10 Common Mistakes You’re Making That Land Emails in Spam

Email marketing for business is a powerful tool for businesses to reach out to their customers and potential clients. It is a cost-effective way to promote products, services, and brand awareness. According to a study by HubSpot, email generates $38 for every $1 spent, making it one of the highest ROI marketing channels.

However, creating effective email campaigns is one of the key challenges any businesses or digital marketing agencies face, and even a small mistake can result in losing subscribers or having your emails marked as spam.

Let’s discuss 10 common email marketing mistakes that could be costing you your subscribers and landing your emails in spam.

By the end of this article, you will have a better understanding of how to avoid these mistakes and improve your email marketing strategy, leading to better engagement with your subscribers and more successful campaigns.

Key Takeaways

• Mistake #1: Sending too many emails
• Mistake #2: Not segmenting your list
• Mistake #3: Using spam trigger words
• Mistake #4: Not using a clear call-to-action
• Mistake #5: Not optimizing for mobile
• Mistake #6: Not providing value
• Mistake #7: Using a boring or misleading subject line
• Mistake #8: Not cleaning your list regularly
• Mistake #9: Not testing your emails
• Mistake #10: Ignoring unsubscribes and spam complaints
• What is a hard bounce error in email marketing?
• What is Email Campaign Effectiveness?
• What are some measures to check the performance of an email marketing campaign?
• How to Set Email Marketing KPIs?
• What are the most important metrics in email marketing?
• What are phishing emails?
• What are the most common reasons for unsubscribing from a newsletter?
• Conclusion

II. Mistake #1: Sending too many emails

Sending too many emails to your subscribers can lead to a phenomenon known as “subscriber fatigue.” This occurs when subscribers become overwhelmed by the frequency of emails and start to disengage or even unsubscribe from your list altogether.

In fact, according to a study by Marketing Sherpa, 86% of consumers reported that they would like to receive promotional emails from companies at least once a month, while only 15% would like to receive them daily.

To Avoid This Mistake, Consider the Following Factors:

• Set a schedule and stick to it. Determine how often you want to send emails, and make sure that it aligns with the expectations of your subscribers. If you’re not sure what frequency is best, you can try testing different schedules and measuring engagement rates to see what works best for your audience.
• Segment your email list based on engagement levels. For example, you may want to send more frequent emails to highly engaged subscribers, while sending fewer emails to those who haven’t opened your emails in a while. This can help you avoid overwhelming your entire list with too many emails.

III. Mistake #2: Not segmenting your list

Not segmenting your email list can lead to sending irrelevant emails to your subscribers, which can result in disengagement or even unsubscribes. Every subscriber is unique, with different interests, behaviors, and needs. Failing to recognize these differences and sending one-size-fits-all emails can leave subscribers feeling disconnected from your brand.

To Avoid This Mistake, Consider the Following Factors:

• Segment your email list based on different criteria such as subscriber data and behavior. Subscriber data includes demographic information like age, location, and gender, while behavior includes things like engagement levels, purchase history, and website activity.
• Send more relevant emails to your subscribers. For example, you can send tailored emails to subscribers who have shown interest in a particular product or service. You can also send targeted promotions to subscribers who have made a purchase in the past, encouraging repeat business.
• Segment your list based on engagement levels. By identifying subscribers who haven’t opened or clicked on your emails in a while, you can create targeted re-engagement campaigns that aim to bring them back into the fold.

IV. Mistake #3: Using spam trigger words

In today’s world, email is an essential communication tool for businesses and individuals. However, with the rise of spam emails, getting your message delivered to the recipient’s inbox can be challenging. One of the email marketing mistakes that can hurt your email deliverability rates is using spam trigger words.

Spam trigger words are terms or phrases that email filters identify as spam. When email filters detect these words, they flag the email as spam and either deliver it to the recipient’s spam folder or block it entirely. Using spam trigger words in your email subject lines or message content can significantly reduce your email deliverability rates and damage your sender reputation.

Here Are Some Common Spam Trigger Words to Avoid:

• Free – This word is a common spam trigger as it is often used in promotional emails. Instead of using “free,” try using words like “complimentary,” “no cost,” or “at no charge.”
• Urgent – This word can create a sense of urgency in your email, but it is also a popular term used in spam emails. Instead of using “urgent,” try using words like “important,” “time-sensitive,” or “critical.”
• Act now – Similar to “urgent,” this phrase can be seen as spammy. Instead of using “act now,” try using “limited time offer,” “expires soon,” or “last chance.”
• Make money – This phrase is often used in spam emails, particularly in get-rich-quick schemes. Instead of using “make money,” try using “earn money,” “generate income,” or “increase revenue.”
• Guaranteed – This word is often used in spam emails that make unrealistic promises. Instead of using “guaranteed,” try using “assured,” “reliable,” or “certain.”

V. Mistake #4: Not using a clear call-to-action

When it comes to email marketing for business, one of the most crucial elements is the call-to-action (CTA). A call-to-action is a statement or button that encourages the reader to take a specific action, such as signing up for a newsletter, making a purchase, or downloading a whitepaper. Not having a clear call-to-action can lead to low conversion rates and ultimately hurt the success of your email campaign.

Here’s How Not Having a Clear Call-To-Action Can Lead to Low Conversion Rates:

• Confusion: Without a clear call-to-action, the reader may not know what action to take or what the next step is. This confusion can lead to a lack of engagement and ultimately low conversion rates.
• Lack of urgency: A strong call-to-action creates a sense of urgency, encouraging the reader to take immediate action. Without a clear call-to-action, the reader may not feel a sense of urgency and may delay taking action or forget about the email altogether.
• Missed opportunities: Not having a clear call-to-action means missing out on potential conversions. A strong call-to-action can motivate the reader to take action, leading to increased conversions and ultimately, more revenue for your business.

Here Are Some Tips for Creating an Effective Call-To-Action:

• Use action-oriented language: Use action-oriented language that clearly communicates the desired action, such as “buy now,” “subscribe,” or “download.” This language creates a sense of urgency and encourages the reader to take immediate action.
• Make it easy to find: Your call-to-action should be prominent and easy to find. Consider using contrasting colors, bold text, or placing it in a prominent location in the email, such as at the top or bottom of the message.
• Be clear and concise: Your call-to-action should be clear and concise, avoiding any confusion about what action the reader should take. Use simple language and avoid industry jargon or complex terminology.
• Create a sense of urgency: Create a sense of urgency by using words or phrases like “limited time offer,” “expires soon,” or “don’t miss out.” This sense of urgency can motivate the reader to take action and increase conversions.

VI. Mistake #5: Not optimizing for mobile

In today’s world, people are increasingly using their mobile devices to check their email. Not optimizing your emails for mobile can lead to low engagement rates, as readers may find it challenging to read and interact with your message on a small screen.

Here’s How Not Optimizing Your Emails for Mobile Can Lead to Low Engagement Rates:

• Poor user experience: If your email is not optimized for mobile, it can lead to a poor user experience. The text may be too small to read, images may not load correctly, and buttons may be too small to click. This can frustrate the reader and cause them to disengage with your message.
• Low engagement: If your email is not optimized for mobile, it can lead to low engagement rates. Readers may not be able to interact with your message, resulting in lower click-through rates, lower conversion rates, and ultimately, lower revenue for your business.
• Negative impact on your brand: If your email is not optimized for mobile, it can negatively impact your brand’s reputation. Readers may perceive your brand as outdated or unprofessional, leading to decreased trust and loyalty.

Here Are Some Tips for Optimizing Your Emails for Mobile:

• Use responsive design: Responsive design ensures that your email adapts to the screen size of the reader’s device, providing an optimal viewing experience. This means that your email will look great on both desktop and mobile devices.
• Keep your content concise: Mobile users have shorter attention spans, so it’s essential to keep your content concise and to the point. Use short paragraphs, bullet points, and clear headings to make your message easy to read and digest.
• Use large fonts: Use large fonts that are easy to read on a small screen. Aim for a font size of at least 14px to ensure that your text is legible.
• Use images wisely: Use images sparingly and ensure that they are optimized for mobile. Large images can slow down load times, leading to a poor user experience.
• Test your emails: Test your emails on multiple devices and email clients to ensure that they display correctly. This will help you identify any issues and ensure that your emails look great on any device.

VII. Mistake #6: Not providing value

One of the most significant email marketing mistakes that email marketers can make is not providing value to their subscribers. Your subscribers have given you permission to contact them, and they expect to receive something valuable in return.

If you fail to deliver on this expectation, it can lead to unsubscribes and a damaged reputation.

Here’s How Not Providing Value to Your Subscribers Can Lead to Unsubscribes:

• Lack of engagement: If you’re not providing value to your subscribers, they are less likely to engage with your emails. This means that they are less likely to open, click-through, or take any desired action, such as making a purchase.
• Unsubscribes: If your subscribers are not finding value in your emails, they may unsubscribe from your list. This can lead to a decrease in your email list size, which can negatively impact your business.
• Damaged reputation: If you’re not providing value to your subscribers, it can damage your reputation. Your subscribers may perceive you as spammy or untrustworthy, leading to decreased brand loyalty and sales.

Here Are Some Tips for Providing Value to Your Subscribers:

• Offer exclusive content: Offer your subscribers exclusive content that they can’t find anywhere else. This could be in the form of blog posts, e-books, or videos. Providing unique content can help establish you as an authority in your industry and keep your subscribers engaged.
• Provide discounts: Providing discounts or special offers to your subscribers can be an excellent way to provide value. Everyone loves a good deal, and offering exclusive discounts can encourage subscribers to make a purchase.
• Personalize your emails: Personalizing your emails can help make them more relevant and valuable to your subscribers. Use their first name, make product recommendations based on their past purchases, and send targeted messages based on their interests.
• Ask for feedback: Ask your subscribers for feedback on your emails, products, or services. This can help you understand their needs better and tailor your messages accordingly.
• Provide useful information: Provide your subscribers with useful information that can help them solve a problem or achieve a goal. This could be in the form of tips, tricks, or industry insights.

VIII. Mistake #7: Using a boring or misleading subject line

Your subject line is the first thing that your subscribers see in their inbox, and it’s your first opportunity to make a good impression.

Using a boring or misleading subject line can hurt your open rates and decrease the effectiveness of your email marketing campaigns.

Here’s How Using an Incorrect Subject Line Can Negatively Impact:

• Low open rates: A boring or misleading subject line can lead to low open rates. If your subscribers aren’t interested in your subject line, they won’t bother opening your email, and you’ll miss out on a valuable opportunity to engage with them.
• Decreased engagement: A boring or misleading subject line can also lead to decreased engagement. If your subscribers open your email but find the content irrelevant or uninteresting, they are less likely to engage with it or take any desired action.
• Spam complaints: A misleading subject line can also lead to spam complaints. If your subject line doesn’t accurately reflect the content of your email, your subscribers may perceive it as spammy or deceptive and report it as such.

Here Are Some Tips Using Which You Can Write an Effective Subject Line:

• Personalize your subject line: Personalizing your subject line can make it more compelling and increase the likelihood of your email being opened. Use your subscriber’s first name or include their location to make your message more relevant.
• Create a sense of urgency: Creating a sense of urgency can help motivate your subscribers to take action. Use phrases like “limited time offer” or “ending soon” to create urgency and encourage opens.
• Use descriptive language: Use descriptive language in your subject line to accurately reflect the content of your email. This can help avoid confusion and decrease the likelihood of spam complaints.
• Keep it short and sweet: Keep your subject line short and to the point. Most email clients only display a limited number of characters, so make sure that your subject line is concise and easy to read.
• A/B test your subject lines: A/B testing your subject lines can help you determine which ones are most effective email marketing for business. Try testing different subject lines to see which ones have the highest open rates and engagement.

IX. Mistake #8: Not cleaning your list regularly

Not cleaning your email list regularly can lead to a high bounce rate and low engagement rates, ultimately impacting the success of your effective email campaigns.

Here’s How Not Cleaning Your Email List Regularly Can Negatively Impact:

• High bounce rate: If you don’t clean your email list regularly, you may end up sending emails to invalid or inactive email addresses, resulting in a high bounce rate. A high bounce rate can negatively impact your sender reputation, and email service providers may start flagging your emails as spam, ultimately leading to lower deliverability rates.
• Low engagement rates: Not cleaning your email list regularly can also lead to low engagement rates. Subscribers who are no longer interested in your emails or have stopped engaging with them may continue to receive them, resulting in lower engagement rates, which can negatively impact your sender reputation.

Here Are Some Tips for Cleaning Your Email List Effectively:

• Remove inactive subscribers: Identify subscribers who haven’t engaged with your emails in a while and remove them from your list. You can segment your list based on engagement levels and target inactive subscribers with a re-engagement campaign to try and win them back.
• Use double opt-in: Implementing a double opt-in process can help ensure that you are only adding subscribers who are interested in receiving your emails. This process involves sending a confirmation email to new subscribers asking them to confirm their subscription.
• Verify email addresses: Use an email verification service to ensure that the email addresses on your list are valid and active. This can help prevent high bounce rates and improve deliverability rates.
• Monitor engagement rates: Keep a close eye on your engagement rates and segment your list accordingly. If a particular segment of your list consistently shows low engagement rates, it may be time to remove those subscribers.
• Regularly clean your list: Make sure to clean your list regularly, preferably every six months, to ensure that you’re sending emails to an engaged and interested audience.

X. Mistake #9: Not testing your emails

Not testing your emails can lead to poor performance, which can negatively impact the success of your email marketing campaigns.

Here’s How Not Testing Your Emails Can Negatively Impact:

• Low engagement rates: If you don’t test your emails, you may end up sending emails that don’t resonate with your audience, resulting in low engagement rates. Without testing, you won’t know what subject lines, content, or calls-to-action work best with your audience.
• High unsubscribes rates: If your emails consistently fail to engage your subscribers, you may see a high unsubscribe rate. Testing your emails can help you identify what’s causing subscribers to opt-out, so you can adjust your email strategy accordingly.

Here Are Some Tips for Testing Your Emails Effectively:

• A/B test subject lines: Test different subject lines to see what resonates with your audience. Try using personalization, creating a sense of urgency, or including emojis. Use your email service provider’s A/B testing feature to test two subject lines simultaneously and see which one performs better.
• Test different content: Test different types of content, such as text-only emails, image-heavy emails, or a combination of both. Try different messaging, lengths, and formats to see what resonates best with your audience.
• Test different calls-to-action: Test different calls-to-action to see what drives the most clicks and conversions. Try different language, colors, and placement of the CTA button.
• Test on different devices and platforms: Test your emails on different devices and platforms, including desktop, mobile, and different email clients. Make sure your emails are optimized for each platform, and that they look good and function properly.
• Analyze and iterate: Analyze the results of your tests and iterate your email strategy accordingly. Use the insights you gain to improve the effectiveness of your emails and maximize engagement rates.

XI. Mistake #10: Ignoring unsubscribes and spam complaints

Ignoring unsubscribes and spam complaints can hurt your reputation and deliverability rates, which can negatively impact the success of your email marketing campaigns.

Here’s How Ignoring Unsubscribes and Spam Complaints Can Negatively Impact:

• Harmful to your reputation: Ignoring unsubscribe requests and spam complaints can damage your brand’s reputation, as it shows a lack of respect for your subscribers’ preferences and can lead to negative word-of-mouth.
• Low deliverability rates: Ignoring unsubscribe requests and spam complaints can also harm your deliverability rates. When subscribers mark your emails as spam or don’t engage with your emails, it can negatively impact your email sender reputation, which can lead to your emails being filtered to the spam folder or being blocked altogether.

Here Are Some Tips for Handling Unsubscribes and Spam Complaints Effectively:

• Honor unsubscribes requests promptly: Make sure you have a visible and easy-to-use unsubscribe link in all of your emails. When subscribers unsubscribe, honor their request promptly and remove them from your email list.
• Stay compliant with email regulations: It’s important to stay compliant with email regulations, such as the CAN-SPAM Act. This includes including your physical mailing address in all of your emails, using clear and accurate subject lines, and honoring unsubscribe requests promptly.
• Monitor and respond to spam complaints: Monitor your email service provider for any spam complaints and respond to them promptly. Investigate the complaint, take appropriate action, and ensure that it doesn’t happen again.
• Analyze and improve: Analyze you unsubscribe and spam complaint rates to identify trends and areas for improvement. Use the insights you gain to improve the relevance and quality of your emails, and ensure that you’re meeting the needs of your subscribers.

XII. Common Email Marketing Terms You Should Know –

Email marketing can be a complex and technical field, with a wide range of terms and concepts that can be difficult to understand. However, with precise strategies and effective storytelling techniques in email marketing, you can add value to the campaign.

Here are some common email marketing terms you should know:

1. What Is a Hard Bounce Error in Email Marketing?

A hard bounce error occurs when an email message is returned to the sender because it was permanently rejected by the recipient’s email server. This can happen for a variety of reasons, such as an invalid email address, a full mailbox, or a blocked email server.

• What Is Email Campaign Effectiveness?

Email campaign effectiveness is a measure of how well an email marketing campaign performs in terms of achieving its goals, such as increasing sales, generating leads, or building brand awareness. It can be measured using a variety of metrics, such as open rates, click-through rates, conversion rates, and revenue generated.

• What Are Some Measures to Check the Performance of An Email Marketing Campaign?

Some measures to check the performance of an email marketing campaign include:

• Open rates – the percentage of recipients who open the email
• Click-through rates – the percentage of recipients who click on a link within the email
• Conversion rates – the percentage of recipients who complete a desired action, such as making a purchase or filling out a form
• Revenue generated – the total amount of revenue generated by the campaign
• Return on investment (ROI) – the ratio of revenue generated to the cost of the campaign

• How To Set Email Marketing KPIs?

To set effective email marketing KPIs, follow these steps:

• Identify your goals – what do you want to achieve with your email marketing campaign?
• Define your target audience – who are you trying to reach with your emails?
• Choose your metrics – which metrics will you use to measure the success of your email campaign?
• Set targets – what specific targets do you want to achieve with your campaign?
• Monitor and adjust – regularly monitor your KPIs and adjust your strategies as needed to improve performance.

• What Are the Most Important Metrics in Email Marketing?

The most important metrics in email marketing include:

• Open rates – the percentage of recipients who open the email
• Click-through rates – the percentage of recipients who click on a link within the email
• Conversion rates – the percentage of recipients who complete a desired action, such as making a purchase or filling out a form
• Revenue generated – the total amount of revenue generated by the effective email campaign
• List growth rate – the rate at which your email list is growing

• What Are Phishing Emails?

Phishing emails are fraudulent emails that are designed to trick recipients into revealing sensitive information, such as passwords, credit card numbers, or other personal data. They often use tactics such as impersonating a trusted sender or creating a sense of urgency to convince recipients to take action.

• What Are the Most Common Reasons for Unsubscribing from A Newsletter?

The most common reasons for unsubscribing from a newsletter include:

• Irrelevant content – the recipient is no longer interested in the content of the newsletter
• Too frequent emails – the recipient is receiving too many emails from the sender
• Poor design or formatting – the newsletter is difficult to read or visually unappealing
• Spam complaints – the recipient believes the newsletter is spam or unsolicited
• Changed interests or circumstances – the recipient’s interests or circumstances have changed, making the newsletter less relevant or useful.

Conclusion

Email marketing is an effective way to reach out to your audience and boost your business. However, there are several common mistakes that marketers make, which can lead to low engagement rates, high unsubscribe rates, and even land their emails in spam folders.

By avoiding these email marketing mistakes and implementing best practices, such as optimizing for mobile, providing value to subscribers, and regularly testing and cleaning your list, you can improve your email marketing performance and ensure that your messages reach your target audience effectively.

It’s important to stay up-to-date with the latest email marketing trends and regulations to ensure that you’re delivering high-quality content to your subscribers and building a strong and loyal audience.