10 Bad Email Marketing Practices That Are Killing Your Conversions in 2023

Email marketing is one of the most effective and affordable ways to reach your target audience, build relationships, and drive sales. According to a recent study, email marketing has an average return on investment (ROI) of 42:1, meaning that for every dollar you spend on email marketing, you can expect to earn $42 in revenue.

However, email marketing is not as easy as it sounds. Some many pitfalls and mistakes can ruin your email campaigns and damage your reputation. If you want to succeed in email marketing, you need to avoid these bad practices and follow the best practices that will help you create engaging, relevant, and profitable emails.

This article will show you how to avoid bad email marketing practices and boost your conversions. We will cover 10 common bad practices that email marketers make and how to fix them. We will also provide you with tips and examples to help you improve your email marketing strategy.

What are bad email marketing practices?

Bad email marketing practices are actions or behaviours that negatively affect your email marketing performance and results. They can cause your emails to be ignored, deleted, marked as spam, or unsubscribed by your recipients. They can also harm your brand image, reputation, and trustworthiness.

10 Bad Email Marketing Practices to Avoid in 2023

1. Sending unsolicited emails
2. Sending generic emails
3. Sending too many or too few emails
4. Sending irrelevant or boring emails
5. Sending untested or unmeasured emails
6. Sending unresponsive or unoptimized emails
7. Sending unbranded or unprofessional emails
8. Sending misleading or spammy emails
9. Sending emails without clear calls to action
10. Sending emails without segmentation or personalization

These bad practices can lead to low open rates, click-through rates, conversion rates, and customer loyalty. They can also increase your bounce rates, spam complaints, unsubscribe rates, and customer churn.

To avoid these bad practices, you need to follow the good email marketing practices that will help you create effective and successful email campaigns.

How to avoid bad email marketing practices and boost your conversions

Here are 10 tips on how to avoid bad email marketing practices and boost your conversions:

1. Send emails only to people who have given you permission

One of the worst email marketing practices is sending unsolicited emails to people who have not given you their consent to receive them. This is also known as spam, and it is illegal in many countries under anti-spam laws.

Spamming can damage your sender’s reputation, which is a score that measures how trustworthy and reliable you are as an email sender. A low sender reputation can affect your email deliverability, which is the ability of your emails to reach your recipients’ inboxes. If your emails are marked as spam or blocked by internet service providers (ISPs) or email service providers (ESPs), your email campaigns will fail.

To avoid spamming, you need to build an opt-in email list of people who have voluntarily given you their email addresses and agreed to receive your emails. You can do this by using various methods, such as:

• Creating a sign-up form on your website or landing page
• Offering a lead magnet or an incentive in exchange for an email address
• Asking for an email address during a purchase or registration process
• Using a double opt-in process that requires the subscriber to confirm their subscription via an email link
• Providing an easy way for subscribers to opt-out or unsubscribe from your emails at any time

By sending emails only to people who have permitted you, you will increase your open rates, click-through rates, conversion rates, and customer loyalty. You will also reduce your bounce rates, spam complaints, unsubscribe rates, and customer churn.

2. Send personalized emails that match your recipients’ interests and preferences

Another bad email marketing practice is sending generic emails that do not address your recipients’ needs, wants, problems, or goals. Generic emails are boring, irrelevant, and ineffective. They do not capture your recipients’ attention or motivate them to take action.

To avoid sending generic emails, you need to send personalized emails that match your recipients’ interests and preferences. Personalized emails are engaging, relevant, and profitable. They show your recipients that you care about them and that you understand their pain points and aspirations.

To send personalized emails, you need to segment your email list into smaller groups based on various criteria, such as:

• Demographics (age, gender, location, etc.)
• Psychographics (personality, values, attitudes, etc.)
• Behaviour (purchase history, browsing history, email activity, etc.)
• Lifecycle stage (prospect, lead, customer, loyal customer, etc.)

By segmenting your email list, you can tailor your email content, offer, tone, and style to each segment. You can also use dynamic content, which is content that changes based on the recipient’s data or behaviour. For example, you can use the recipient’s name, location, or birthday to personalize your email subject line or greeting.

By sending personalized emails, you will increase your open rates, click-through rates, conversion rates, and customer loyalty. You will also reduce your bounce rates, spam complaints, unsubscribe rates, and customer churn.

3. Send emails at the right frequency and timing

Another bad email marketing practice is sending too many or too few emails to your recipients.

Sending too many emails can annoy your recipients and make them feel overwhelmed or spammed.

Sending too few emails can make your recipients forget about you or lose interest in your brand.

To avoid sending too many or too few emails, you need to send emails at the right frequency and timing. The right frequency and timing depend on various factors, such as:

• Your industry and niche
• Your email marketing goals and objectives
• Your email marketing strategy and tactics
• Your email list size and quality
• Your email content type and value
• Your recipients’ expectations and preferences

There is no one-size-fits-all answer to how often and when you should send emails. You need to test different frequencies and timings and measure their impact on your email marketing performance and results. You can use tools such as Google Analytics, Mailchimp, or ActiveCampaign to track and analyze your email metrics, such as open rates, click-through rates, conversion rates, unsubscribe rates, etc.

By sending emails at the right frequency and timing, you will increase your open rates, click-through rates, conversion rates, and customer loyalty. You will also reduce your bounce rates, spam complaints, unsubscribe rates, and customer churn.

4. Send engaging and valuable emails that provide a solution or a benefit

Another bad email marketing practice is sending irrelevant or boring emails that do not provide a solution or a benefit to your recipients. Irrelevant or boring emails are a waste of time and resources. They do not capture your recipients’ attention or motivate them to take action.

To avoid sending irrelevant or boring emails, you need to send engaging and valuable emails that provide a solution or a benefit to your recipients. Engaging and valuable emails are interesting, useful, and effective. They show your recipients that you have something to offer them that can help them solve their problems or achieve their goals.

To send engaging and valuable emails, you need to:

• Know your audience: understand who they are, what they need, what they want, what they fear, what they desire, etc.
• Know your offer: understand what you have to offer them, how it can help them, why it is better than the alternatives, etc.
• Know your goal: understand what you want them to do after reading your email, whether it is to click a link, download a file, sign up for a trial, make a purchase, etc.
• Craft a catchy subject line: write a subject line that grabs their attention and entices them to open your email
• Write a compelling copy: write a document that hooks them in the introduction, delivers the value proposition in the body, and calls them to action in the conclusion
• Use storytelling techniques: use stories, anecdotes, metaphors, analogies, etc., to make your email more engaging and memorable
• Use emotional triggers: use words, phrases, images, colours, etc., that evoke positive or negative emotions in your recipients
• Use social proof: use testimonials, reviews, ratings, case studies, statistics, etc., to show your credibility and authority
• Email Marketing Made Simple: A Step-by-Step Guide [+ Examples]

By sending engaging and valuable emails that provide a solution or a benefit to your recipients, you will increase your open rates, click-through rates, conversion rates, and customer loyalty. You will also reduce your bounce rates, spam complaints, unsubscribe rates, and customer churn.

5. Test and measure your emails before and after sending them

Another bad email marketing practice is sending untested or unmeasured emails to your recipients. Untested or unmeasured emails are risky and inefficient. They can contain errors, mistakes, or flaws that can affect your email deliverability, performance, and results.

To avoid sending untested or unmeasured emails, you need to test and measure your emails before and after sending them. Testing and measuring your emails are essential steps in email marketing optimization. They help you ensure that your emails are error-free, user-friendly, and goal-oriented.

To test and measure your emails before sending them, you need to:

• Check for spelling, grammar, and punctuation errors
• Check for broken links, images, or attachments
• Check for formatting, layout, or design issues
• Check for compatibility, accessibility, or usability issues
• Check for deliverability, spam score, or sender reputation issues
• Check for relevance, clarity, or persuasiveness issues

You can use tools such as Grammarly, Litmus, or Mail Tester to test your emails before sending them.

To test and measure your emails after sending them, you need to:

• Track and analyze your email metrics, such as open rates, click-through rates, conversion rates, unsubscribe rates, etc.
• Track and analyze your email feedback, such as replies, comments, reviews, ratings, etc.
• Track and analyze your email impact, such as revenue, profit, ROI, customer satisfaction, etc.
• Compare and benchmark your email results with your goals, objectives, expectations, or industry standards
• Identify and evaluate your email strengths, weaknesses, opportunities, or threats
• Implement and monitor your email improvements, changes, or experiments

You can use tools such as Google Analytics, Mailchimp, or ActiveCampaign to measure your emails after sending them.

By testing and measuring your emails before and after sending them, you will increase your email quality, efficiency, and effectiveness. You will also improve your email deliverability, performance, and results.

6. Optimize your emails for mobile devices

Another bad email marketing practice is sending unresponsive or unoptimized emails to your recipients. Unresponsive or unoptimized emails are difficult or impossible to read or interact with on mobile devices. They can cause your recipients to delete your emails or unsubscribe from your list.

To avoid sending unresponsive or unoptimized emails, you need to optimize your emails for mobile devices. Mobile optimization is the process of designing and developing your emails to fit the screen size, resolution, and functionality of mobile devices. It ensures that your emails are easy to read and interact with on any device.

To optimize your emails for mobile devices, you need to:

• Use a responsive email template that adapts to the device’s screen size and orientation
• Use a single-column layout that avoids horizontal scrolling
• Use a clear and legible font size that avoids zooming
• Use a simple and minimal design that avoids clutter
• Use a small and compressed image size that avoids slow loading
• Use a large and visible button size that avoids accidental clicks
• Use a short and concise copy that avoids long paragraphs

You can use tools such as Litmus or Email on Acid to optimize your emails for mobile devices.

By optimizing your emails for mobile devices, you will increase your email readability, usability, and accessibility. You will also increase your email open rates, click-through rates, conversion rates, and customer loyalty.

7. Brand your emails with your logo, colours, and style

Another bad email marketing practice is sending unbranded or unprofessional emails to your recipients. Unbranded or unprofessional emails are inconsistent or incompatible with your brand identity and image. They can cause your recipients to distrust or dislike you or confuse you with other brands.

To avoid sending unbranded or unprofessional emails, you need to brand your emails with your logo, colours, and style. Branding your emails is the process of creating and maintaining a consistent and recognizable visual identity for your brand across all your email communications. It helps you establish and reinforce your brand awareness, recognition, and loyalty.

To brand your emails with your logo, colours, and style, you need to:

• Use a custom domain name that matches your website domain name
• Use a professional email address that matches your brand name
• Use a consistent sender name that matches your brand name or personality
• Use a consistent logo that matches your website logo
• Use consistent colours that match your website colours
• Use consistent fonts that match your website fonts
• Use consistent images that match your website images
• Use a consistent tone and voice that match your brand personality

You can use tools such as Canva or Adobe Spark to brand your emails with your logo, colours, and style.

By branding your emails with your logo, colours, and style, you will increase your email credibility, trustworthiness, and professionalism. You will also increase your email open rates, click-through rates, conversion rates, and customer loyalty.

8. Avoid misleading or spammy emails that violate email marketing laws and regulations

Another bad email marketing practice is sending misleading or spammy emails that violate email marketing laws and regulations. Misleading or spammy emails are deceptive or fraudulent emails that trick or manipulate your recipients into opening, clicking, or buying something. They can also violate the privacy and consent rights of your recipients.

To avoid sending misleading or spammy emails, you need to follow the email marketing laws and regulations that apply to your country, industry, and niche. Email marketing laws and regulations are legal rules and guidelines that protect the rights and interests of email senders and recipients. They aim to prevent spam, fraud, abuse, and harassment in email marketing.

Some of the email marketing laws and regulations that you need to follow include:

• CAN-SPAM Act: a US law that regulates commercial email messages and requires senders to provide a clear and easy way for recipients to opt out or unsubscribe from their emails
• GDPR: a European Union regulation that protects the personal data and privacy of individuals in the EU and requires senders to obtain explicit and informed consent from recipients before sending them emails
• CASL: a Canadian law that regulates commercial electronic messages and requires senders to obtain express or implied consent from recipients before sending them emails
• PECR: a UK regulation that regulates electronic communications and requires senders to obtain prior consent from recipients before sending them marketing emails

To follow the email marketing laws and regulations, you need to:

• Use honest and accurate subject lines that reflect the content of your emails
• Use clear and visible sender information that identifies who you are and how to contact you
• Use clear and visible opt-in forms that explain what your recipients are signing up for and how you will use their data
• Use clear and visible opt-out links that allow your recipients to unsubscribe from your emails at any time
• Use secure and encrypted methods to collect, store, and process your recipients’ data
• Use respectful and ethical methods to communicate with your recipients

You can use tools such as Mailchimp or ActiveCampaign to follow email marketing laws and regulations.

By following email marketing laws and regulations, you will increase your email compliance, reputation, and trustworthiness. You will also reduce your email spam complaints, legal issues, and penalties.

9. Include clear and compelling calls to action that guide your recipients to the next step

Another bad email marketing practice is sending emails without clear and compelling calls to action that guide your recipients to the next step. Calls to action are words, phrases, buttons, or links that tell your recipients what you want them to do after reading your email. They are essential for driving conversions and achieving your email marketing goals.

To avoid sending emails without clear and compelling calls to action, you need to include clear and compelling calls to action that guide your recipients to the next step. Clear and compelling calls to action are specific, actionable, and persuasive. They show your recipients the value, benefit, or urgency of taking action.

To include clear and compelling calls to action, you need to:

• Use verbs that indicate the desired action, such as “buy”, “download”, “sign up”, “learn more”, etc.
• Use words that convey the value, benefit, or urgency of taking action, such as “now”, “today”, “free”, “limited”, “exclusive”, etc.
• Use colours that contrast with the background and attract attention, such as red, green, orange, etc.
• Use sizes that are large enough to be noticed but not too large to be distracting
• Use shapes that are easy to click or tap, such as rectangles, circles, or ovals
• Use locations that are easy to find and access, such as above the fold, below the text, or at the end of the email

You can use tools such as Canva or Adobe Spark to create clear and compelling calls to action.

By including clear and compelling calls to action, you will increase your email click-through rates, conversion rates, and revenue. You will also increase your email engagement, satisfaction, and loyalty.

10. Segment and personalize your emails based on your recipients’ behaviour

Another bad email marketing practice is sending emails without segmentation or personalization based on your recipients’ behaviour. Behaviour-based segmentation and personalization are techniques that allow you to tailor your emails based on how your recipients interact with your emails or website. They help you deliver more relevant, timely, and customized messages that match your recipients’ needs, wants, interests, or preferences.

To avoid sending emails without segmentation or personalization based on your recipients’ behaviour, you need to segment and personalize your emails based on your recipients’ behaviour. Behaviour-based segmentation and personalization are based on various data points, such as:

• Email opens: whether your recipients open your emails or not
• Email clicks: whether your recipients click on your emails or not
• Email conversions: whether your recipients complete the desired action or not
• Email feedback: whether your recipients reply, comment, rate, or review your emails or not
• Website visits: whether your recipients visit your website or not
• Website actions: whether your recipients perform certain actions on your website or not
• Website conversions: whether your recipients complete the desired action or not
• Website feedback: whether your recipients provide feedback on your website or not

By segmenting and personalizing your emails based on your recipients’ behaviour, you can create more targeted, relevant, and effective email campaigns that address your recipients’ pain points, goals, challenges, or opportunities. You can also create more triggered, automated, and timely email campaigns that respond to your recipients’ actions or inactions.

To segment and personalize your emails based on your recipients’ behaviour, you need to:

• Collect and analyze your recipients’ behaviour data using tools such as Google Analytics, Mailchimp, or ActiveCampaign
• Create and apply behaviour-based segments and criteria using tools such as Mailchimp or ActiveCampaign
• Create and apply behaviour-based content and offers using tools such as Mailchimp or ActiveCampaign
• Create and apply behaviour-based triggers and workflows using tools such as Mailchimp or ActiveCampaign

By segmenting and personalizing your emails based on your recipients’ behaviour, you will increase your email relevance, timeliness, and customization. You will also increase your email open rates, click-through rates, conversion rates, and customer loyalty.

What are the consequences of bad email marketing practices?

Bad email marketing practices can have serious consequences for your email marketing performance and results. They can cause:

Low open rates:	fewer people will see and read your emails
Low click-through rates	fewer people will click on your emails and visit your website
Low conversion rates	fewer people will complete the desired action and become customers
Low customer loyalty	fewer people will stay loyal and repeat customers
High bounce rates	more people will leave your website without taking any action
High spam complaints	more people will mark your emails as spam or report them as abuse
High unsubscribe rates	more people will opt out or unsubscribe from your email list
High customer churn	more people will stop doing business with you

These consequences can affect your email deliverability, reputation, trustworthiness, and profitability. They can also affect your brand image, awareness, recognition, and loyalty.

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