10 Critical eCommerce Email Marketing Mistakes to Avoid

September 20, 2022

Email marketing is one of the absolute most valuable tools for you as someone in eCommerce. It’s a golden ticket opportunity to direct targeted advertising directly into the personal inbox of someone who has expressed interest in or is already engaged with your company. It’s so commonplace these days that a lot of companies forget just how valuable a tool it is when done right. However, when done wrong, it’s a total waste of time. And, getting it wrong only requires one mistake. So let’s take a look at some errors you can avoid.

1. Forgetting About Mobile

It’s a fact of the modern world that smartphones, tablets, and other personal devices rule the landscape. It’s probably surprising to hear but so much of life, business, and pleasure, is conducted within a few inches of that small screen. The consequence for you is that your eCommerce emails have to be formatted for mobile. It’s an absolute must, don’t forget it.

2 Not Emailing Regularly Enough

Once someone has agreed to email marketing, use it! It’s tempting to be cagey about over-intruding. But the truth is that it’s more important for you to be there consistently, ready for when they want to shop than worrying it will annoy them. Don’t be shy, if they don’t like it, they’ll unsubscribe.

3. Too Much Promotion

This isn’t to say you shouldn’t be promoting. It’s called email ‘marketing’ after all. But it can be off-putting when every single communication is simply raw self-promotion. It’s too soulless for the current climate and feels pushy. Put in a few casual emails to break it up!

4. Failing To Set Tasks

It seems a funny idea, but you ought to be tasking your email readership often enough to keep them engaged. Keyword instructions like ‘check out, ‘login’, ‘browse’, and ‘login’ act as a call to action for the readership, who will quite often respond to the request, simply by virtue of having been asked.

5. Lots Of Text

Email recipients will internally groan if they open an email to a wall of text. You have to break it up with all sorts of other forms of communication such as images, videos, and gifs. Stick to sparse, exciting uses of keywords.

6. Blanket Emails

Blanket emails are easier, save time and cost less money. However, they should be avoided. Segmentation of your email membership is far, far more likely to bring in good results for you and your company. Users want to feel noticed and valued and blanket emails display none of that.

7. Not Linking Activity To Email

One of the smartest tools available to email marketers is the ability to link email addresses to user activity. For example, if someone has added an item to their basket but not checked out, that is something worth noting in the next email communication, reminding them to check out. You could also show them other offers similar to the one in their basket.

8. No Special Deals

Another special tool that is quite a lot of fun. Take the same scenario as in number seven. This time, instead of simply reminding them, send them a special offer, a deal on the product that they are hovering on. You can also send people little birthday gifts or seasonal gifts with discounts, specific to them.

9. Using Too Much Automation

Automation is a huge timesaver and a really useful tool for a lot of companies. But it’s easy to spot if you receive a lot of automated emails. So, look for ways to avoid using them, to add the human touch.

10. Monitor

It’s an ongoing task, so it’s vital that you monitor all feedback and all sales results. This will help you to build and refine your email marketing until it is as clean as possible garnering the best results.


Don’t waste this valuable opportunity to make huge gains in sales and positive customer relations. Avoid these mistakes and you’ll be on your way to a customer base who like your company and are willing to spread the new on your behalf.

Working as a content writer at Academic Writing Service and Essay Services, Madeline Miller helps companies create effective marketing strategies. She is also passionate about sharing her knowledge and expertise on marketing and does so through blogs like the State Of Writing and other online publications.