A few simple mistakes can wreck your open rate, drive unsubscribes and ruin deliverability. Here are the 10 pitfalls to avoid for high-performing campaigns.
1. A long or boring subject line
Aim for 30-50 characters and spark curiosity. Avoid ALL CAPS and excessive exclamation points.
2. No mobile optimisation
More than 60% of emails are read on mobile. Use a responsive template and check the mobile preview.
3. Too many images, not enough text
Keep at least a 60% text-to-image ratio to escape spam filters and improve accessibility.
4. No clear call-to-action (CTA)
Pick one primary CTA: visible, well placed, and big enough to tap with a thumb.
5. No list segmentation
Sending the same email to everyone kills engagement. Segment by interest, behaviour or lifecycle.
6. Wrong sending frequency
Too often: people unsubscribe. Too rarely: they forget you. Test and iterate.
7. Skipping GDPR compliance
Unsubscribe link, legal mention and prior consent are mandatory. Mailpro includes them automatically.
8. Not testing before sending
Always send a test to yourself and a colleague. Check Gmail, Outlook and mobile.
9. Ignoring stats
Opens, clicks and unsubscribes are your compass — they tell you what to improve next time.
10. Never cleaning your lists
Hard bounces and inactives damage your reputation. Clean every 3 months.
Read more: email deliverability and what is email marketing.
See it in action: Mailpro's new newsletter editor lets you build a design block by block, no code needed.