Any self-respecting marketing expert makes mistakes, it’s part of the job and part of it. From the smallest to the most important, these allow you to learn and pay attention to the smallest detail so that everything is optimal. Find out in this article what the most common errors are, and especially how to solve them so that your campaign reaches its full potential.

Email marketing: the most common mistakes

erreurs email marketing

The links are not good

It sometimes happens that the links placed in an email are incorrect or that they do not point to the right page. This situation can be very problematic for your campaign if not corrected in time. Before launching, try each link, one by one, on different devices, to make sure they work well and that their destination is correct.

Your site is experiencing technical difficulties

Sometimes a website is temporarily blocked or down for various reasons, preventing Internet users from accessing its pages and content. If this is your case and this happens in the middle of an emailing campaign, we advise you to send a message to your subscribers in order to clearly explain the situation to them, without forgetting to come back to them when the problem is solved in order to inform them. To be forgiven when the situation persists, some sites even go so far as to offer a promotion or specific content to its subscribers.

Customization is bad

This error can cost you dearly, especially if, for example, you send emails in which the name indicated does not correspond to the recipient, or if you make spelling mistakes. To avoid this masterful misstep, always check your fields before launching the campaign (names, tags, etc.).

The segmentation is not good

Imagine the astonishment, even the annoyance, of people receiving an email that does not concern them. For example, if you send a message to young adults intended to promote your new anti-wrinkle product, you risk having a big flop and losing subscribers.

In this case, the best thing is to apologize, but also and above all to perform your segmentation well beforehand. Determine who your core target audience is, then separate them according to specific criteria. Each segment must be approached in a different way according to these same criteria.

Always remember that the information sent in your emails must be relevant and suitable for those who receive them.

Too many CTAs

Yes, CTAs play a major role in conversion, however, be careful not to put too many, or risk drowning your readers who will no longer know what to click and will end up doing nothing at all. Therefore, be clear and concise about which button to press and why it should be clicked. Stick to one email CTA and pick the one that is most useful, most effective based on the action you expect.

Do not test before sending

We have already told you about it: A/B testing is essential before any email marketing campaign is sent. Do not neglect this step, because it will save you many mistakes and regrets.

Action plan to anticipate email marketing mistakes

Do not wait for the error to occur, anticipate by creating a list indicating the possible blunders and the means available to you to respond to them. This way, you won’t be taken aback if this happens and you can react calmly, quickly, in the most adequate way possible.

Here are the main steps to follow:

  1. List all problems and errors that may occur.
  2. Determine which solution is best suited to the problem.
  3. Have your manager check the list and the proposed resolutions to obtain their agreement.
  4. Write a standard excuse email which can then be adapted according to the error.

Although errors are not that frequent, prevention is better than cure! Being aware that they are possible and having an action plan ready in case of a problem will allow you to rectify the situation more quickly and easily. Last advice by the way: if it’s multiple errors, take them one at a time rather than trying to fix them all at once. Finally, always remember to apologize to your audience.


I bring my expertise in digital marketing through my articles. My goal is to help professionals improve their online marketing strategy by sharing practical tips and relevant advice. My articles are written clearly, precisely and easy to follow, whether you are a novice or expert in the matter.