Email marketing is a powerhouse for driving sales, but even minor mistakes can tank your results. If your emails aren’t getting opened, reaching the inbox, or driving clicks, small missteps like weak subject lines or poor list hygiene could be to blame. So, what’s the good news? These mistakes are fixable. Today, we’ll break down six common email marketing issues that are backed by real-world examples and give you actionable fixes to turn your campaigns around.
Problem #1: Low Open Rates
An unopened email is a wasted opportunity. Low open rates are often caused by generic subject lines, a poor sender reputation, or irrelevant content. If your emails look like spam or fail to grab attention, they are likely to be ignored.
Case Study: The Travel Agency with Forgettable Subject Lines
A boutique travel agency sent weekly emails featuring their latest vacation packages, but their open rates averaged a dismal 12%. After analyzing their campaign, they realized their subject lines (things like “New Travel Deals Inside”) lacked urgency and personalization. Subscribers had no compelling reason to click.
How to Fix It:
- Hyper-Personalize: People engage more with emails that feel relevant to them. Use dynamic fields to add first names, locations, or past purchases to subject lines. Example: “John, Your Dream Trip to Italy Awaits!”
- Test Timing: Not all audiences open emails at the same time. Use A/B testing tools to determine the best times based on engagement patterns.
- Brand Consistency: Keep a recognizable sender name. Instead of a generic “XYZ Travel Deals,” try “Maria from Travel Co” to create familiarity and trust.
Results: After implementing personalized subject lines and optimizing send times, the travel agency’s open rate increased by 35% in just one month. Learn proven subject line formulas that work and discover David Ogilvy’s email rules to boost your opens even more.
Problem #2: High Unsubscribe Rates
If people are leaving your email list faster than they are joining, something is wrong. High unsubscribe rates usually happen when subscribers feel bombarded, receive irrelevant content, or no longer see value in your emails. The goal is to keep your audience engaged, not push them away.
Case Study: The Fashion Brand That Overwhelmed Subscribers
A clothing retailer noticed a sharp increase in unsubscribe rates, jumping from 0.5% to 3.5% in one month. After reviewing their campaign, they realized they had gone from two to five emails per week, a change that frustrated subscribers. Even loyal customers felt overwhelmed and opted out.
How to Fix It:
- Segment Smarter: Instead of sending every email to the entire list, segment your audience based on purchase history, engagement levels, or quiz responses. For example, customers who bought winter coats should receive styling tips for cold weather instead of random product promotions.
- Offer a Preference Center: Give subscribers control over how often they receive emails. Let them choose between weekly, biweekly, or monthly updates. This reduces frustration while keeping them engaged.
- Focus on Value-First Content: Not every email should be about selling. Brands that mix educational content, like “How to Layer Serums” for a skincare company or “5 Ways to Style a Blazer” for a fashion retailer, keep subscribers interested while subtly reinforcing their products.
Results: The fashion brand reduced unsubscribes by 62% in two months after segmenting their audience and giving subscribers more control over email frequency. For deeper insights, check out email unsubscribe best practices that actually improve your deliverability.
Problem #3: Low Click-Through Rates (CTR)
Getting people to open your emails is only half the battle. If they are not clicking, your sales and engagement will suffer. Low click-through rates (CTR) often stem from weak calls-to-action (CTAs), cluttered layouts, or a lack of urgency. If subscribers do not feel compelled to take action, they will simply move on.
Case Study: The Skincare Brand with Weak CTAs
A skincare company sent out a weekly product newsletter but noticed CTR was below 2%. Their emails were filled with information about new products, but the CTA was buried at the bottom and simply read “Learn More.” Without clear direction or urgency, customers scrolled past it without clicking.
How to Fix It:
- Use Action-Oriented CTAs: Generic CTAs like “Click Here” do not inspire action. Instead, use urgency or curiosity-driven wording, such as “Limited Stock—Order Now” or “See What’s Inside.”
- Improve Visual Hierarchy: If your CTA is lost in a sea of text, people will not notice it. Keep the layout clean, and place your CTA above the fold with a bold, contrasting button that stands out.
- Make Emails More Interactive: Instead of static content, add polls, quizzes, or product recommendations to boost engagement. A skincare brand, for example, could include a “Find Your Perfect Skincare Routine” quiz to guide users toward products.
Results: After optimizing CTA placement and adding interactive content, the skincare brand increased their CTR by 47% and sales by 20%. See real-world email examples that convert to understand what works for your industry.
Problem #4: Emails Going to Spam
Your email content does not matter if it never reaches the inbox. Spam filters are stricter than ever, and even legitimate brands can find themselves flagged due to poor list hygiene, spammy keywords, or missing authentication.
Case Study: The Startup with Deliverability Issues
A new health and wellness brand built an email list using a giveaway campaign. However, nearly 30% of their emails were landing in spam. Upon investigation, they discovered that many of the emails were invalid or fake entries, and their domain lacked SPF and DKIM authentication.
How to Fix It:
- Clean Your Email List Regularly: Bounce rates increase when sending to invalid addresses, damaging your sender reputation. Use tools like Hunter.io to remove inactive or fake contacts every quarter.
- Avoid Spam Triggers: Words like “Free,” “Congratulations,” and “Act Now,” especially when used in all caps or followed by excessive exclamation points, can get emails flagged as spam. Write subject lines and content that sound natural and conversational.
- Authenticate Your Emails: Setting up SPF, DKIM, and DMARC records verifies your sender identity, reducing the likelihood of being marked as spam. Your email service provider (ESP) can guide you through this process.
Results: After cleaning their list and authenticating their emails, the startup’s deliverability improved, and their spam rate dropped by 70% within a month.
Problem #5: Slow List Growth
A healthy, growing email list is essential for long-term success. However, if new subscribers are trickling in at a slow pace, it usually means your sign-up process lacks visibility or incentive. Many businesses assume visitors will automatically subscribe, but without a clear reason to join, most won’t take action.
Case Study: The Food Blog That Struggled to Attract Subscribers
A popular food blog had thousands of website visitors each month, but their email list was growing by fewer than 20 subscribers per week. Despite offering great content, their sign-up form was buried in the footer of their website, and there was no clear incentive for users to join.
How to Fix It:
- Offer an Irresistible Lead Magnet: People need a reason to subscribe. Providing something valuable, like discount codes, exclusive templates, or free mini-courses, can dramatically increase sign-ups. A food blog, for example, might offer “5 Easy Dinner Recipes You Can Make in 20 Minutes.”
- Leverage Omnichannel Promotion: Do not rely solely on your website. Add email sign-up links to YouTube descriptions, podcast show notes, Instagram bios, and Facebook groups to capture leads from multiple platforms.
- Use Exit-Intent Popups: Many visitors leave your site without subscribing simply because they are not prompted to. An exit-intent popup that offers a compelling value proposition, such as “Wait! Grab 10% Off Before You Go,” can encourage last-minute sign-ups.
Results: After adding an exit-intent popup and promoting their newsletter across social media platforms, the food blog tripled their subscriber growth, reaching 75 new sign-ups per week within two months. Browse 270+ free email templates to create lead magnets that convert.
Problem #6: High Bounce Rates
If too many of your emails are bouncing, it can hurt your sender reputation and lower your deliverability. A high bounce rate typically means your list contains invalid, outdated, or fake email addresses, making it harder for your messages to reach real subscribers.
Case Study: The SaaS Company That Ignored List Hygiene
A SaaS company launched a new product update and sent emails to their full subscriber list, only to see 20% of the emails bounce. Many addresses were outdated, and some were temporary emails used for free trials, negatively impacting their email reputation.
How to Fix It:
- Use Double Opt-In: Instead of allowing anyone to sign up with a fake or inactive email, require confirmation via email before adding them to your list. This prevents invalid sign-ups and ensures that only engaged subscribers make it onto your list.
- Automate List Cleaning: Manually reviewing email lists is inefficient, but tools like Never Bounce automatically flag invalid, inactive, and risky email addresses to keep your list healthy.
- Run Re-Engagement Campaigns: Before removing inactive subscribers, try sending a “We Miss You” campaign with a compelling reason to stay subscribed. If they do not engage, it is best to remove them to protect your deliverability.
Results: By switching to a double opt-in system and using an automated cleaning tool, the retailer reduced their bounce rate from 18% to 3.2% in just 90 days, improving their sender reputation and email deliverability.
Conclusion: Turn Your Email Strategy Around
At the end of the day, email marketing mistakes are easy to make, but they are just as easy to fix when you know what to look for. Low open rates, high unsubscribe rates, and emails landing in spam are not signs that email marketing is failing – they are signs that your strategy needs adjustments. The good news? Small changes can have a big impact.
Start by focusing on one issue at a time, and test, adjust, and track your results. With the right approach, every improvement brings you closer to higher engagement, stronger relationships, and better sales.
Ready to fix your email marketing mistakes and boost your sales? Start with Nova Express to create targeted, high-performing email campaigns that engage your audience and deliver results!
Frequently Asked Questions
Why are my email open rates so low?
Low open rates are usually caused by weak subject lines, poor sender reputation, or lack of personalization. If your email looks generic or comes from an unrecognizable sender, subscribers will ignore it.
To fix it:
- Use personalized subject lines: “Alex, your guide is inside”
- Test send times, early morning or mid-week often work best
- Use a consistent, human sender name: “Maria from Nova Express”
- Avoid spam triggers: “FREE!!!”, excessive exclamation points
In a real case study, a travel agency increased open rates by 35% in one month just by improving subject lines and timing.
How can I improve my email click-through rate (CTR)?
Low CTR means your content isn’t driving action. To fix it:
- Use action-driven CTAs: “Limited Stock — Order Now” instead of “Learn More”
- Place your CTA above the fold with a bold, contrasting button
- Add interactive content: “Find Your Perfect Skincare Routine” quiz
One skincare brand increased CTR by 47% and sales by 20% after optimizing their CTA and layout.
Why are my emails going to spam?
Your emails may land in spam due to:
- Poor list hygiene (invalid or fake emails)
- Missing authentication (SPF, DKIM, DMARC)
- Spammy language (“Act Now!!!”, “Free”, “Congratulations”)
To fix it:
- Clean your list quarterly with tools like Hunter.io or NeverBounce
- Set up email authentication through your ESP
- Write naturally, avoid ALL CAPS and excessive punctuation
One startup reduced spam placement by 70% within a month after fixing these issues.
Nova Express Resources
- What is Nova Express?
- How to Start Email Marketing
- How to Start Your First Email Campaign
- Amazon SES Integration Guide
- Mailgun Integration Guide
- Email Warm-Up Guide
- AI Tools for Marketers
- NotebookLM for Marketers
- Nano Banana Pro: The Complete Guide for Marketers 2026
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About the author
Serafima Osovitny is a marketing manager at Nova Express. Passionate about turning complex marketing tactics into simple, actionable guides, she shares insights about email marketing and e-commerce. Follow her on Twitter: @OSerafimaA.
Finally understand why my emails were landing in spam. Set up DKIM, cleaned my list, spam rate dropped from 28% to 4%. Thank you!