Top 8 Email Marketing Mistakes

A Short Clip From The EmailLoyalty Full Course

Dangers of Copy N Paste Templates:

Think of the gurus that you’re seeking advice from on what to say for your emails. Some of them are giving away copy and paste templates that they’ve used in their campaigns.

Why is this a problem? There’s a good chance that if you’re selling via a popular commerce solution, at one point or another you’ve joined a Facebook group around that system.

Think about all the Facebook groups you belong to. One Shopify group i’m in alone, has 12,000 members. I’m also a member of 20 more groups just like them. That’s a lot of people.

What are the odds that all of those people are trying to figure out what to write in their campaigns? The group admin or “guru” shares his famous templates for you to copy and paste – Wonderful!

That’s a hell of a lot of online store owners using the exact same text for their campaigns. What are the odds of someone joining your list and seeing that same content that three other stores are using?

Who’s really going to benefit from this? Is that customer going to buy from any one of those sellers? I personally would feel suspicious. It seems deceitful or false?

Something doesn’t feel right. You don’t want people to feel like it’s some sort of trick that other sellers are using.

“Am i going to get scammed from these online stores?”


That’s why the frameworks I give you allow you to create your own content.

They guide you to come up with emotional and engaging copy that speaks directly to your customer in your own voice.

Deleting old emails

As I mentioned in the reengagement session, Zombie subscribers damage your list.

These emails need to be unsubscribed and deleted. This practice is extremely important to maintain a healthy and responsive list.

It also helps with delivery. Set up an automation that tags people that haven’t even opened an email in the last 120 days and delete them.

If they haven’t opened anything from you and your reengagement series didn’t work, just Delete them.

You’re actually paying these email providers to hold your large list when half of them don’t even open your stuff.

Over time your domain trust will increase as a higher percentage of people, on your cleaned list – open your emails.

Best Time to send email

This has always been a weird topic for people in email marketing.

It’s a subjective practice and no-one can tell you that it’s 100% perfect.

You can also make changes to my suggestion based on your own data which I strongly suggest.

Checking your highest performing times within your own list will tell you he best times for your list but, as a boiler plate method I suggest that you maintain a regular time frame, each and every time.

This trains people to expect and open your emails.

When they see an email come in at 8:30 every day or once a week, people know it could be from me – Consistency creates trust.

So what are the best times? In my personal experience with my own businesses and client’s companies, between 8am and 9am then from 3pm to 4pm.

These are the two time frames that I find our campaigns get the best engagement.

The earlier slot, people are going to work, they’re looking for distractions on their commute.

By 3pm people have mentally checked out of work or they’re wrapping up their day.

Sunday to Thursday are pretty much great days to mail people.

Friday after 12pm people are looking forward to the weekend and Saturday is just the worst, again it depends on your niche.

If you’re a party planning business, you may want to email your list on a Friday afternoon with events for that night or that weekend, again it’s subjective.

A lot of email marketing systems have optimised features that track your users open times and sends based on their behaviour.

Not everyone has this so don’t feel down if you don’t, just check your own data and reports.

Avoiding Spammy Trigger words

Scroll through your SPAM folder and you’ll start seeing some patterns. Words like “free” or “credit check”.

Emails that never even touched your inbox are going to have tell tale signs of what not to do with subject lines and content.

Ideal Subject Line

You see long ones and you see short ones. Subject lines with icons and some without.

Subject lines are the main factor for someone considering to open your email.

You have a few seconds to catch their attention and get them to open. It’s the hardest part of email.

So What’s ideal? You want to use 50 characters or less. 6 to 10 words max.

You’ll also need to take in to account the mobile subject lines and how they become shorter on screen.

Your email marketing system should be able to show you what your most popular devices are in terms of opens.

I suggest you grab one of those devices from a friend and see how long your subject line can be before it’s cut off.

This will help you keep the most important parts in view. Avoid tonnes of punctuation, repetition of words and trigger words.

Do not use all caps in any situation.

HTML Templates

We covered this in an earlier session but if you insist on using them here are some ideas.

They’re great for branding and showing off images of products as long as you stay out of the promo tab or promo folder.

A lot of email readers are seeing HTML templates and moving them straight to a promo folder – Effectively keeping them out of sight.

Things that trigger this are using the same template over and over again – The same HTML or using the same images.

Also, Google’s reverse image is also marking and tagging images. If Google sees it’s being used heavily.

They must assume that it’s being used in promotional content and mark it as such.

Using those same images in your campaigns could be the reason it’s hitting the spam folder.

Try to use images made in house so there’s no history of them on the web.

Call to actions

These are extremely important in your email marketing.

In HTML templates they’ll be big old colourful buttons that attract interest.

Whether you’re using plain text or HTML here are a few rules.

Use it early and often! Never send emails without a call to action, even if it’s a nurture campaign.

Get them click through to your blog content within the first few lines of your emails.

If it’s promotional, Place your main call to action at least 3 times per email.

Split Test Everything.

Split testing everything. Make a habit to test every part of your campaign.

Split test subject lines. Split test images or call to actions. Split test links and phrases used in your emails.

A simple tweak here and there can dramatically change your results. If you’re not tracking everything, you don’t know what’s not working.

You could have an automation going out that has been hitting  spam for 5 months.

Removing a single word from the subject line could have sent it straight to their inbox. You just don’t know.

So make it a rigid habit to test all campaigns and check what’s working with your list and kill what’s not working.

And Good Luck.