These 5 Email Marketing Mistakes are Costing You Thousands

Your email list called. It told me you’re bombing your email marketing strategy (whoops!), and it’s costing you money.

Hey, I get it. Email marketing sounds like a great idea. But when it comes down to planning, writing, designing, sending, analyzing, and optimizing week after week… it’s overwhelming. Email either falls to the bottom of your to-do list or worse — it gets ignored completely.

Here’s my tough love: if your emails aren’t bringing in revenue, it’s not because “email is dead” (it’s not) or because “nobody reads emails anymore” (they do). It’s probably because you’re making one of these mistakes. And the good news is? The fixes are easy. 

Here are 5 email marketing mistakes that could be costing you thousands of dollars — and what to do instead.

Mistake #1: Only Emailing When You’re Selling Something

This one makes me cringe. If you only show up in your subscriber’s inboxes when you’re hoping to make money from them, they’re going to know. And you know what? They’re probably not going to pull out their credit cards.

Money is tight for most people right now. Building a trusted relationship with your subscribers is more important than ever — especially if you’re hoping they’re going to buy something from you!

You know that friend that only calls when they need something? Don’t be that girl! It’s not a good look. If this is how you treat your email list… only emailing during a launch or a sale, two things happen:

1. Your subscribers forget who you are (and why they signed up)
2. They learn to associate your business with “wants my money,” and if you’re transactional (not relational), they’re pretty likely to tune you out

Neither is great for building trust — or sales.

So… what should you do instead?

• Show up consistently with valuable content (tips, insights, stories)
• Follow the 80/20 rule: 80% helpful content, 20% promotion
• Share wins, lessons learned, and behind-the-scenes glimpses
• Be real + build genuine connections between sales
• Ask questions and encourage replies — make it a two-way conversation

You have to build a system that prioritizes relationships first, sales second. Find the cadence of consistency you can stick to, and make it happen!

Mistake #2: Writing Emails That Feel Too Salesy (or Too Boring)

It’s hard to start writing casually in your emails when you used to work in the corporate world (I get it). But remember, your subscribers signed up to hear from you. Your voice is what makes your emails stand out, connect with the reader (and ultimately, convert). Don’t shortchange them, or they might go straight to the trash bin… and you can’t make money if your emails don’t get opened and read. 

Overly salesy emails feel pushy and make people unsubscribe.

When your emails sound stiff, formal, or too polished, you create distance between you and your reader. That’s the last thing you want when you’re trying to build trust and make sales.

Here’s the fix:

• Write like you talk (but maybe with better grammar)
• Share stories that make your emails memorable
• Cut the jargon — if you wouldn’t use it in conversation, don’t use it in email
• Actually (like, for real) care about what you’re sending (your readers can tell when you don’t)
• Let your personality shine through (if you’re a weirdo, be a weirdo)

Generic content gets ignored. When your emails don’t feel human, engaging, and valuable, they’re not going to make you any money. One last thing: make sure every email answers: What’s in it for them?

If you’re not sure if your emails are hitting the right tone, call up your favorite AI tool. Cut and paste your email copy and ask, “Does this email nail my brand voice and tone and connect with the reader? How can I tweak it to sound clearer and more human?” (The irony’s not lost on me here 😉.)

Mistake #3: Ignoring Your Best Leads (They’re Already on Your List!)

Here’s a wild thought: the people most likely to buy from you? They’re already on your list.

Ironically, instead of nurturing these warm leads, most business owners get caught up in the endless chase for new subscribers. Meanwhile, their existing subscribers are collecting dust like a poor, neglected kitchen appliance.

The Fix:

• Create re-engagement campaigns for inactive subscribers
• Use segmentation to send relevant, targeted content
• Set up automated nurture sequences that keep people engaged
• Pay attention to what your subscribers actually want (hint: they’re telling you with their clicks)
• Review your analytics every month to spot trends and opportunities

It’s not rocket science; it’s cheaper and easier to sell to your existing audience than to grow your list with new (cold) subscribers. Your list can be a goldmine — IF you actually nurture it.

Mistake #4: Not Having a Clear Call to Action (CTA)

Remember those Choose Your Own Adventure books from the 80s? (They were amazing!) You’d hit a crossroads after a few chapters and get to pick your path, which completely changed the story. Annnd while choosing your path was a hoot in middle school, if you’re using this strategy with your marketing emails, it’s costing you sales.

When it comes to CTAs in your emails, giving your reader multiple paths leaves subscribers guessing about what to do next — and it only leads to one place: nowhere. If you don’t tell people exactly what to do next, they won’t take action. Vague CTAs like “Let me know if you’re interested” don’t convert. And they don’t make money.

Every email should guide the reader toward the next step—not leave them guessing. Here’s how:

• Follow the Rule of One: One reader, one big idea, one goal/CTA
• Be specific about the next step (“Click here to save your spot”)
• Make it ridiculously easy to say yes
• Give them a reason to act now
• Keep your CTA visible and repeat it where it makes sense

If you want better conversions, never use multiple CTAs and write emails with a clear path forward. That’s your next chapter.

Mistake #5: Not Tracking & Optimizing Your Emails

If you’re not tracking your email metrics and making data-driven decisions, you’re essentially throwing spaghetti at the wall and hoping something sticks. (Sorry to tell ya, this well-known pasta strategy doesn’t cut it for email marketing.)

The real power of email isn’t just in writing and sending on repeat. It’s in understanding what works for your specific audience and doing more of that. Without tracking and testing, you’re missing opportunities to convert more subscribers into first-time buyers and more first-timers into repeat, loyal fans.

Sooo, make sure you:

• Track your open rates and click-throughs
• Pay attention to which topics get the most engagement
• Test different subject lines, CTAs, and content styles
• Use the intel: keep what works, ditch what doesn’t
• Set monthly goals, measure your progress, and continuously optimize

Want to turn your metrics into money? Start by picking one thing to track and test this week. (You have to isolate one thing at a time.) Making small tweaks can lead to big wins when you know what you’re looking for.

Stop Leaving Money on the Table

If you’re making any of these mistakes, don’t worry — you’re not alone. The good news is that each of these has a doable fix. And if you’re ready to turn your email list into a revenue-generating machine, let’s chat about your email strategy.