5 Email Marketing Mistakes to Avoid (and What to Do Instead)

Email marketing remains one of the most effective ways to reach customers, but only if it’s done right. In 2026, inboxes are crowded and attention spans are short. To stand out (and stay out of spam folders), brands need to send smarter, more engaging messages.

At Crafted East, we’ve seen what works, and what doesn’t. Here are the top five email marketing mistakes businesses still make, and how you can fix them to boost engagement, clicks, and conversions.

The mistake: Hitting send without knowing exactly what you want your audience to do.
Whether it’s promoting a new product or driving traffic to your site, every email should serve a purpose.

What to do instead:
Start with a single, clear objective. Ask yourself, what action do I want readers to take? Then craft your message, visuals, and call-to-action (CTA) around that goal.

The mistake: Sending the same generic email to everyone.
People can spot a mass email instantly, and it’s a quick route to low open rates.

What to do instead:
Use personalisation tools to address subscribers by name and segment your audience based on their interests or behaviours. Even small touches, like recommending services based on previous engagement can make a big difference.

The mistake: Bombarding subscribers or disappearing for months.
Inconsistent communication makes it hard to build trust.

What to do instead:
Find your sweet spot. For most small businesses, 1–2 emails per month is ideal. Stay regular without overwhelming your audience, and track engagement data to see what frequency works best.

The mistake: Designing emails that look great on desktop but fall apart on mobile.
Over 60% of emails are opened on smartphones, so if your design isn’t mobile-friendly, you’re losing potential customers.

What to do instead:
Use responsive design templates, clear headings, and short paragraphs. Always preview your email on both mobile and desktop before sending.

The mistake: Sending emails and never checking performance.
Without tracking open rates, click-throughs, or unsubscribes, you’re marketing blind.

What to do instead:
Monitor your results and experiment. If an email performs well, analyse why. If it doesn’t, test new subject lines, visuals, or timings. Over time, data-driven insights will shape your best-performing campaigns.

Our goal is to help businesses turn email marketing into a powerful communication tool, combining strategy, creativity, and consistency. From designing branded templates to crafting compelling content, we make sure every message counts.

Email marketing is still one of the highest-return marketing channels, but success lies in the details. Avoid these common mistakes, focus on connection, and your subscribers will not only open your emails, they will look forward to them.

Ready to craft your next campaign?