5 Common Email Marketing Mistakes eCommerce Brands Make (And How to Fix Them)
By Spencer Lamoure | Email Marketing Specialist
Introduction
Email marketing is one of the most profitable channels for eCommerce businesses, but many brands don’t use it effectively. If your emails aren’t converting, it’s likely because of common mistakes that hurt engagement, sales, and customer retention.
In this post, I’ll break down five critical email marketing mistakes eCommerce brands make—and how to fix them for higher conversions and long-term growth.
1. Not Having an Automated Welcome Series
❌ The Mistake:
Many brands fail to send a proper welcome email when someone subscribes. Some send only a generic discount code and never follow up, missing a huge opportunity to turn new subscribers into customers.
✅ The Fix:
A 3-step welcome series converts new subscribers into loyal customers:
- Email 1 (Sent Immediately): Welcome them, introduce your brand, and offer an incentive (if applicable).
- Email 2 (1-2 Days Later): Share best-selling products, customer testimonials, or a behind-the-scenes story.
- Email 3 (3-5 Days Later): Add urgency to use their discount (if offered) or showcase social proof (like user-generated content).
📌 Example Subject Line: “Welcome! Here’s 10% Off to Get Started 🎉”
2. Relying Only on One-Time Email Blasts
❌ The Mistake:
Many eCommerce brands only send promotional emails or newsletters, instead of setting up automated flows that generate revenue on autopilot.
✅ The Fix:
In addition to promotions, set up these essential email automations:
✔ Abandoned Cart Recovery – Remind customers about unfinished purchases.
✔ Post-Purchase Follow-Ups – Build loyalty with thank-you emails & cross-sells.
✔ Win-Back Campaigns – Re-engage inactive customers with special offers.
📌 Example Subject Line: “You Left Something Behind… Complete Your Order Now!”
3. Sending Generic, Non-Personalized Emails
❌ The Mistake:
Customers don’t engage with emails that feel impersonal or irrelevant—like “Hi there” instead of their first name, or emails that don’t reflect their interests.
✅ The Fix:
✔ Personalize subject lines & email copy with their first name.
✔ Segment customers by purchase history, browsing behavior, or engagement level.
✔ Use AI-powered recommendations to suggest relevant products.
📌 Example Subject Line: “[First Name], You’ll Love These Picks Just for You 👀”
4. Ignoring Mobile Optimization
❌ The Mistake:
Over 60% of eCommerce emails are opened on mobile, but many brands still send emails with tiny text, broken images, or poorly formatted designs that hurt conversions.
✅ The Fix:
✔ Use short subject lines (under 50 characters).
✔ Keep email copy concise & easy to scan.
✔ Ensure CTA buttons are large & tap-friendly.
✔ Test emails on both mobile & desktop before sending.
📌 Example Subject Line: “Your Exclusive Offer Inside – Open Now!”
5. Not Tracking Email Performance & Making Adjustments
❌ The Mistake:
If you’re not tracking open rates, click rates, and conversion rates, you won’t know what’s working—or how to improve.
✅ The Fix:
Regularly review key email performance metrics:
- Open Rate: Are subject lines engaging?
- Click-Through Rate (CTR): Are your CTAs effective?
- Conversion Rate: Are emails actually driving sales?
Pro Tip: Run A/B tests on subject lines, email copy, and CTAs to see what performs best.
📌 Example Subject Line: “🚀 Quick Question – Is This Working for You?”
Final Thoughts: Turn Your Emails Into a Sales Machine
Email marketing isn’t just about sending promotions—it’s about building relationships, increasing customer retention, and maximizing revenue.
By fixing these common mistakes and implementing automation, you can:
✅ Increase open rates & engagement
✅ Recover lost sales
✅ Convert new subscribers into loyal customers
🚀 Want to optimize your email marketing for better results?
📩 https://lamael-consulting.com/