Email is still an outstanding way to communicate and do business. Everyone is used to doing some type of business via email — the same cannot be said today for social media. And as email inboxes become more and more guarded, and services like Gmail are pulling out all the stops to keep your email blasts from finding it’s target, your email marketing practices have to improve or see diminishing returns. So that does not happen, let’s take a look at some common mistakes made in email marketing and how to avoid them.

1: Bad Subject Lines

When writing subject lines, remember that there is one simple goal of a subject line — get the email opened. Because of this, the subject line needs to be strong, generate a sense of curiosity and stand out from everything else that’s drowning the inbox. Bad subject lines will kill email open rates.


So here’s what to do: The human mind cannot deal with unfinished thoughts (Google “Zeigarnik Effect”) therefore an incomplete thought makes a good subject line. Another idea, spend a few minutes taking in the headlines in the tabloids while you’re checking out at the supermarket. There’s a reason those things sell, even if there’s barely a drop of truth in an entire publication. They get eyeballs, entertain and stimulate the imagination. I’m not saying start making up stories about alien abductions and celebrities (or both) but simply take a cue from the stunning sensationalism that they sell. You shouldn’t argue with results.

2: Too Long

We live in the information age… or better yet, the information overload age. People are just trying to stay above water, so down drown out your audience with too much. Keep it concise, get to the point, give readers something of value and let them get on with their lives. They’ll thank you for it by not being bored or annoyed and unsubscribing, or even worse, just ignoring everything you send.

3: No Call to Action


You’re not sending emails out for your health or for good will. Email marketing is, as the name implies, a form of marketing. Think response and conversions — what are you hoping the subscriber does after reading? A call to action should answer this question and it needs to a) exist, b) be obvious for anyone reading, and c) see number 4.

4: CTA Only at The End of the Email

This last mistake usually goes along with mistake number two, in one of those long emails that bores readers to sleep before they get to the end. If that happens, and they ever wake up, there’s not a good chance that they’ll ever respond to your call to action because they never get to it. To combat this, place the call to action every few paragraphs. Usually this is in the form of a link to a site where there’s on offer, but can be anything.


Email marketing is still incredibly powerful and actually underrated when abiding by a few simple rules to keep pulling good results. With a few minor tweaks, you’ll keep your readers interested and active!