5 Mistakes New Email Marketers Make and How to Avoid Them

Let’s be real - starting email marketing can feel like diving into the deep end without knowing how to swim. Between all the tech stuff, writing content, and keeping your business afloat, it’s easy to feel like you’re winging it. (Because... you probably are. Well, I was when I first started out.)

But here’s the good news: the most common mistakes are totally fixable. Let’s walk through five of them, so you can skip the cringe and start connecting with your audience.

1. Sending a Freebie... and Then Ghosting

You’ve got your lead magnet ready. Someone signs up. Yay!
And then... silence.

If you don’t follow up, your new subscriber forgets you faster than yesterday’s lunch. A short welcome sequence (even 2–3 emails) helps people get to know you, builds trust, and sets the stage for a great relationship. It’s like saying, “Hey! Thanks for being here, here’s what to expect.”

2. Emailing Everyone the Same Thing

You are not a robot so don’t email like one. Sending the same generic email to your entire list might seem efficient, but it rarely connects. Even a little segmentation, like by topic of interest or how someone found you, can make your emails feel way more personal (and get more clicks).

3. Being All Sales, All the Time

We love a good offer, but if every email screams “Buy now!!” you’ll burn people out fast. Think of your emails like a dinner party: you wouldn’t only talk about your business all night, right? Mix in value—share tips, stories, lessons learned, or just something useful. Keep it human.

4. Forgetting About Mobile Users

Here’s a stat for you: over 60 % (Litmus Email Analytics, Campaign Monitor) of people open emails on mobile. So if your message looks like a tiny-font wall of text or has buttons the size of rice grains... it’s getting deleted. Use short paragraphs, white space, and preview on your phone before you send.

5. Ghosting Your List

You're worried about annoying your subscribers, so you barely email them. But here’s the twist: silence is the real killer. If people forget who you are, they’re way more likely to unsubscribe. You don’t need to show up every day—but consistency (even once a week!) keeps the connection warm.

One Last Thing

Want the truth? I have made all of these mistakes. So what? We all mess up when we’re starting out, don’t sweat it. The important part is learning and moving forward. And if you’re tired of trying to piece it all together alone, my email marketing e-course was made for beginners like you. Just clear, step-by-step help to get you going.