Email Marketing Mistakes to Avoid in 2022

While social media marketing has exploded in recent years, email marketing is still tried and true when it comes to converting your audience into customers. The value of email marketing is increasing in this technological day and age. With more than 4 billion people utilizing email, making social media your sole marketing focus may hinder your reach and audience growth. These communication channels are how businesses promote their products and services, reach target audiences, and advocate their brand. Email marketing is your ticket to making a profit and has an average return on investment (ROI) of $36 for every $1 spent. Now is the time to focus on creating engaging emails and stay ahead of the ever-changing marketing industry. Here are 7 common email marketing mistakes to avoid:

  1. Not Welcoming New Customers - When someone finds your website or socials and signs up for your email list, promotions and newsletters should not be the first email they receive. Welcome emails have the highest open rate, and customers love to feel appreciated. As soon as a customer joins your email list, provide an automatic email that welcomes them to your company. This way, your customer will feel valued and will not be immediately tossed into a sales pitch or overloaded with information.

  2. Email Overload - Be strategic with your email campaigns. Customers will feel overwhelmed and frustrated if they get an abundance of emails that do not provide value to them. Studies have shown that the average person receives around 121 emails per day. You do not want your company to be the source of customer frustration when your emails flood their inboxes. Your subscribers should be excited to open up your emails, not annoyed.

  3. Skipping the Call-to-Action - Each email you send should be purposeful and target a goal for your business. When you send an email, think about how you want your customer to act. Would you like them to visit your website or purchase a product? Tell them that by including buttons saying “Shop Now” or “Learn More” to increase the chances of having your customers act. Don’t forget that including multiple call-to-actions can be as detrimental as not including them.

  4. Not Adhering to Mobile Users - With more than 5 billion people using mobile devices, it is imperative to cater your email campaigns to mobile devices. If your company’s emails provide a poor mobile experience, customers will be less likely to stay involved. Building a mobile design requires creativity and effort to ensure the experience meets customers' needs. Send yourself test emails to check if the content is mobile and computer friendly.

  5. Rushed Emails - Take your time when creating emails for your business. If you are trying to make sales and your email has typos and grammatical errors, your customers will not want to buy your products. Rushed emails feel unprofessional and reflect poorly on you. Plan out your email and create them with your business goals in mind.

  6. Prioritize Email Sign-Ups: Sending email campaigns to a subscriber list of 20 can only go so far. The difficult part is realizing that subscribers won’t come overnight. Building a following will take time and effort. Get creative with this and consider adding a signup landing page or incentivizing customers to provide their emails. Excite customers about signing up for your emails by offering free tutorial videos or downloads.


Not Segmenting: Your business will appeal to all types of people, no matter their race, religion, or gender. When your subscriber list starts growing, it is important to segment your audience. For example, if your business is in the fitness industry, a 20-year-old female may not be interested in your new supplements targeted at heart health, but she may be more excited about an email detailing the new pre-workout flavors. Audiences should be segmented by location, lifetime value, previous purchases, age, etc. When emailing, target specific groups within your audience for more opens and clicks.


Email marketing is still an impactful way to reach customers; certain aspects must be prioritized to make emails stand out. With people being sent over a hundred emails daily, yours should stand out and excite. When creating campaigns, don’t make these mistakes. Instead, take your time and create emails that drive your business goals. If email marketing seems like too big of a task, allow Selph Marketing to take this off your

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