Is Email Marketing Dead? Top Surprising Mistakes Even Top Brands Make!

Email marketing has been a cornerstone of digital marketing strategies for decades. However, with the rise of social media, influencer marketing, and automation tools, many marketers wonder: Is email marketing dead? The answer is a resounding NO. According to Statista, the number of global email users is expected to reach 4.6 billion by 2025. Furthermore, HubSpot reports that email marketing generates $42 for every $1 spent, making it one of the highest ROI channels in digital marketing.

Yet, despite its effectiveness, many brands still struggle to maximize their email marketing potential. Even well-established companies make critical mistakes that cost them engagement, conversions, and ultimately, revenue. In this blog, we’ll uncover the top surprising mistakes even top brands make in email marketing and how to fix them.

Why Email Marketing is Still Relevant in Today’s Social Media Era

With the dominance of platforms like Instagram, Facebook, and TikTok, some may assume email marketing has lost its relevance. However, email marketing remains a crucial tool for businesses due to the following reasons:

Higher ROI Compared to Social Media Ads: Social media ads can be expensive, and their ROI is unpredictable. Email marketing, however, offers consistent and measurable returns. Studies show that 49% of consumers prefer to receive promotional messages via email over other channels.
Direct and Personalized Communication: Unlike social media ads, which are shown to broad audiences, email marketing allows businesses to segment their audience and send personalized messages.
Ownership and Control: Social media platforms control who sees your content through algorithms. With email marketing, you own your list and have direct access to your audience.
Stronger Customer Relationships: Email marketing nurtures long-term relationships, making it an effective tool for brand loyalty and repeat purchases.

Following are the top mistake that the top brands make while doing email marketing :

1. Ignoring Email List Segmentation

One-size-fits-all emails are a thing of the past. Brands that fail to segment their email lists see lower open rates and engagement. According to Mailchimp, segmented campaigns have a 14.31% higher open rate and a 100.95% higher click-through rate than non-segmented campaigns.

Example: Amazon’s Targeted Emails vs. Gap’s Generic Approach

Amazon excels in email segmentation by tailoring product recommendations based on browsing and purchase history. In contrast, Gap once sent mass promotional emails without proper segmentation, leading to poor engagement and high unsubscribe rates. Customers received irrelevant offers, making them feel disconnected from the brand.

How to Fix It:

Segment your list based on demographics, purchase behavior, and engagement levels.
Personalize subject lines and email content.
Use dynamic content to tailor messages for different audience segments.

2. Overlooking Mobile Optimization

With over 61.9% of email opens happening on mobile devices, failing to optimize emails for mobile is a costly mistake. Unresponsive designs lead to high bounce rates and lost conversions.

Example: Unoptimized Emails Hurt Ralph Lauren

Ralph Lauren once sent out a promotional email that was not mobile-optimized. As a result, images failed to load properly, the text was too small to read, and CTA buttons were difficult to click. This led to a poor user experience and lower engagement rates.

How to Fix It:

Use responsive email templates.
Keep subject lines under 50 characters.
Ensure CTA buttons are easily clickable on mobile screens.

3. Sending Emails at the Wrong Time

Sending emails at the wrong time reduces open rates and engagement. Studies show that Tuesdays and Thursdays between 8 AM – 10 AM or 4 PM – 6 PM yield the best results.

Example: J.Crew’s Poor Timing Cost Sales

Timing plays a crucial role in email marketing success. J.Crew made the mistake of sending an exclusive discount email in the middle of the night. As a result, many subscribers either missed the email or found it irrelevant by the time they checked their inboxes. This misstep led to reduced open rates and missed sales opportunities.

How to Fix It:

A/B test different sending times.
Use email automation tools to optimize send times based on user behavior.
Analyse your email analytics to identify peak engagement periods.

4. Weak or Misleading Subject Lines

Subject lines determine whether your email is opened or ignored. 35% of recipients open an email based on the subject line alone (OptinMonster, 2023). Clickbait or vague subject lines can damage trust and lead to higher unsubscribe rates.

Example: Fyre Festival’s Deceptive Emails

The Fyre Festival, infamous for its failed luxury event, employed deceptive email marketing tactics that exacerbated its downfall. Promotional emails were sent with subject lines promising an exclusive, once-in-a-lifetime experience. However, attendees were met with subpar conditions that starkly contrasted the lavish promises made. This blatant misrepresentation led to massive backlash, legal actions, and a tarnished brand reputation.

How to Fix It:

Use action-oriented language.
Keep it clear, concise, and relevant.
Test subject lines using A/B testing tools like HubSpot or Mailchimp.

5. Neglecting Email Personalization

Emails without personalization feel generic and unengaging. According to Campaign Monitor, personalized emails improve open rates by 26%.

Example: Netflix vs. Coca-Cola

With a significant portion of emails being opened on mobile devices, ensuring mobile optimization is paramount. Ralph Lauren once sent out promotional emails that were not optimized for mobile viewing. Recipients encountered issues such as improperly loaded images, tiny text, and unclickable call-to-action (CTA) buttons. This led to a frustrating user experience, resulting in decreased engagement and potential loss of sales.

How to Fix It:

Address subscribers by their first name.
Use past purchase history to recommend relevant products.
Automate behavioural-triggered emails based on user interactions.

6. Not Testing Emails Before Sending

Even top brands send out emails with broken links, formatting issues, or spelling errors. This reduces credibility and leads to lower conversions.

Example: HBO Max’s Accidental Test Email

HBO Max mistakenly sent a blank test email to thousands of subscribers. While they later apologized, this error confused users and made the brand look unprofessional.

How to Fix It:

Test emails across multiple devices and email clients.
Use tools like Litmus or Email on Acid to preview emails.
Send test emails to team members before mass distribution.

Conclusion: Email Marketing is Alive and Thriving!

Email marketing remains one of the most powerful tools for customer engagement, brand awareness, and revenue growth. However, even top brands make mistakes that limit its effectiveness. By avoiding these common pitfalls and implementing best practices, you can improve open rates, boost engagement, and increase conversions.

Want to master email marketing and other digital marketing strategies? Join Peptech Digital’s expert-led courses today and elevate your marketing game!