← To Blog

April 3, 2024

Email Fails: Mistakes to Avoid in eCom Email Campaigns

Avoid these common email fails!


Henry Sabin

When it comes to running a successful e-commerce business, email campaigns can be a powerful tool for reaching out to your customers and boosting sales.

However, if you're not careful, they can also be a recipe for disaster.

In this article, we'll discuss some common email fails that you should avoid in your e-com email campaigns. So buckle up and get ready to learn some valuable lessons!

Don't make it about you

The first mistake to avoid in your email campaigns is making it all about you.

Yes, we know you have an amazing product or service, but bombarding your customers with self-promotion is a surefire way to turn them off. Instead, focus on providing value to your customers.

Share useful tips, tricks, or information related to your industry. Show them that you care about their needs and wants, and they'll be more likely to engage with your emails.

Who doesn't love a nice email on their 78 inch flatscreen monitor?

Don't be late!

Another email fail to steer clear of is being late with your emails. In the fast-paced world of e-commerce, timing is everything.

If you're sending out a promotion or special offer, make sure it arrives in your customers' inboxes at the right time. Don't send out a holiday-themed email after the holiday has already passed.

Plan your email campaigns in advance and use scheduling tools like Mailchimp or Klaviyo to ensure your emails are delivered at the right moment.

Don't be too formal

While it's important to maintain a level of professionalism in your emails, being too formal can also be a turnoff for your customers.

Remember, you're trying to build a relationship with them, not write a business report. Use a conversational tone and inject some personality into your emails.

Think of it as having a conversation with a friend. Keep it light, friendly, and engaging. Your customers will appreciate the human touch.

Don't write spammy emails

Nobody likes spam, and your customers are no exception.

Avoid using spammy tactics in your email campaigns, such as using all caps, excessive exclamation marks, or misleading subject lines.

Be transparent and honest about what your email contains. If you're sending out a promotional email, clearly state the offer and any terms and conditions. Your customers will appreciate your honesty and be more likely to trust your brand.

Try to avoid looking like this in inboxes

Don't forget the call-to-action

One of the biggest mistakes you can make in your email campaigns is forgetting to include a clear call-to-action (CTA).

A CTA is what prompts your customers to take the desired action, such as making a purchase, signing up for a newsletter, or visiting your website.

Make sure your CTA stands out and is easily clickable. Use action-oriented language and create a sense of urgency. Don't leave your customers guessing what to do next.

Personalization is key

In the world of e-commerce, personalization is key. People want to feel special and valued, and your email campaigns should reflect that. Use customer data to personalize your emails.

Address your customers by their first name, recommend products based on their past purchases, or send them personalized offers.

Tools like Mailchimp, Klaviyo, or Shopify can help you automate this process and make it easier to deliver tailored and relevant content to your customers.

Don't hide the unsubscribe button

Last but not least, don't make the mistake of hiding the unsubscribe button. While it may seem counterintuitive, giving your customers an easy way to opt-out of your emails actually helps build trust and credibility.

If someone doesn't want to receive your emails, it's better to let them go than to have them mark your emails as spam. Make sure the unsubscribe button is clearly visible and easy to click.

It's better to have a smaller, engaged email list than a large one filled with uninterested recipients.

Happy little emails.


In conclusion, email campaigns can be a powerful tool for e-commerce businesses, but only if done right.

By avoiding these common email fails, you'll be well on your way to running successful and engaging email campaigns that drive customer retention and boost sales.

Remember, it's not about you, but about providing value to your customers. Be timely, personable, and genuine in your emails.

And most importantly, don't forget to include a clear call-to-action. So go ahead, put these tips into action, and watch your e-com email campaigns soar to new heights!

Speaking of calls to action, if you want to see a personalized video with your name in it, request one from Convi.io (the site your on now) we use Ai to generate personalised videos at scale for your DTC ecom brand.

Ready to boost your LTV?

Results guaranteed, or you don't pay a dime*
*and we send you a free pizza

Related Articles