…and how to avoid looking like a spammer with a sketchy font.
Email is powerful. It can drive sales, boost loyalty and build brand visibility.
But when it’s done badly? It looks desperate, gets ignored, or worse, lands straight in spam.
Here’s where brands go wrong and how to avoid those costly mistakes.
1. sending the same thing to everyone
If every subscriber gets the same generic message, most will ignore it.
💡 Fix: segment your list by interest, behaviour, or buying history. Relevance equals results.
2. overdoing it
Flooding inboxes too often just wears people down. Too many emails = a one-way trip to unsubscribe city.
💡 Fix: keep a regular, sensible rhythm. Weekly or fortnightly is usually enough.
3. Poor subject lines
Your subject line decides whether you get opened or deleted.
💡 Fix: be clear, intriguing, or helpful. “You’ll want to see this” beats “Newsletter #42”.
4. Not optimised for mobile
If your email’s a scroll-fest or the formatting’s off on mobile, most people won’t bother.
💡 Fix: test every campaign on your phone before you send it.
5. Lack of testing
Typos, broken links or images that won’t load make your business look sloppy.
💡 Fix: always send yourself a test, click every link, and preview on different devices.
6.Aall sell, no value
If every email is just pushing products, people stop trusting your brand.
💡 Fix: mix in useful tips, customer stories, behind-the-scenes content or exclusive insights. Build trust, not just sales.
7. No staff to manage it
Email marketing takes planning, writing, testing and analysing. It’s not a one-person, five-minute job.
💡 Fix: make sure you’ve got the right people in place or outsource it properly.
8. Legal blind spots
Email marketing without proper permissions can break privacy laws.
💡 Fix: only email people who’ve opted in. Make unsubscribing easy. Know the rules (think GDPR).
9. Accuracy matters
Mistakes damage credibility. Wrong names, incorrect offers or misleading info cause confusion.
💡 Fix: double-check everything. A second pair of eyes is always a good idea.
10. Spam risk
Too many links, salesy language or weird formatting? You’ll end up in the spam folder.
💡 Fix: use a clean layout, avoid trigger words (“urgent!!!” or “buy now”), and send from a reputable domain.
The takeaway
Email marketing still works but only if it’s done well.
Respect the inbox. Be useful, professional and consistent. Test everything. And don’t cut corners. Because the second your emails feel lazy, your audience checks out.
41+ Common Email Marketing Mistakes to Avoid in 2024 – SendGrid
This comprehensive guide delves into frequent errors such as neglecting sender reputation, overlooking regulations, and using no-reply email addresses, offering practical solutions to enhance your campaigns.
It covers practical mistakes, from poor segmentation and spam triggers to design and compliance issues — a perfect reference to back up your points with expert insights.
