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10 Things to Avoid When Sending Promotional Sales Emails

Headshot of Brandon Bornancin
Brandon Bornancin
July 3, 2023
Woman Working On The Computer To Send Promotional Emails

Sending promotional sales emails is an effective way to engage with potential customers, showcase your products or services, and drive conversions. However, it's important to approach email marketing strategically and avoid common pitfalls that can hinder your success. In this blog post, we'll explore 10 things you should avoid when sending promotional sales emails to ensure your campaigns are effective and well-received.

Overwhelming Length

Long, wordy emails are often ignored or skimmed over by recipients. Avoid overwhelming your audience with lengthy paragraphs and complex information. Instead, focus on concise and clear messaging that captures attention and gets your point across quickly.

Lack of Personalization

Generic, impersonal emails can easily be dismissed as spam. Take the time to personalize your emails by addressing recipients by their name and tailoring your content to their specific needs or pain points. Personalization demonstrates that you value the recipient as an individual and increases the likelihood of engagement.

Pushy Sales Language

Avoid using aggressive or pushy sales language in your promotional emails. Instead, aim for a conversational tone that focuses on building a relationship and providing value. People respond better to genuine communication that addresses their needs rather than being bombarded with aggressive sales pitches.

Neglecting Mobile Optimization

With the majority of emails being read on mobile devices, it's crucial to optimize your emails for mobile viewing. Neglecting mobile optimization can lead to a poor user experience, causing recipients to quickly delete or ignore your emails. Ensure your emails are responsive and visually appealing across different screen sizes.

Ignoring Call-to-Action (CTA)

A clear and compelling call-to-action is essential for guiding recipients to take the desired action. Avoid burying your CTA within your email or making it unclear and ambiguous. Make your CTA stand out by using prominent buttons or hyperlinks, and provide a concise explanation of the benefits of taking action.

Lack of Segmentation

Sending the same email to your entire contact list can result in low engagement rates and missed opportunities. Segment your email list based on factors such as demographics, purchase history, or previous interactions to tailor your messages to specific groups. This approach allows for more targeted and relevant content, increasing the chances of conversion.

Poor Proofreading and Grammar

Grammatical errors and typos can damage your credibility and professionalism. Proofread your emails carefully before sending them to ensure they are error-free. Consider using grammar-checking tools or asking a colleague to review your content to catch any mistakes you may have missed.

Excessive Frequency

Bombarding recipients with frequent emails can lead to unsubscribes or recipients marking your emails as spam. Respect your audience's inbox by maintaining a reasonable frequency of communication. Consider the nature of your product or service, industry norms, and the preferences of your target audience when determining how often to send promotional emails.

Neglecting A/B Testing

A/B testing allows you to optimize your email campaigns by comparing different elements, such as subject lines, email content, or CTAs, to see which version performs better. Neglecting A/B testing means missing out on valuable insights that can improve your email open rates, click-through rates, and overall campaign success.

Forgetting to Follow Up

Following up with prospects who have shown interest in your previous emails is crucial for nurturing relationships and driving conversions. Don't neglect this important step in the sales process. Plan and schedule timely follow-up emails to stay on your prospects' radar and address any questions or concerns they may have.


By avoiding these common pitfalls when sending promotional sales emails, you can increase the effectiveness of your campaigns and drive better results. Focus on personalization, concise messaging, mobile optimization, and delivering value to your audience. Continuously test and refine your approach to ensure your emails are engaging, relevant, and compelling. With these strategies in place, you'll be on your way to building stronger relationships with your prospects and achieving your sales goals.