Worst Email Marketing Practices for Your Business


What could be the worst email marketing practices around? Did you ever wonder?

If you use email marketing in your business, you know writing a great email isn’t as simple as it seems. You can apply specific strategies to reach more people, engage your audience, and get them to convert. We have already told you some tips you should have in mind. Today, we’ll talk about what you should avoid.

Sometimes you focus so closely on what to do right, you forget to look out for the things that can go wrong. That’s like driving safely under the speed limit but ignoring the Road Closed warning sign. Here are the top 5 email design errors you need to stay away from.

Worst Email Marketing Practices

1. Image only emails

Firstly, the filters won’t be able to read your email, and they’ll be likely to assume you don’t want them to scan the email because it’s spam. Therefore, there’s a chance it will end in the spam inbox, so your recipients won’t see it, and you’ll harm your reputation.

Even if your email doesn’t end up as spam, many recipients still won’t see it since Outlook, and other clients don’t display images by default. Other clients automatically turn images off.

Also, images aren’t always mobile-friendly. If a mobile user opens your email while they’re offline, they won’t see anything – so they’ll probably just delete it.

2. Not having a fast-loading, brand-consistent header image

A header image is basically imperative in marketing emails. It has to be simple, powerful, clear, and consistent with your brand. That will signal to the recipient that the email came from you and your company, generating a sense of trust and immediate recognition.

3. Too many Calls to Action

Every email should contain a Call to Action, obviously. You want people to convert, which can be going to your website, buying something, etc. Many marketers err by acting too cautious. However, others go too far to the other extreme. Just one or two buttons and a link within the email text are enough to send your reader to the landing page. Don’t overdo it. 

4. Gray walls of text

Just like website readers, email readers are skimmers. If you send them a solid wall of text with long, long paragraphs, you will make their eyes glaze over. Email is not the medium for long, thoughtful, scholarly articles. You need to make them entertaining somehow. You can’t bore people into doing business with you. Here are some tips:

  • Use a headline to alert them to the main point.
  • Subheads to break up the subject matter.
  • Short paragraphs. Get to the point.
  • Organize your information.
  • Use visual content if suited. 

5. Hiding the Unsubscribe link

Think you don’t want people to get off your list? You’re wrong. You do. If they want off, you want them off. So you should let them get off and encourage them to unsubscribe. Point them to the Exit. Remember, they cost you money. They give you the illusion that your list is bigger than it actually is. Every list attracts tire-kickers who will never buy, and you pay for every single one. Granted, some people will eventually buy. If they’re at all interested in your product and the content you send out, they’ll stick around. Remember, quality over quantity is always better!

Email remains one of the most effective forms of online marketing because it’s the prospect or customer allowing you into their most private and intimate online space, their inbox. Respect their space, and they’ll reward you with their business. Avoid these worst email marketing practices to keep them happy!

If you didn’t know, at Tavano Team we are partnered with Klaviyo, a major email marketing platform that brings amazing results. Contact our experts to create a tailored email strategy that suits your business, your clients, and your needs.

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