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Common Email Marketing Mistakes To Avoid In 2021

Eshan Pancholi
Jan 20, 2021

Today, marketers primarily focus on Instagram marketing, YouTube influencers, chatbots on websites, and other newer marketing techniques to reach more people. However, there should be no doubt that you need to include email marketing in your arsenal of marketing ammunition.


In case you are wondering about the effectiveness and relevance of old-school email marketing in today's new-age world of high-tech marketing, it's important to know email generates $38 for every $1 spent, which is an astounding 3,800% ROI!


In addition to that, 73% of millennials prefer communications from businesses to come via email. There are 3.9 billion daily email users and an estimated 4.3 billion users by 2023. This makes email a promising marketing strategy.


It's clear then that email marketing is a strategy to be honed and not skipped. We've compiled a list of common mistakes and faux pas to avoid that will help you get more people to open your emails and newsletters and, more importantly, take action.


1. Messing Up The Subject Line

You'd be surprised to learn just how many bulk emails and newsletters are sent out with absurd or even missing subject lines. This is a grave mistake that will cost you not only a missed opportunity for the particular email you sent but will also impact your reputation in the industry.


Most marketers often overlook writing the subject line since they choose to do it later. However, you should write your email's subject line first, so you have a clear idea about the body of your email.


Always remember to add the subject line first since it is the first thing your customer will see. Keep it simple, short, and informative. Making it catchy depends on the contents of the email. A catchy subject line or phrase for a special offer announcement will definitely get more impressions and open rates.


2. Not Checking Your Email On Multiple Platforms and Devices

It's important to check how your email looks on multiple browsers and apps before sending it out. After working hard on the content, subject line, and design of your email, the last thing you want is for your customers to read a distorted email message.


With tools such as emailonacid, you can check how your email will look across dozens of apps and browsers. All the planning and creativity behind your email will go to waste if the images aren't displaying correctly, or if the text looks contorted, your customers will not be able to read your email.


3. Not Using Short, Memorable Links

It's important to use short, memorable, and credible links in the body of the email. For instance, if you are in the process of launching a new line of sunglasses for your eyewear business, you can use www.sunglasses.cyou as a short and relevant link to direct traffic to your new product page.


Similarly, you can use relevant domain names like www.stocks.bond or www.banking.bond as relevant short links for your finance business. Using short links is a great way to reinforce your brand identity and come across as an innovative, smart entity.


4. Goofing Up Call-To-Action Buttons

The primary objective of any email marketing campaign or newsletter outreach is to get recipients to take action by clicking on a button or link in the message. A common mistake most marketers make is to either include lots of call-to-actions or then none at all. Both these errors impact the overall effectiveness of your email strategy.


Too many call-to-action buttons will result in people getting confused and clicking on the wrong ones, or it will irritate them to the point where they will opt-out of your subscription list. Stick to including one primary call-to-action button, if possible. You want your email to be exact in terms of its intent and action.


Ensure that your call-to-action button has a simple yet attractive design to make it stand out from the rest of the content. Use short and crisp text like 'Subscribe Now,' 'Check It out,' 'Buy Now,' etc.


Additionally, it's important to include a CTA for unsubscribing to your newsletter. This is usually placed at the end of the email in much smaller text to give your subscribers the option to opt-out from your newsletters and emails.


5. Sending Emails At The Wrong Time


Timing is critical for an email marketing strategy to be successful. Timing is all the more relevant when your subscribers are located across the world. You need to consider what kind of email you are sending, and at what time of the day, and on which day of the week.


Although there's no fixed day or time to ensure your email's success, it's wise to take into account where your subscribers are based and what time or day it is there. A mass follow-up email on a Monday morning may not be the best option. Similarly, a new product launch announcement email at midnight might go unnoticed.


You can use Google Analytics to study your target audiences' behaviors about the days and times they're likely to read their emails. Timing is essential to your email's success rates.


6. Going Crazy With Multimedia Content

Many marketers place their email's success in the hands of heavy multimedia content like stock photos, banner images, gifs, and short videos. While using multimedia content is a great way to attract eyeballs and keep people glued to your email, going overboard with multimedia content will make your email heavy and come across as a bit messy.


While using simple charts and graphics is a smart way to incorporate multimedia content, it's important to remember that a simple design will go a long way compared to a complicated and flashy one.


Start Your Email Marketing Strategy Today!

If you find yourself making these mistakes, then it's time to fix them. And don't fret, as these are common email marketing mistakes made by marketers worldwide. Fixing these mistakes will help you ace your email marketing efforts and derive the results you've been looking for.






Eshan is a Senior Marketing Specialist at ShortDot, the registry behind some of the most successful new domain extensions, including .icu, .bond, and .cyou. You can connect with him on LinkedIn.


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