see a spelling error, a broken link, a weird formatting issue or something equally horrifying… ugh. It’s the worst feeling. There’s no going back after you hit ‘SEND’.
So test, test, test!
And DO NOT FORGET - don’t just look at your email on your laptop or desktop. Open up your phone and see how the subject line and preview line appears on your phone screen (both will be shorter than if you were viewing on a laptop screen). You want to make sure these lines make sense and still grab attention when viewed on mobile. You might’ve already guessed this, but in 2022, 55% of emails were opened on mobile devices - that’s a lot. So make sure your lovingly-crafted e-letters look their both across all platforms.
Mistake #12: Forgetting a CTA
What kind of copywriter would I be if I didn’t remind you about that all-important CTA? The call-to-action, a.k.a. your email’s money-making moment. Actually, your CTA doesn’t necessarily have to be allll about the big bucks. It could be your CTA invites them to:
Follow you on Instagram
Check out the latest podcast you guested on
Watch a short video tutorial
Or it could simply ask them to hit reply and tell you more about what they’re struggling with right now.
Whatever it is you’re writing about in your email, be sure it guides them towards taking action. And then ask them to take that action. People need directions sometimes!
Mistake #13: Not making use of the p.s.
By this point, your readers are totally fangirling all over your words. They are in love with love notes and they can’t bloody wait to hear from you again.
Occasionally, though, even your most die-hard fans will be busy AF. They won’t have time to read your latest tale about the hammer, the crème brûlée, and the over-tired toddler. As exciting as it may be, they may want to skip to the end.
But how can you ensure they still get the dirt they need about your hottest offering?
Enter: the p.s.
My love for the p.s. Is sure to stay with me until the day I die. I’ve been using it religiously in letters to friends since I was old enough to have a pen pal. I’ve used to the edge of absurdity. P.p.p.p.p.p.p.p.p.p.p.s. You get it. You probably did, too. Don’t lie, now!
I’m not saying you need to go quite that wild with the p.s. No, no.
But it doesn’t hurt to always include a recap of whatever it is you’re writing about in your email.
Because sometimes people skim real fast. So when they get to the end of your email, and they see the p.s. there, succinctly summing up everything you need them to know so they can take that next step (always include a link here, too, if applicable) they’re more likely to… well, take that next step!
Okie dokie. This was a looooong one, eh?
I’m not going to spend too much time going over all these hella good tips. (If I do say so myself!) You can go back and read the ones that feel most relevant for you and the stage you’re at with your email marketing.
Here’s a very brief breakdown of all 13 mistakes:
Mistakes 1-3: Write like you’re having a conversation with ONE of your dream people. THE ONE. The Chosen One, if you could be so kind as to indulge me. Write as you’d write to your best friend… or as close as you can get to that while staying on brand and not going too wild.
Mistake 4: Start paying attention to the emails you love to read. Keep a bank of subject line ideas in a google doc or in a notebook. Test. Refine. Test some more. Watch your open rate climb.
Mistakes 5-7: Don’t be a d*ck. Let people leave when they wanna leave. And don’t fall into the trap of tricking people to read your emails by writing clickbait. You’re not helping anyone by doing that. And you’re harming your biz.
Mistakes 8 + 9: If some of your subs have gone cold, it may be worth showing them some extra love to warm them back up to your fabulousness. And if it’s you who’s been giving your dear readers the ghostly shoulder, time to put the effort in and win back their hearts with your most compelling content.
Mistakes 10+11: Test. Test. Test. Read. Read. Read. Ask yourself, “how is this landing in the eyes of my subscribers?
Mistakes 12+13: Remind your dreamies what to do next. They may not know what you want them to do. Or how best to get in touch with you about working together. Tell them. Explicitly. And often.
Hey, there! If we haven’t met, I’m Robyn LeRoy-Evans - the Boss Word Weaver at Echo + Scribe. I’m a copywriter and mentor for badass folks with big hearts looking to do good in the world with game-changing products or services.
Longing to get your welcome sequence, launch sequence, or check-out-my-awesomeness sequence out there but don’t know where to start? Write me a love note and let’s see if we can make some email magic together.
Other ways we can stay connected:
Scoop up your free Email Marketing Checklist so you can make sure your emails are always bringing those feel-good tingles to your dreamies’ inboxes.
When you sign up to get the checklist, you’ll also start getting my emails. Every week I send one-ish electronic epistle usually packed with:
Awesome copy tips you won’t see on my feed… or more in-depth breakdowns of what I share over here on the ‘Gram
True-life crime stories about my other life as a secret agent. JK. My life is not that exciting, but I *do* share some entertaining stories about my life and occasionally connect them to biz, however haphazardly
Organizations, events, and causes I believe in and wanna shout about
First word on new offers, early-bird pricing, and other biz-related bits and bobs you might be interested in
Buffy. #SorryNotSorry. There will always be Buffy.
Wanna get straight to the chin-wagging? Say hi at robyn@echoandscribe.com or send me a DM.
‘Til next time, friend!