Email marketing mistakes small businesses need to avoid

Significant email marketing mistakes and how to avoid them

A lot of businesses make email marketing mistakes. So many they won’t fit into one blog post.

Are you one of those businesses?

To help you and your team avoid some of the worst email marketing mistakes, we highlight some of them here and show you how to recover if you make them.

A botched subject line

Not the end of the world, but wastes an email and perhaps loses a subscriber or two.

To avoid this mistake:

  • Always check your emails before you send them out.
  • Avoid jokes unless the joke is so well known everyone gets it and no one is offended by it.
  • Test them. The “Coschedule Headline Analyzer” (google for it) is the best test available today.

Spend some time to craft your subject line, then review it over and over before sending out.

Emails for mobile devices

Today, more than half of all email messages are opened on mobile devices and therefore your emails need to be properly optimized for mobile devices.

  • Mails must be readable on phones,
  • All buttons and links must be easy to click AND MUST WORK.
  • And the layout of your mails must be mobile friendly.

If your email marketing service does not allow you to send a test email, change providers. Always send a test email to yourself and read it on your phone. Test every link and every button. Do this for every email.

Buying a list

This one could be the end of the world for you (or at least your email marketing efforts).

When “too many” people report your email as SPAM your email will start to be delivered to the SPAM folder rather than the inbox.

If this happens you may be unable to recover. You may need to quite literally abandon your domain name, get a new one, and start over.

In conclusion

Mistakes happen, but most are learning experiences.


If you have an interesting story about an email marketing error you would like to share, please do so in a comment below.

Learn more here…

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