7 Email Marketing Mistakes That are Killing Your Brand

Face it; some emails will never be read. Don't let yours be one of them. Here are seven deadly mistakes email marketers make.

​​1. The Subject Line Doesn't Get to the Point In Time - The first few words have to compel the reader to keep reading and open your email. If you're having a 25% off sale, lead with the words: "25% off." Don't lead with the words: "Today only, get a special, once-a-year promotion and enjoy 25% off your entire purchase."

2. The Preview Text Is Irrelevant - You've seen it; that text that previews an email's content. Too many n00b brands and some established ones waste that space with boilerplate, unsubscribe text, or other, non-essential information. This is often a remnant of the email sending service you are using. Send a test to yourself before sending the email to a group. If the preview text is not your immediate content, modify your template so that information is placed elsewhere. Preview text should always be compelling.

3. The Top of the Email is Legal Jargon or Boilerplate - When your email is opened, the text at the top should get to the point quickly, reinforcing the benefit, and highlighting the call to action. Then, support it with additional details.

4. You Go On For Days - You're not in the business of writing love letters. Get to the point. If you need to tell a long, complicated story, summarize it in the email and then have the "full story" clickable and hosted on your website. See how many people click through to the whole thing. Most people only want the summary.

5. You Only End on a Virtual High-Five - So many emails end with a positive note, but fail to give a clear call to action. If you have an action you want people to take, make it obvious. Have links to direct actions they can take.

6. You Send Too Many Emails - Aside from a select group of markets, most email marketing campaigns should send emails anywhere from once a week, to once a month. Plan your campaigns and deals ahead of time.

7. You Don't Give People Enough Time To React - While flash sales are fine, if you're promoting things like classes, limited time services, or discounts on appointments, give people at least a week's advance notice. Tell them once, far in advance, and once again, a week or two before.

About the Author: Jennifer L. Jacobson is a communications strategist who leverages marketing, brand identity, and public relations to help brands advance their voice in crowded industries. Her clients have been TIME’s best site of the year, and graced the likes of Today, The New York Times, The Wall Street Journal, Popular Science, Scientific American, USA Today, and thousands more. She is the founder of Jacobson Communication.