We’ve all been there! Hovering over the “Send” button, heart pounding, second-guessing everything from the subject line to whether we spelled “Tuesday” right. Email marketing is both an art and a science, and even seasoned pros have their “oops” moments. So instead of pretending we’re perfect (spoiler alert: we’re not), let’s own up to the top 7 email marketing mistakes we’ve seen and how you can avoid them.
The Mistake: You hit “Send” too soon. There’s a typo in the headline. The link goes to the wrong page. And worst of all… you addressed your audience as “{FirstName}.”
How to Fix It:
– Use a pre-send checklist.
– Always send a test email to yourself and at least one other team member.
Real Talk: You don’t want a campaign being sent with a broken CTA link—on a Friday at 4:59 PM.
The Mistake: “Newsletter #24” just doesn’t scream “Open me!”
How to Fix It:
– Get creative. A/B test subject lines to see what resonates and performs better.
– Use curiosity, urgency, or humor without sounding like spam.
– A tool like ChatGPT can help you brainstorm different variations of subject lines you may not have thought of before.
The Mistake: Your email looks like a blog post and reads like a user manual. “I ain’t reading all that. I’m happy for you tho, or sorry that happened” vibes.
How to Fix It:
– Break up content with images, bullets, and clear CTAs.
– Make use of design best practices even if you’re sticking to a simple layout.
The Mistake: Your email looks gorgeous on desktop, but on mobile? It’s a hot mess.
How to Fix It:
– Always preview your email on multiple screen sizes.
– Use responsive templates and avoid giant image files.
– Keep buttons big enough to tap on different devices.
The Mistake: Your email about a local NYC event went out to your entire list including your Denver subscribers.
How to Fix It:
– Get serious about segmentation.
– Tag subscribers by behavior, geography, preferences, or purchase history.
– Double-check who’s getting what campaign. Every. Single. Time.
The Mistake: Every email is a pitch. Your audience is starting to ghost you.
How to Fix It:
– Balance sales with value. Share insights, stories, and tips, not just offers.
– Use storytelling to humanize your brand.
– Make subscribers feel like they’re part of something, not just a wallet with an inbox.
The Mistake: You’re sending emails and hoping for the best, but never checking what’s actually working.
How to Fix It:
– Set regular review times to look at email metrics, click-throughs, and conversions.
– Identify trends and tweak your strategy accordingly.
Email marketing isn’t about perfection. It’s about connection. Mistakes happen even to the best of us. Every “oops” is a chance to learn, improve, and grow. The next time something slips through the cracks, just hum a little Britney and keep testing, tweaking, and tapping “Send.”
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