Common Mistakes People Make when Writing Promo Emails


There are at least as many ways to do a promotional email wrong as there are ways to get it right. One of the first mistakes that affiliate marketers make when writing their promo emails is that they…

#1 – Lose sight of the objective

The ONLY objective of a marketing email is to sell the product or service that you are promoting to the members of your opt-in list. Every word of the email needs to be directed at realizing that one objective.

#2 – See their list as email addresses

An opt-in list is much more than a list of names and email addresses. It is a list of people! Real, live, human people are what make up your opt-in list. You must market your product or service to humans and not email addresses.

#3 – Use weak and ineffective subject lines

Most auto responders allow you to use up to 50 characters in a subject line. The first 25 of those characters are what stands between the marketer and an email that actually opened and read. (The second 25 should be left on the table.) If marketing emails are deleted without being read, they are totally useless. Writing powerful, attention-getting subject lines that inspire recipients to open your marketing emails is an ability that needs to be developed to a high degree of expertise.

Effective subject lines are short, to the point, have a tease quality and never promise more than what will be delivered in the attached marketing email.

#4 – Use all capital letters

The use of all capital letters in any kind of email is the equivalent of shouting or yelling at a person that you are having a real world conversation with. It is rude and completely unproductive. Don’t yell at the members of your opt-in list. All capital letters do not draw attention nor convey excitement.

#5 – Use a lot of exclamation points

One exclamation point at the end of a sentence means that the sentence is an exclamatory one. Multiple exclamation points at the end of a sentence are another form of yelling and they do not denote added excitement. They are taking up valuable space in your marketing email and maybe even irritating the recipients.

#6 – Never use bullet points

It is a known fact that people don’t read marketing emails word for word. People scan marketing emails. Marketing emails need to be easy to SCAN. The use of bullet points makes it easy for recipients to easily identify the important information that is contained in the email. You should always use bullet points for the main points that you are making in your marketing email.

#7 – Make their emails too long

Marketing emails should be short. They shouldn’t have a scroll bar and they should only be 300 to 400 words long. They should never contain large blocks of text. It won’t be read.

#8 – Fail to use the P.S. line effectively

The P.S. line(s) of a marketing email appear last but they are as important as the first word of a marketing email. The P.S. line needs to be used to hit the most important aspect of the email again or as a tease for an upcoming email.

Avoid these mistakes and you’ll be on your way to getting much better conversions!

To Your Success,
Zai Adi


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5 thoughts on “Common Mistakes People Make when Writing Promo Emails”

  1. I’m guilty of several things listed here. For example I’m just not as talented of a writer and I often use weak and ineffective subject lines. I need to practice writing badly to improve on this. I think I may also use exclamation points a little too often and it really makes using it pointless after a while. My emails are always long and I didn’t even know I should be utilizing the P.S. line. Once again it’s a reminder of how much I still need to learn.

    1. Hey Leandro,

      it’s ok we all learn from our mistakes. I think I did all the same mistakes listed on this post when I first started. It should be fine as long as we put into practice on what we’ve learned.

  2. Lose sight of the objective? I do this all the time and I just hate it when my email becomes 3 pages long. Use weak and ineffective subject lines? Check. It has to do with losing sight of the objective. I write them long and pointless and eventually there are too many subject lines to even matter. Make their emails too long? Did I mention that I write my emails 3 pages long? Hahaha~ Hey thanks for letting me know how much I suck. You have to realize and accept your shortcomings before you can improve upon them.

  3. I think one of the main problems is listed as how people see their list. Like you mentioned it has to be more than just a list of email addresses and there needs to be a relationship with the list if you really want to monetize it correctly

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