Email marketing is far from easy, and if you are new to sending email marketing newsletters there are many potential problems that you should learn to avoid. Some of them could completely ruin your list, forcing you to start over again from scratch.

Here are some of the most common email marketing mistakes that we see often:

Not sending out emails regularly

As business owners and now internet marketers, we’re busy people. We’re usually juggling a bunch of different projects at any given time, and sometimes a few get put on the backburner and sometimes certain tasks get neglected completely. However, you should make sure you never neglect your marketing and part of that marketing should incorporate staying in touch you’re your email lists on a regular basis. At a minimum this should be monthly so don’t let several weeks or more go by without you sending out anything. It’s a common mistake, but one that can quickly cause your list to decay.

The key to good results from email marketing is sending out emails at regular intervals, never letting too much time pass in-between. If you do, chances are your subscribers don’t even remember you once you finally send something new out to them and they will unsubscribe! This will leave you starting from scratch to build a new email list.

Only sending out promotional emails

You’ve probably been on at least one list like this, where the owner does nothing but send out offers on a daily basis until you’re forced to unsubscribe. The reason people do this is because, believe it or not, it does work and it does get results. However, the results are purely short-term, and marketers who follow this strategy need to continually add new subscribers or eventually they’ll be marketing to no one. It’s always better to focus on delivering good value, relevant content and expertise in your emails and building a long-term relationship with your subscribers.

Making it impossible to unsubscribe

This is a very common beginner mistake. For some reason, some email marketers believe that by making it difficult or impossible to unsubscribe, their subscribers will simply be forced to read their emails and buy their products. Well, think again, because it will cause them to click on the ‘Spam’ link instead, which is definitely not good. If enough people on your list, click on this link you can actually get banned or have your account closed by your service provider!

Hammering the list with advertisements

Some marketers who are out to make a quick buck and build a list as fast as possible sell solo ads and do ad swaps with affiliates to accomplish their goals. Nothing wrong with that, if it’s done tastefully and rarely. If it’s all you do, you’re not going to build a good relationship with your subscribers as it’s basically the same thing as only sending out promotional messages.

Importing a list from a social media stream

I’ve seen clients regularly import their list from Linkedin or another social media platform and the results are never good. This is not a quality list because they’re used to seeing you on a social platform with updates, not via email. These types of subscribers normally unsubscribe quickly, wonder how they ended up on your email list and report the list as spam even if they love hearing from you on the social media platform. Just don’t do it!

There are many more mistakes that beginner to email marketing can make. A simple rule of thumb is that if the content is quality content that your subscribers originally opted in for, then they will love your content and stay an avid reader of your email newsletter.

Susan Wilkin

Director, Online Business Manager and Webinar Speaker

eBook - What an OBM can do for your business

Contact us


0414 643 730



Gold Coast and Brisbane Australia