Top 3 Reasons Why Marketing Emails Suck (And How to Fix Them)


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In 2015, there were around 205 billion marketing emails sent per day. And you will be surprised to know that around 246 billion emails are expected to be sent by the end of 2019.
So what?

Email marketing is not dead, my friend. Despite the constant buzz of social media, most marketers still consider email marketing their preferred marketing tool.

“Out of all the channels I tested as a marketer, email continually outperforms most of them. Not only does it have a high conversion rate, but as you build up your list you can continually monetize it by pitching multiple products,”

says Neil Patel, a renowned Internet marketer.

However, not all businesses are able to harness the true power of email marketing.
In today’s post, I’m going to discuss the top 3 reasons marketing emails suck. After reading this post, you will know how to avoid it.

Without further ado, let’s get straight to the points:

1- Not Optimizing for Mobile Phones

53% of emails are opened on mobile devices. And 74% smartphone users check their emails on their phones. If your emails are not optimized for mobile phones, this will severely affect the open rate and the ROI of your emails because many people will not interact with your emails.
But how can you optimize emails for mobile phones?
Here is a quick cheat sheet to make sure that emails you send will look great on mobile devices:

• Go easy on images – use simple, light images
• Use a responsive template
• Break up text into smaller paragraphs
• Write a short subject line

When you are going to write copy for your marketing emails, make sure you make it simple, clear, and concise. Nobody is going to read long, wordy copy on their mobile phones.

2- Failing to Write Irresistible Subject Line

Subject line is the most important part of marketing emails. No matter how great your email copy is, nobody is going to open your emails if the subject line is not irresistible.

In fact, 35% of email recipients consider subject lines a deciding factor to open emails.
That’s why it is imperative that you should write compelling subject lines for your marketing emails. But how can you do it?

Here is a list of a few proven tactics to craft compelling subject lines:

• Keep the subject line short and simple
• Reveal what’s inside the email
• Start your subject line with action-oriented verbs
• Use number in subject line
• Create a sense of urgency in subject line

You must remember that emotional element in subject line drives people to click on it. So never forget to make an emotional appeal in your subject lines.

3- Not offering Subscribers Any Offer

Whether you call it an ethical bribe or a bonus, an offer in emails is a surefire way to increase the ROI of your emails. Everyone is busy these days. If people are reading your emails, they are spending time so they should be paid for their time, as simple as that.

However, it doesn’t mean you should always offer big discount coupons in your marketing emails.

The point is,
There should be some value exchange. Even a small eBook can bring you great results.
As the legendary Harvard Business School marketing professor, Theodore Levitt puts it,

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”

Your subscribers always think what you will offer them when they open your marketing emails.
The next time, when you are going to execute an email marketing campaign, follow these practical email marketing tips, you will certainly boost the ROI.


With inboxes flooding with marketing emails, people these days don’t open marketing emails frequently. Making the matter worse, they are moving chunks of emails into their Spam folders on a regular basis. If you want to ensure that your emails get read, you should act smart.

You should never forget to optimize emails for mobile phones, write an irresistible subject line, and provide a valuable offer. This will increase the open rate of your emails and boost the ROI.

What about you? Which trick do you want to share to maximize the success of email marketing campaigns? Share it in the comment section. I’d love to hear about it.

Anupam Rajey
Anupam Rajey is a seasoned marketer and sales expert. He is the CEO of Acelerar Tech, a leading KPO that offers virtual assistants for social media, Internet research, email & chat support, and more.


  1. I totally agree with that!
    By favorite quote:
    “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
    That’s exactly where marketing often fails – it tries to deliver a product instead of a solution.

    Thank you very much!

    Best regards


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