The Biggest Mistakes E-Commerce Brands Make with Email Marketing (And How to Avoid Them)
Email marketing remains one of the most powerful tools for eCommerce brands, but only if it’s done right. Too often, brands focus on sending emails without considering strategy, compliance, or customer experience, leading to low engagement, deliverability issues, and even legal risks.
If your email marketing isn’t driving the results you expect, you might be making one (or more) of these common mistakes. Here’s what to watch out for and how to fix it.
1. Ignoring GDPR & Compliance Best Practices
Failing to follow data protection regulations, such as GDPR (General Data Protection Regulation), can land brands in serious trouble. Common compliance mistakes include:
- Sending marketing emails without explicit consent
- Not offering a clear unsubscribe or manage preferences option
- Keeping customer data longer than necessary
How to fix: Always get explicit consent before adding customers to your email list. Make sure your emails include an easy-to-find unsubscribe link and a way for customers to manage their marketing preferences.
2. Not Segmenting Your Audience Properly
Sending the same email to your entire list is a quick way to lose engagement (and trigger spam complaints). Customers expect personalisation, and failing to segment means missed opportunities.
Avoid this by using segmentation based on:
- Purchase behaviour – First-time buyers, repeat customers, VIPs
- Engagement level – Active vs. inactive subscribers
- Demographics – Location, age, gender, or product preferences
3. Neglecting Email Flows & Automation
Many brands set up automated email flows and then forget about them. However, e-commerce is dynamic, and flows need regular optimisation to stay effective.
Avoid this by regularly reviewing and updating key flows like:
- Welcome Series – Does it still introduce your brand effectively?
- Abandoned Cart Emails – Are the incentives working?
- Post-Purchase Emails – Are you encouraging repeat purchases?
4. Overloading Subscribers with Too Many Emails
Sending too many emails can annoy customers and lead to a high email unsubscribe rate. On the flip side, emailing too little means you might be forgotten.
To fix this, find a balance by:
- Monitoring engagement rates and unsubscribes
- Offering a preference centre where subscribers can choose how often they hear from you
- Sending value-driven emails, not just promotional content
5. Weak Subject Lines & Poor Email Design
Even a perfectly segmented email won’t work if no one opens it. Weak subject lines and cluttered email design reduce engagement.
Fix this by:
- Testing subject lines with A/B testing (short vs. long, emojis vs. no emojis)
- Ensuring mobile-friendly design (over 60% of emails are opened on mobile)
- Using clear CTAs to guide users toward action
6. Ignoring Deliverability & Sender Reputation
If your emails aren’t reaching inboxes, they can’t convert. Many brands don’t monitor deliverability or take steps to improve sender reputation.
Ensure best deliverability practices by:
- Authenticating emails (SPF, DKIM, and DMARC)
- Avoiding spam triggers (all caps, excessive exclamation marks)
- Cleaning your list regularly to remove inactive subscribers
Ultimately, no matter the brand, email marketing can be one of the most effective tools for e-commerce businesses, but only when executed effectively.
Avoiding these common mistakes will help you improve engagement, maintain compliance, and build stronger relationships with your customers. By focusing on segmentation, automation, deliverability, and user experience, you can turn email into a powerful driver of long-term growth.
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