Email marketing is no doubt the most effective communication channel. Be it about keeping your customers engaged or driving leads to conversions, emails enable you to nurture your prospects into customers with highly personalized messages.

But while most marketers are trying to convert their leads into customers with frequent emails, most get deemed as ‘spammy’ almost instantly. Why?

Email marketing practices that kill trust and conversions

1. Your subject line is simply overhyped

Let’s face it, no one likes to be made to expect something and be delivered something completely opposite. Imagine being promised a free iPhone and then being told that it was just a clickbait to sell a pair of earphones – what a major disappointment.

Just to get your subscribers to open an email, do not use an over-promising subject line that does not match the intent of the body content.

2. Your email demands too much action

We understand that the one interaction you have with a subscriber, you want to give it your all at converting him – but overwhelming him with multiple CTAs is an absolute NO-NO!

It is important that your email has a single goal and directs the reader to completing one action. When you’re trying too hard to make the reader interact with you, you might seem like a spammy business that’s probably running a click bait.

3. You forgot asking for permissions

Imagine waking up to receiving 10 emails from a business that you had simply shown interest in – you instantly hit unsubscribe and deem it as a brand you don’t want to interact with further, because ‘you didn’t ask them to message you.’

While setting up your email campaigns, it is important that you ask for permissions. Even if someone has subscribed to your list, it is always a good idea to ask if he wants to receive updates from you. You can also further segment your list to create personalized emails by asking the subscriber what he wants to be notified about.

We like how Jon here sends an email with a quick note in the signature. He gives the reader an upfront option to unsubscribe in case he doesn’t like the content offered – creating a rapport of someone who cares about the subscriber’s interests.

jon newsletter note

We also like how H&M lets the subscribers know prior what they should expect from the brand before they subscribe to their newsletters.

4. Your email list is barely segmented

There is no such thing as getting conversions on broadcast messages. If you want your subscribers to consume the email content and convert on it, you need to take a consumer-first approach in your campaigns.

This means that while you’re growing your email list, you also need to focus on creating smart segments on your audience. These could be based on the location they are from, the pages they have browsed, the products they have shown interest in or simply, their on-site behaviour.

For instance, with Exit Bee, you can retarget your website visitors with overlay campaigns based on the pages they have shown interest in. If they are reading through your marketing tips on the blog, target them with an overlay that promises to send them updates on that very topic.

On the other hand, you can use another overlay to capture those subscribers who have directly shown interest in your product by offering them a demo.

Creating separate lists of subscribers enables modern marketers to personalize the consumer’s journey to conversion with contextual communication.

5. Your email has no ‘person’

Long gone are the days when you could sign off from an email as a company name. Consumers relate with people like them – they want to be able to associate a brand with a name and a face. That’s exactly why you need to send all emails to subscribers as an individual from the company.

This lets them know that they aren’t interacting with automated messages, that won’t cater to their needs or concerns if they reach out via the same thread.

For example, we sign off all our emails with a signature of the person who has drafted it! We see varied responses on those sent by me and those sent by our Founder, Pavlos.

6. Your emails lack automation

Emailing your subscribers manually might seem like a more personalized way of doing things, but we think it only adds to the chaos. You have to keep a tab on the user’s activity on the product, his last interaction and more data, and then push out emails to each one of them based on where they are in the customer lifecycle.

If you ask us, it only results in you not being able to reach out to them timely and losing the opportunity to strike a conversation.

This is why it is important to automate your email marketing campaigns based on subscriber triggers – someone who has just abandoned the cart, made a purchase, clicked on a promotional banner, etc.

7. Your email is no less than an essay

Yes, email is the one channel where you can reach out to your subscribers with a solid value proposition – but don’t overdo it. And by overdoing we mean, keep the communication to only as much as it is important.

Instead of trying to include all aspects of your business in one email, focus on creating a crisp email copy that is easily consumable by the subscriber. The idea is to be able to share the value you have to offer, without making the reader go through too big a storyline.

Pick a goal and write emails that are simple, and to-the-point.

8. Your email formatting skills are poor

We don’t know about you, but we surely have trust issues when someone reaches out to us with poor email formatting.

It is important that you focus on how your email looks to the recipient. Be it the design, how the copy of the email is aligned or simply how your signature appears, the email’s formatting can make or break your conversions.

9. You haven’t found the right frequency

53% of the consumer market reports that they are getting too many emails from businesses; only 44% said that they received just the right number of emails.

email marketing frequency

But if you thought sending an email ‘every now and then’ works, you’re mistaken. Inconsistent engagement efforts can also result in you losing a subscriber for not sending him relevant updates on time – and in worst case scenarios, result in losing a customer.

So understand who your subscribers are, what they are looking for and accordingly decide a frequency of emails that engages them in a timely manner – without spamming their inbox!

Also read: Finding the ideal email frequency for your business


We know how you want to lead a subscriber directly to a conversion, because emails are a direct communication channel. But it is important to understand that even a subscriber needs to see value in what you’re offering and that only comes when you build trust during an email campaign.

Focus on nurturing the subscriber with relevant offers and content recommendations. The closer you hit to his needs and concerns, the greater are the number of conversions you receive.


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Vanhishikha Bhargava

Content Marketer at Exit Bee. Most of the times found trying to create compelling copies for blogs and digital campaigns, keeping a watch on what's happening on social media or ranting on Twitter. At all other times, not found.

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