Study after study confirms that email marketing is one of the most cost-effective tools in the marketer’s toolbox, making it possible to reach customers in a way that’s singularly effective. And yet, not all email marketing campaigns are created equal. Sometimes, even the most well-intentioned strategies can yield subpar results, draining the marketing budget while offering little to show for it.

One of the best ways to avoid these potentially costly errors is simply to be more aware of them. In this post, we’ll round up some of the most common and consequential email marketing pitfalls.

8 Common Email Marketing Errors

1) Sending a generic email to everyone.

Email is powerful because it allows you to connect with your subscribers in a way that feels personal; in essence, it allows you to make them feel special. To do that, though, you need to segment your audience according to consumer histories or demographic factors, then customize your content to target different audiences. Sending the same email to everyone will likely lead to subpar engagement levels.

2) Writing bad subject lines.

Your subject line is make-or-break. If it’s not sufficiently enticing, then you’re not going to have readers clicking, opening, or reading. It’s important to experiment with a few different types of subject line, testing them to see what works and what doesn’t. The bottom line is, spending time and money on emails that never even get opened is simply a waste, making the subject line utterly paramount.

3) Your emails are not mobile-ready.

One important reminder: A majority of your readers are going to be on their mobile devices, making it essential that your messages be legible across all browser and device types. If you end up with wonky graphics or distorted text, your entire campaign may be dead on arrival. Verify that you’re working with an email marketing platform or template that is optimized for mobile devices.

4) Your frequency is off.

It’s possible to err by sending marketing emails too regularly, or by not sending them regularly enough. With infrequent emailing, your brand awareness will plunge. With excessive emailing, you’ll develop a reputation as a spammer… and likely see a lot of your subscribers opt out. So how often should you send marketing emails? While once every week or two is a good starting point, you should really be checking your metrics to see what kind of frequency works for your brand.

5) You’re not checking your stats.

Speaking of analytics, another common email marketing error is failing to keep an eye on your relevant metrics. If you’re not following numbers such as open rates, click-through rates, and conversions, then you’re missing out on invaluable insights that could help make your email marketing efforts more effective. Always review the data following a campaign, see what works, and use that as a guide for future campaigns.

6) Failing to prune your email list.

Most email marketers are zealous about making their subscriber list as hefty as can be… but remember that there is merit in trimming your list from time to time, too. Specifically, you’ll want to remove names that have a low open rate or that routinely end up in spam folders. Ensure you’re investing in sending emails to reachable consumers, not the folks who continually ignore you!

7) Failing to remove spam reporters.

From time to time, you may have subscribers who report your emails as spam. That’s never a pleasant feeling, but the least you can do is remove them from your list, so they don’t cause further trouble. On a related note, it’s good practice to ensure there is a clear way for folks to unsubscribe. (Not only is this good for the user experience, but it’s also actually required for legal compliance, too.)

8) Using low-quality images.

Finally, keep in mind that compelling email marketing isn’t just about text. You’ll also want to use images to draw attention and to underscore your branding. With that said, low-quality images will make your brand look sloppy and unprofessional, potentially undermining trust. Don’t make the mistake of populating your marketing emails with low-quality visuals, or of neglecting to include visuals in the first place.

Steer Clear of Costly Email Marketing Errors

Virtually every business benefits from having email in its marketing toolbox. While email marketing can yield a high return on investment, it’s important to approach it strategically, and to avoid some of these common and costly mistakes.

At enCOMPASS Agency, we have a proven track record helping our clients achieve value through effective email marketing. We’d love to talk with you further about the best ways to leverage email to reach your customers and to build your brand. Reach out to the enCOMPASS Agency team whenever you’d like to have an email marketing conversation!