The Email Mistakes I See All the Time

And How to Avoid Them Without a Full Redesign

Even small email lists deserve great strategy. But most small businesses and nonprofits don’t have a marketing team to keep it all running... so mistakes happen.

Here are the issues I see most often when reviewing email setups for small teams — and how to fix them without blowing everything up or starting from scratch.

1. Inconsistent Sending

If your emails go out randomly, people forget about you. Start with a pace you can keep, even if it’s just once a month.

2. Overdesigned Templates

Flashy layouts might look cool in preview, but they break on mobile, hit spam filters, and load slowly. Simpler = better.

3. No Clear Call to Action

Even a beautiful email fails if the reader doesn’t know what to do. Give them one thing to click or respond to. That’s enough.

4. Unclean Lists

A messy list is more than just an admin headache — it’s a deliverability risk. Clean up duplicates, remove dead emails, and segment when you can.

5. Overly Formal Voice

If it sounds like it was written by a committee, your audience will tune out. Keep your tone human and your message clear.

These fixes are low-lift and high-impact, even for small teams.