Email Marketing Failures and How to Avoid Them
Even the most experienced wedding professionals make mistakes when it comes to email marketing. A broken link, a typo in a subject line, or forgetting to segment your audience—these errors can happen to anyone. The good news? Most email marketing failures can be avoided with a bit of preparation and the right strategies.
Let’s dive into common pitfalls and how to sidestep them, so your emails stand out for the right reasons.
Common Email Marketing Mistakes
- Broken Links
- Imagine sending a beautifully crafted email with a call-to-action, only to realize the link doesn’t work. It’s a missed opportunity and can frustrate potential clients.
- How to Avoid It: Always send a test email to yourself or a colleague and click on every link to ensure they’re working correctly.
- Typos and Formatting Errors
- A glaring typo or messy formatting can make your email look unprofessional. This can erode trust and reduce engagement.
- How to Avoid It: Proofread your email carefully or use tools like Grammarly. Better yet, ask someone else to review it—fresh eyes catch mistakes you might miss.
- Generic Messaging
- Sending the same email to every subscriber without personalization makes your message feel impersonal and irrelevant.
- How to Avoid It: Use segmentation to tailor your content. For example, send venue-specific tips to couples getting married in a particular location.
- Overloading with Sales Language
- Emails packed with phrases like “buy now,” “limited time offer,” or “act fast” can feel pushy and spammy.
- How to Avoid It: Focus on providing value first. Share tips, stories, or behind-the-scenes insights before introducing any offers.
- Ignoring Mobile Optimization
- Over half of all emails are opened on mobile devices. If your email isn’t mobile-friendly, you risk losing engagement.
- How to Avoid It: Use a responsive email template and test your email on both desktop and mobile before sending.
Steps to Avoid Email Fails
- Always Send Test Emails
- Before hitting “send,” test your email on multiple devices. Check links, subject lines, images, and formatting to ensure everything looks and works as intended.
- Use Automation Wisely
- Automation can save time, but errors in automation can lead to embarrassing mistakes, like addressing a subscriber as “Hi [Name].”
- Solution: Double-check your merge tags and send test emails to verify personalized fields are populating correctly.
- Segment Your Audience
- Sending the same email to everyone on your list is a missed opportunity to connect on a deeper level. Segmentation allows you to send relevant content to specific groups.
- Example: Newly engaged couples might receive planning tips, while past clients could get anniversary email offers.
- Keep a Checklist
- Create a simple pre-send checklist:
- Is the subject line clear and engaging?
- Are all links functional?
- Does the email render correctly on desktop and mobile?
- Have you personalized the email for the intended audience?
- Create a simple pre-send checklist:
Recovering from an Email Fail
Mistakes happen, even with the best preparation. When they do, it’s important to handle them with professionalism and a touch of humor:
- Acknowledge the Mistake: If you sent the wrong link or information, follow up with a quick correction email.
- Apologize Sincerely: A simple “Oops! Here’s the correct link” goes a long way in maintaining trust.
- Move On: Most subscribers will understand, especially if you respond promptly and transparently.
Lessons Learned
Email marketing isn’t about perfection—it’s about connection. Even if mistakes happen, what matters most is how you respond and improve moving forward. With a little preparation and mindfulness, you can avoid most common errors and ensure your emails deliver value every time.
Key Takeaway: Mistakes in email marketing are inevitable, but preparation and a proactive mindset can help you avoid them and keep your audience engaged.
Jac Bowie is a serial entrepreneur, media personality, and digital marketing expert, known for her talents in event production, instruction, and radio announcing. Currently spearheading The Wedding Academy, Jac seamlessly integrates her extensive business acumen, event management expertise, and digital marketing savvy into a myriad of projects including founding international women's network Business in Heels and Australian wedding planning business, Darling Don't Panic.