Many novice marketers and simply business owners who decide to engage in newsletters on their own often make mistakes that make their newsletters ineffective and sometimes even harm the business. So that you can avoid these mistakes in your marketing strategy, we will analyze them with specific examples.

Do not listen to those who say that email marketing is no longer relevant in 2019, and everyone is running social networks with instant messengers. E-mail is still used by most Internet users, and trust in it remains quite high. The latter is connected with the improvement of anti-spam algorithms, which practically saved the clients of mail services from letters of unscrupulous advertisers and scammers.

Thanks to a large audience, emails remain an effective marketing tool and are able to attract new customers no worse (and in some cases better) than social networks, contextual advertising and instant messengers.

For example, using the built-in email marketing strategy, you can gradually conduct communication with a client, smoothly transforming him from a stranger into a good friend and a loyal customer. This is due to a thoughtful series of personalized letters.

However, all the benefits that constant contact email marketing gives your business may be missed if you make mistakes. To help you avoid them, we will now analyze the most common mistakes made by the creators of newsletters.


One of the biggest mistakes marketers make is to use clickbait in email topics. Clickbait is a deliberate misrepresentation or exaggeration of facts in order to intrigue the reader and force him to open the letter. However, in reality it turns out that in the letter itself the content either does not match the title, or is not at all as sensational as stated.

Readers really dislike clickbait headlines. Perhaps with their help you will increase the percentage of open letters, but in the end it will cause a negative reaction of users: unsubscribing from newsletters, annoyance, complaints. The reputation of the company will suffer.

It’s better to write informative topics and headings so that the addressee immediately understands what he’ll be talking about and what kind of benefit he will get from the letter.


Do not flood the client with letters as soon as he leaves you his email. And it will also be a mistake to completely not send out mailings or send them rarely and irregularly. A person leaves his email address, expecting from you useful, regular, but not annoying messages.

If you make the newsletter too frequent, it can quickly bore the addressee, or even cause irritation due to obsession. In this case, you run the risk of ignoring, unsubscribing, or even go to the Spam folder. In any case, the letters will no longer be read, therefore, the money you spend on the marketing strategy will go nowhere.

If the newsletter is rare or irregular, the user will quickly forget about the existence of your brand and miss out on interesting promotions.

An example of the best option is to send out weekly or 2-3 times a week at the same time. Moreover, warn in advance of its regularity when a person signs up.


It will also be a mistake to fill up the addressee with monotonous letters on one topic. For example, talk only about discounts or only advertise new arrivals of goods. There are several formats of letters, and we recommend alternating them in your marketing strategy.

  • Content: This letter benefits the reader in and of itself. This can be a useful life hack, a selection of thematic tips, an interesting article, an entertaining story.
  • Congratulations: It can be a congratulation on a holiday, happy birthday, with the first purchase, with the beginning of a new season – there are different informational occasions.
  • Trigger automatic: In the case of payment of the order, delivery, cancellation, arrival at the place of issue, etc., the client should receive information letters.
  • Direct advertising: News about promotions, advertising of new products and promotions, contests and sweepstakes.

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