Common Email Writing Mistakes That Kill Your Sales

email marketing

If you’re interested in maximizing the potential of email marketing, you have to write great emails. Unfortunately, that’s harder than people realize. Poorly written emails get swiped away at best. At worst, a poorly worded email could frustrate someone enough to add you to their spam block list. That’s no way to make a sale.


Fortunately, anyone can write great sales emails. It just takes a bit of work. The best way to get started is to figure out where your emails are going wrong in the first place.

Your Subject Lines Aren’t Attractive

If you’re hurriedly slapping on what seems to be a relevant subject line, that could be the cause of your issues. Think of your subject lines like the title of a book, or newspaper headline. It has to be engaging to get people to read further. This is your chance to make a great first impression.


After all, how many emails do you simply swipe away because the subject line is spammy or irrelevant? Customers use the subject line to determine if they will open your email at all. Help them make the right decision by avoiding these mistakes:


  • Using Emojis or Special Characters
  • Verbose Subject Lines That Truncate
  • One Word Subject Lines
  • Spam Red Flags (You’re a Winner!, Cash to You, Offer Expires Soon)

You Make Date Mistakes

This may seem like a stupid mistake that nobody could make. It’s more common than you think. All it takes is leaving off a 1 for example, and sending the date of the 5th instead of the 15th. There’s also the potential for getting date formatting wrong. Are you sending an email to customers in Europe? They use the D/M/Y format, not M/D/Y. That can make a big difference.


Also, keep in mind that spell checkers aren’t going to catch these mistakes. You simply have to make a plan to check and double-check manually.

Your Emails Are Poorly Formatted And Hard to Read

If you think about it, customers are doing you a favor, simply by opening your email to consider your message. Don’t punish them for doing so by presenting them with a wall of unformatted text. This is a sales email, not a novel. A frustrated customer will simply click away rather than reading.


The average person receives and sends 121 business mails each day. That’s a lot of volume, don’t let your emails get disregarded because they are difficult to read. Nobody will waste time on an unstructured email.


Organize your emails. Separate the content into logical paragraphs. Consider adding subheadings. Use bold print to make keywords stand out. Add bulleted lists as well.


Remember that writing for sales is a real skill. You might need help. Look into writing service providers where there are professionals to help you with editing, formatting and proofreading. You’ll be able to use the final product you receive as a guide for your future emails.

Spelling Mistakes Crash Your Credibility

Most readers are willing to overlook a spelling error or two. Some may not even notice. However, if you make excessive spelling mistakes or ones that are particularly grating, that reflects poorly on your professionalism. Remember that your email is going to be reasonably short. Mistakes will stand out.


Would you trust someone with your credit card information after they emailed you that was littered with poor spelling? You have to keep in mind that it isn’t just unprofessional. Loads of spelling and grammatical errors will raise red flags that you are a scammer. Use Grammarly or another spell-checking utility or plugin. This will catch most of your mistakes. You’ll still have to watch out for other mistakes such as there/their or your/you’re. Finally, please make sure that you spell the following correctly each and every time:


  • The Customer’s Name
  • Your Business Name
  • The Name of The Product
  • Your Customer’s Business Name


Sorry for the blinding subtitle. Unfortunately, many email marketers seem to think that this is an attention-grabbing technique that emphasizes something important. It does not. If you are doing this, you should stop. All-caps don’t scream ‘This is really important and exciting!’. It screams ‘I don’t know how to communicate using a computer!’.


All caps also send up potential scam warning flags. Imagine an email with all caps and spelling mistakes. There are other ways to emphasize things. Use bold print or a different color.

You Mistype Your Own Contact Info

Imagine that you’ve written a great email. It’s so great that people want to answer your call to action. The only problem is that they can’t do that. You’ve miskeyed your own contact information. They get no response. Once again, this isn’t something that will be caught by spellcheck. You have to double-check phone numbers and email addresses.

There Are Broken Links

It’s a great idea to include links in marketing emails. If customers want to take a closer look at a product, learn more about your company, or jump over to your landing page, they should be able to do that without any issue. Imagine their frustration if they click over to a broken link. They are irritated that they can’t get the information they need. Worse, you look less than professional. Make sure your links work before you schedule that email.

Final Thoughts

Email is a powerful sales tool. It’s less intrusive than phone calls, yet people check their email multiple times a day. What a great way to reach your audience. To maximize your impact, be vigilant for the mistakes listed above, and send the kind of emails that get results.


Author’s bio. Jessica Fender is a copywriter and blogger at DissertationCapital with a background in marketing and sales. She enjoys sharing her experience with like-minded professionals who aim to provide customers with high-quality services