You ever had a tiny leak in your house? Maybe it’s the sink dripping just a little, or a slow, silent trickle from the bathtub faucet. At first, you barely notice it. It’s small. A little annoying, but nothing major.

But then the water bill comes in higher than usual. And suddenly, that small leak? It’s been costing you more than you realized.

Your email marketing strategy works the same way.

Small mistakes might not seem like a big deal at first, but over time, they add up. They quietly push potential customers away, lower engagement, and can ultimately hurt sales.

The frustrating part? Most of these mistakes are easy to miss, especially when you’re busy juggling everything else in your business. 

But once you know what to look for, you can make a few simple fixes that turn your emails into one of the strongest revenue drivers for your brand.

Let’s go through the biggest mistakes brands make and how to fix them fast.

1. You’re Sending Too Many (or Too Few) Emails

Think of your emails like a workout routine. Too much, and you risk burnout. Too little, and you won’t see results.

If you’re emailing too often, you might be overwhelming subscribers, leading to more unsubscribes or lower engagement. 

If you’re barely emailing at all, people forget about you and can lose interest, which means when you do send a sales email, they’re waaaay less likely to care.

Fix It:

• If you’re sending multiple emails a day without a clear reason (like a promo or launch), space them out.
  
• If you’re only emailing once every few months, create a simple schedule that keeps you top of mind without overloading your list.
  
• Pay attention to open and unsubscribe rates. If engagement drops after frequent emails, slow down. If engagement is steady but sales are low, you might need to email more.

2. Your Subject Lines Aren’t Grabbing Attention

Your subject line is the first impression. If it’s too vague, it gets ignored. If it’s too over-the-top, it feels like spam.

No one is rushing to open an email that says:

• “Our Monthly Newsletter”
• “YOU WON’T BELIEVE THIS!!”

Fix It:

• Write subject lines that spark interest but don’t feel gimmicky.
  
• Test different approaches: questions, curiosity, emojis (sparingly), or humor.
  
• Example subject lines that work:
  ✔ “The One Thing You Don’t Want to Forget Before Summer”
  ✔ “You Left This Behind (And It’s Waiting for You)”
  ✔ “PSA: Your Closet Needs This”
  
• Use a 3rd party subject line tester to see how it scores. Sendcheckit is my personal favorite (and it’s free!).

3. Every Email Feels Like a Sales Pitch (Instead of A Convo)

If every email is focused on “BUY NOW! LAST CHANCE!” your audience will start tuning out.

People don’t want to feel like they’re being sold to in every message. They want to feel spoken to with emails that feel valuable, engaging, and relevant.

Fix It:

• Balance your content. Not every email should push a sale. Mix in storytelling, education, and behind-the-scenes content.
  
• Talk to your readers, not at them. Instead of “We just launched new arrivals,” try “Your next go-to outfit just dropped.”
  
• Focus on your customer’s needs first. Why would they care about what you’re sending?
  
• Write how you’d actually talk. Ditch the robotic, over-polished marketing speak.

4. Your Call-to-Action (CTA) Isn’t Clear

Imagine someone browsing a store, loving what they see, but… there’s no register. No checkout line. Just confusion.

That’s what a weak CTA does.

If your emails don’t make it obvious what to do next, people won’t take action.

Fix It:

• Keep CTAs simple and direct. “Shop now,” “Grab yours,” or “Check it out” work better than vague phrases like “Learn more.”
  
• Use one primary CTA per email. Too many links can be distracting.
  
• Make it stand out. Buttons often work better than plain text links (but you should test this out with your audience, sometimes it’s the other way around!).

5. You’re Sending the Same Email to Everyone

You wouldn’t send the same text to your best friend and your grandma, right?

Then why send the exact same email to your entire list?

Not all subscribers are at the same stage of their journey. ome are first-time buyers, some are loyal customers, and some are totally new. And they shouldn’t always receive the same message.

Fix It:

• Segment your list based on past purchases, engagement, or interests.
  
• Send different emails to different groups. Like welcome emails for new subscribers and VIP offers for repeat buyers.
  
• Add small tweaks in the messaging based on where they’re at in the customer journey to help improve conversions.

6. Your Emails Are Hard to Read on Mobile

Most people check emails on their phone first. If your email is hard to read on a phone, it’s game over.

If they’re constantly having to zoom in, pinch the screen, or scroll forever? They’re gone. 

Fix It:

• Use a mobile-friendly design with large text, clear CTAs, and simple layouts.
  
• Break up big chunks of text. No one wants to read a wall of words on their phone.
  
• Preview your emails on mobile before sending.

7. You’re Not Tracking What’s Working 

Would you keep spending money on ads that aren’t bringing in customers? Probably not.

But that’s what happens when you send emails without tracking performance.

If you’re not paying attention to how your emails perform, you’re just guessing.

Fix It:

• Keep an eye on key metrics:
  • Deliverability (Are they even getting your emails?)
  • Open rate (Are people opening your emails?)
  • Click-through rate (Are they engaging with your content?)
  • Conversion rate (Are they buying?)
    
• Run A/B tests to see what subject lines, CTAs, or content work best.
  
• Make decisions based on data, not just what feels right.

You’re Not the Only One Struggling with This

If your emails aren’t converting the way you want, it doesn’t mean you’re bad at email marketing.

E-commerce founders already have a million things on their plate. Between product development, managing inventory, and keeping up with customers, emails often get pushed to the side.

When you finally do send something, it can feel like a guessing game. Maybe some emails get clicks, but others? Silence. 

It’s frustrating when you know your products are great, but your emails just aren’t landing the way they should.

This list isn’t here to make you feel bad about your strategy. It’s here to help you spot the gaps, fix what’s not working, and make sure your emails are helping you grow instead of quietly losing sales.

Final Thoughts

Email marketing should be making you money, not quietly losing it.

If these mistakes sound familiar, don’t stress. Every brand has room to improve. Even small tweaks, like adjusting subject lines, simplifying CTAs, or setting up better segments, can make a major difference in sales and engagement.

Start with one fix at a time. The sooner you adjust what’s not working, the sooner your emails start bringing in the results you actually want.

And if you just don’t know what you don’t know? It might be time to call in an expert. Heeey, that’s me! You can book a free consultation at any time to learn how an Audit can help you turn your email marketing results around in just 6 months.

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Thanks so much for reading! And speaking of: let’s talk about how I can help you write emails that your community actually reads.

I’m Aireanna, and I’m here to help you turn subscribers into loyal customers. If you’re vibing with what I’m sharing, here’s how we can keep in touch:

Join Email Paradise! Get my best email tips and a splash of lifestyle content delivered to your inbox every Tuesday — your weekly dose of inspiration.

Download the 5 Email Hacks to Flood Your Shopify Store with Sales If you want to turn subscribers into buyers, these five hacks will help you do just that. No fluff, just actionable tips with real-life examples!

Check out my done-for-you email marketing services! If you need a strategic email partner (in any capacity) to craft emails that not only get opened but drive real results, I call dibs! Let’s work together to make your brand’s vision a reality.

Have a question or just want to chat? Drop me a DM on IG @aireannaelanah or email me at hello@aireannaelanah.com. I’d love to connect!