Marketing is evolving. Generative AI is revolutionizing search, and websites like Meta rely on algorithms to retain users. In this context, email marketing is still one of the most influential and trusted ad mediums because it can foster direct communication between a business and consumers. Nevertheless, there are specific email marketing mistakes marketers must watch out for to improve click rates.

Email Marketing Strategy Mistakes to Avoid

Forgetting to send a welcome email

Failure to include a welcome email in the email marketing strategy can negatively impact your click rates. Studies show that welcome emails improve sales by 320%, which underscores their importance as an effective marketing strategy. These emails act as the first touchpoint for new subscribers, establishing the foundation for future relations.

When writing welcoming emails, the messages should be informative, and the language should capture the reader’s attention. The best introductory email marketing templates can help cement a positive relationship with your readers and make them more likely to respond to future emails.

Writing boring subject lines

Most marketers overlook the fact that subject lines can be the dealbreaker in email marketing campaigns.  Readers decide whether to open or trash an email based on the subject line. There is much at stake here: according to research, 47% of all mail recipients judge an email by its subject line alone.

The best subject lines grab the readers' attention and invite them to read on, influencing your click rates. Use these tips to create irresistible subject lines:

• Use 50 or fewer characters to keep it short and sweet
• Begin with action words like “Learn,” “Discover,” etc., to entice the reader
• Avoid spammy starters like “guarantee” and “free,” which create distrust 
• Use intriguing hooks to spark curiosity 

Failure to use personalization

Email marketing is one of the most efficient marketing strategies because you have your audience’s contact information at your fingertips. You only have to leverage that data to your advantage to seduce potential customers into your top spenders.

Even so, typical email marketers make the mistake of sending email blasts to all their subscribers when they should personalize them. Personalized emails grab attention, build brand loyalty, and—you guessed it right—improve click rates.

Try to address your customers individually to make them feel like they are not just another statistic on your mailing list.  Before implementing your cold email strategy, divide your subscribers’ list into separate demographic categories and then create deeply personalized campaigns for each category of subscribers.

Remember, you don’t have to customize all personalized emails individually. The general rule is to maintain a certain level of group personalization to enhance click-through rates, overall sales, and open rates.

Forgetting a clear Call to Action (CTA)

It is evident from research that the absence of a CTA compromises your marketing strategies and initiatives. Yet, according to a Databox report, only 43% of email respondents use CTAs in their email pitch. 

A Wordstream study revealed that incorporating CTAs into the mail can increase the number of clicks by as much as 371%.

To create well-defined CTAs that drive conversions and engagement:

• Use simple wording such as “Sign up today” or “Purchase today.”
• Place the CTA near the top to increase visibility.
• Test different variations of CTAs to discover the most effective version for your audience.
• Create urgency using phrases like “While stocks last” or “Limited time offer.” 

Conclusion

It’s always soothing to know you avoided making a mistake, right? Studying these four top email marketing mistakes can help you identify ways to improve click rates and amplify your campaign to hit your targets.