Avoid These 5 Common Email Mistakes

1. Underestimating the Power of Design

While there's a charm to plain text emails, especially in certain contexts, it's a mistake to dismiss the potential of well-designed emails. A visually appealing email can make a significant impact, setting your message apart in a crowded inbox.

An example of well designed marketing emails

The Fix

Highlight Key Messages

Use design elements to draw attention to crucial pieces of information or offers.

Complement Your Copy

A harmonious blend of design and copy can enhance the overall message and make it more persuasive.

Stay Consistent

Ensure that your email design aligns with your brand's aesthetics and values.

2. Overcomplicating Call-to-Actions (CTAs)

A CTA is your email's directive, guiding the reader on the next step. Overly creative or ambiguous CTAs can confuse readers and reduce click-through rates.

An example of overcomplicating call to actions

The Fix

Be Direct

Instead of saying "Jump into style," opt for a straightforward "Shop the look."

Clarity is Key

Ensure that your CTA clearly communicates the desired action.

3. Overloading with Content

In today's fast-paced world, attention spans are limited. An email overloaded with content can be overwhelming, leading readers to skip or delete it.

An overwhelmed woman

The Fix

Embrace Brevity

Convey your message concisely. If readers can grasp the essence of your email at a glance, you're on the right track.

Use Formatting Tools

Bullet points, product call-outs, and tables can help organize information, making it more digestible.

Prioritize Information

Ensure that the most critical details or offers are prominently displayed.

4. Neglecting the Entertainment Quotient

While it's essential to educate customers about your products or services, a constant stream of informational emails can become monotonous.

An example of a marketing email

The Fix

Stay Updated with Trends

Every so often, send out a 'news-jacker' style email that references current events or popular trends.

Inject Humour

A light-hearted or funny email can be a refreshing change, making your brand more relatable.

Diversify Content

Mix up your email content to keep your audience engaged. This could include behind-the-scenes looks, customer testimonials, or even fun quizzes.

5. Perfectionism Hindering Productivity

While it's essential to maintain brand consistency and quality, getting too bogged down in details can reduce the frequency of your email campaigns, potentially missing out on engagement opportunities.

A man painting road markings with a little brush

The Fix

Find a Balance

While quality is crucial, it's equally important to maintain a steady flow of communication with your audience.

Set Deadlines

Establish a timeline for each email campaign. This ensures that you don't spend excessive time on one email at the expense of others.

Feedback Loop

Regularly gather feedback from your team and audience. This can help identify areas of improvement without getting stuck in the quest for perfection.


Email marketing, when done right, can be a potent tool for businesses. By avoiding these common mistakes, brands can craft compelling emails that not only capture attention but also drive action. As with all marketing strategies, it's essential to keep evolving, learning from past campaigns, and continuously striving to connect more authentically with your audience.

P.S. Now that you're equipped with these insights, I'd love to hear from you. What email mistakes have you come across, and how have you tackled them? Contact us here!