Email copywriting can feel like a tightrope walk, one wrong step and your message might just fall flat. You’ve spent hours crafting the perfect offer, and a single slip-up can send it straight to the trash bin. You may not know it, but there are some common missteps that can make your emails less effective than they should be. The good news? These mistakes can be fixed, and with a little focus, you can write copy that connects, converts, and avoids the common pitfalls.
This article is for copywriters who want to hone their skills and steer clear of errors that can hurt their email marketing results. Here, you’ll learn about five critical email copywriting mistakes and discover ways to correct them. You’ll gain the know-how to refine your approach, write with confidence, and ensure your emails land the way you intended—in your reader’s inbox and in their minds.
Neglecting the Preheader Text
Your email preheader is that little piece of text that follows the subject line in the inbox preview. It’s prime real estate. Often overlooked, this text is like a second headline, a chance to further draw in the reader. Think of it as your chance to expand on the subject line and give a small taste of what the email holds inside.
When you neglect this space, email clients will often pull the first line of text from your email as the preheader. This can result in some odd and clunky text showing up in the inbox. For example, if the first line is something generic like, “Having trouble viewing this email?” it’s not a big draw.
The Problem with Neglected Preheaders
An unoptimized preheader can hurt your open rates. Your subject line does the heavy lifting to grab attention, but a weak preheader can make the recipient think your email is not worth a click. It’s a missed chance to add context and entice the reader further.
How to Optimize Your Preheader
Make sure your preheader is not simply a repeat of your subject line, but an extension of it. Use it to add more detail, create a sense of urgency, or offer a sneak peek of what’s inside. For instance, if the subject line is “Exclusive Sale,” the preheader might read, “Save 50% today only, while supplies last!” A good preheader gets the reader to think, “Okay, this email is worth my time.”
Keep it short, around 30-80 characters, because email clients tend to cut off the text after that point. Also, front-load the preheader with the most important information to make the biggest impact. When you treat the preheader as a chance to add value, you’ll see those open rates go up.
Writing Generic Subject Lines
Your subject line is your email’s first impression and perhaps the most crucial part of the whole thing. A weak subject line is like walking into a party and whispering “hey” instead of making a proper entrance. If your subject lines are generic and don’t give readers a reason to click, you can bet they will pass it by.
The Generic Subject Line Trap
Generic subject lines, like “Newsletter,” “Update,” or “New Product,” are easy to write but they are boring. These subject lines don’t pique curiosity, create urgency, or give any sense of value. Most readers are flooded with emails each day, and your message will simply get lost in the noise without a good subject line.
How to Write Subject Lines That Get Opened
Crafting a good subject line is not just about being catchy; it’s about being relevant and valuable. Use action words. Highlight a specific offer, create a sense of mystery, or use a number. For example, instead of “New Product,” try, “Introducing the Smartest Way to X” or “3 Ways This Product Will Save You Time.”
Personalization also does wonders for boosting open rates. If you know your reader’s name, you might try something like “Hey [Name], check this out,” or segment your list to make your offer super relevant. For instance, if you have a list of people that love the color red, you might send them, “Something special just for you red lovers!”
Test out your subject lines and see which ones get the most clicks. Use this data to get better at crafting great subject lines. There is a science behind this, and it can make a real difference.
Ignoring Segmentation
Sending emails is like talking to a crowd. If you’re just yelling a generic message, you won’t make much impact. Not all your readers are the same. They have different interests and needs, and ignoring that is a big mistake.
The Problem with Broadcast Emails
Sending the same message to everyone in your list, aka, a broadcast, is a bit like trying to fit a square peg in a round hole. Your emails will likely be irrelevant to many of your subscribers, and this will cause low engagement rates, higher unsubscribe rates, and even hurt your sender reputation.
The Power of Targeted Emails
Segmentation means you divide your list into smaller groups based on different factors. These factors might be demographics, past purchases, browsing behavior, or even how often a person interacts with your emails. When you send targeted messages, they’re more likely to resonate with those recipients.
For example, someone who has just signed up for your newsletter might get a different welcome email from someone who is a loyal customer. Your message to each will be different because their needs are also different.
Use what you know about your readers to create small, focused lists that let you write emails with pinpoint accuracy. That might mean different messaging for first-time buyers compared to repeat buyers or sending special offers to subscribers that showed interest in a specific product. When your emails feel like they are speaking to each individual, they are more likely to get a good reaction.
Focusing Too Much On Sales
Yes, you might use email to sell. But if that is all you do, you will burn out your list fast. Every single email should not be a push to buy, buy, buy. This can make your subscribers feel like you only care about their money and not their needs.
The Harm of Constant Sales Pitches
Subscribers will soon begin to ignore your emails if all they contain are sales pitches. People don’t want to be sold all the time. They want real value, advice, or just something that makes them laugh. If you are always selling something, your readers will start to get annoyed.
Building Relationships Through Value
Aim to give as much value as you take. This could be educational content, useful guides, or even just behind-the-scenes looks at your business. This will help you build a real relationship with your readers, and that connection makes them much more likely to buy when the time is right.
Mix up your content. Share industry news, tips and tricks, or ask questions to get their thoughts. If you can show that you care about their interests and concerns, they will see you as a real person, not just a brand. When people feel they have a personal connection to your brand, they are more likely to keep reading, and keep buying.
Using Weak Calls-to-Action
Your call-to-action (CTA) is what tells your readers exactly what you want them to do. A weak CTA is like leaving a party without saying goodbye. Your reader will have no idea what to do next.
The Problem with Vague CTAs
CTAs like “Click here” or “Learn more” are very vague and do not tell your readers what they will get. A vague CTA does not spark much interest and can leave the reader confused about their next step. This will lead to missed chances for engagement and conversions.
How to Craft Compelling CTAs
Your call-to-action should be direct, clear, and action-oriented. Use strong action words to show exactly what the reader will get when they click. For example, instead of “Learn more,” try something like, “Start Your Free Trial” or “Get My Discount Now.” Add in a sense of urgency, such as “Shop The Sale Now.”
Place your CTAs clearly, like a button, in a bold color or above the fold, to make them easy to find and use. Test different CTAs to see which ones get the best response, always refining your approach with the latest data. Your call-to-action should be like a clear and friendly guide. When readers know exactly what to do next, they are more likely to do it.
Avoiding These Mistakes: A Recap
Email copywriting is a mix of art and science, and getting it right takes time and care. When you pay attention to the details, you can write emails that grab attention and drive sales.
To avoid the common errors, you must craft your preheaders to hook your readers. Then, use subject lines that cut through the noise. Do not forget to segment your lists for emails that speak to each reader. Your emails should always offer real value, and you should never forget that your calls-to-action should guide your readers to a simple next step. By putting in place these habits, you’ll see your emails get better and your results improve.
Email marketing is a constant path to growth. It is not about some magic trick; it is more about hard work and fine-tuning. Be willing to learn and to adapt, and you will see your email campaigns make real progress. This is a process of always learning and always getting better.
