We’ve all been there—opening our inbox only to see an email from a brand that makes us cringe. Whether it’s a subject line that screams “spam” or a message that feels like a robot wrote it, bad brand emails have a way of making you question whether hitting unsubscribe is worth the two seconds it takes. If you’re a brand looking to not be that email people love to hate, you’re in the right place.
In this article, we’re going to break down some of the most cringe-worthy email mistakes brands make, why they hurt your business more than you might think, and how to avoid these email sins. Get ready to laugh, facepalm, and (hopefully) never repeat these mistakes again!
1. The “Buy My Stuff” Email (AKA: The Hard Sell That Feels Like a Sleazy Salesman)
Ever get an email that’s immediately pushing you to buy something? No introduction, no value, just “Buy Now!”? It feels a little like someone shoving a flyer in your face on the street. This kind of email typically gets an eye roll and a quick “delete.”
Why It’s Bad:
People don’t want to feel like they’re being pressured into buying something. If your email screams “sell, sell, sell!” right out of the gate, it comes across as pushy and desperate. No one likes desperate. Even when we’re hungry for attention, we at least try to hide it. Brands, take note.
Better approach: Lead with value. Share some helpful tips, advice, or even humor before you ask people to buy something. You’ll be surprised at how much goodwill you can build with your audience by not immediately asking for their credit card.
Random thought: Imagine if you walked into a store and the salesperson yelled, “BUY SOMETHING!” as soon as you stepped in. I’d be running for the door. Same goes for your inbox.
2. The “Oops, We Messed Up” Fake Apology Email
You’ve probably seen this one before. A company sends out an email apologizing for something, but you’re not really sure what they’re apologizing for. More often than not, it feels like a poorly disguised marketing ploy to get you to open their email. The “Oops!” subject line is basically the digital version of “Hey, I’m vulnerable, so now you like me, right?”
Why It’s Bad:
People don’t like feeling tricked. If you didn’t actually make a mistake, don’t pretend like you did just to get someone to open your email. This comes off as insincere, and the last thing you want is for your audience to feel manipulated.
Better approach: If you’re genuinely apologizing, make it real and own up to the mistake with transparency. If not, don’t fabricate a reason to apologize just to grab attention. People appreciate honesty far more than fake vulnerability.
Emotional trigger: Think of that one friend who’s always apologizing for things they didn’t do. Annoying, right? Same principle applies here.
3. The “No-Value Newsletter” Email (Full of Fluff and Nothing Else)
Newsletters are great—when they actually provide value. But when a brand sends a newsletter that’s nothing but fluff and irrelevant information, it leaves you wondering why you bothered opening it. The email equivalent of a filler episode in a TV series, these newsletters often end up ignored or unsubscribed.
Why It’s Bad:
When people open your email, they want to feel like they got something out of it—whether it’s useful information, an exclusive offer, or even a laugh. If your email is just a bunch of filler, it’s a waste of their time and yours.
Better approach: Only send emails when you have something worth saying. Make sure every piece of content in your newsletter serves a purpose and adds value to your subscribers’ lives.
Random thought: I once got a newsletter that was literally two sentences long and said nothing but “Hey, just checking in!” Thanks for wasting 10 seconds of my life I’ll never get back.
4. The “Wrong Name” Email (Hi [FIRST NAME])
Oh, the classic [FIRST NAME] fail. You open an email expecting to see your name, and instead, you’re greeted by an embarrassing placeholder that never got swapped out. Instant turn-off. Suddenly, you feel like just another cog in the email marketing machine.
Why It’s Bad:
If you’re going to use personalization, get it right. When you mess up, it’s obvious you’re not paying attention, and it can feel like you’re treating your subscribers as numbers, not people. Plus, it just looks sloppy. We’re all better than that, right?
Better approach: Test your emails before sending them. Seriously, just send a test email and make sure everything works as it should. It takes five minutes, and it could save you from embarrassing errors that make your brand look unprofessional.
Emotional trigger: We’ve all been there—getting someone’s name wrong in person is embarrassing enough. But at least in person, you can laugh it off. In email? Not so much.
5. The “Overly Fancy” Design Email (Too Much of a Good Thing)
Picture this: you open an email and it’s packed with flashy GIFs, over-the-top fonts, and way too many colors. It’s like the email is trying way too hard to be cool, but instead, it’s overwhelming. Sometimes less really is more.
Why It’s Bad:
When your email is more style than substance, it can be hard for the reader to focus on the message. Flashy designs might look cool, but if they distract from your content or make the email hard to read, it’s counterproductive.
Better approach: Keep your design simple and easy to navigate. Use visuals to support your message, not distract from it. And please, for the love of inbox sanity, avoid neon-colored fonts.
Random thought: Remember those MySpace pages back in the day that were so decked out with glittery backgrounds and music you didn’t ask for? Yeah, we don’t need to bring that vibe to emails.
6. The “Never-Ending” Email (Are You Done Yet?)
We all love a good story, but when your email goes on and on… and on… and on, it can quickly turn into a snooze-fest. I’ve gotten emails that feel longer than some blog posts, and by the halfway point, I’m questioning whether I’ve made a terrible life choice by opening it.
Why It’s Bad:
Emails should be quick and to the point. You can tell a story, sure, but keep it short and sweet. If you have a lot to say, link to a blog post or landing page where people can read more. No one signed up for your email list expecting a novel in their inbox.
Better approach: Be concise. Get to the point and leave your readers wanting more (not less). Save the deep dives for content like blog posts, where people are prepared to settle in for a longer read.
Emotional trigger: Ever been stuck in a conversation that just won’t end, and you’re desperately looking for an exit? Yeah, don’t make your email feel like that.
FAQs
1. What’s the worst mistake brands make in emails?
The worst mistake is failing to provide value. Whether it’s a hard sell, irrelevant content, or an email that’s too long, if people don’t feel like they’re getting something out of your emails, they’ll stop opening them. Worse yet, they’ll unsubscribe.
2. How can I avoid embarrassing email mistakes?
Test, test, and test again. Always send a test email to yourself and your team before hitting “send” to your entire list. Check for personalization errors, broken links, and formatting issues. It might seem tedious, but it can save you from making embarrassing mistakes.
3. How often should I email my subscribers?
It depends on your audience and the value you’re offering. If you have something useful to say, feel free to email once a week. If not, don’t force it. Quality over quantity is key. Bombarding your audience with too many emails can lead to unsubscribes.
4. Should I use humor in my brand emails?
Absolutely—if it fits your brand voice. Humor can make your emails more relatable and engaging. Just make sure it doesn’t overshadow the message. And remember, humor doesn’t work for every brand, so know your audience.
5. What’s the best way to handle a mistake in an email?
If you made a mistake, own up to it quickly. Send a follow-up email explaining what went wrong and apologize sincerely. People appreciate transparency. Just make sure your apology is genuine and not a ploy for attention.
Final Thoughts
Bad brand emails can turn off your audience faster than you can say “unsubscribe.” Whether it’s the hard sell, the fluff-filled newsletter, or the wrong name debacle, avoiding these common pitfalls can help you build stronger relationships with your subscribers. Keep your emails concise, valuable, and human, and you’ll be well on your way to inbox success.
And hey, if all else fails, just remember: don’t be the email equivalent of a pushy salesperson with bad grammar and neon fonts. Easy, right?