Introduction
Email marketing remains one of the most effective digital marketing channels in 2025, delivering one of the highest ROIs across industries. But here’s the truth: most businesses fail to get results because they repeat the same avoidable mistakes.
The good news? With the right strategy — and the right tool like Brevo (formerly Sendinblue) — you can avoid these pitfalls and maximize your results.
In this article, we’ll explore the 10 most common email marketing mistakes and show you exactly how Brevo helps you overcome them.
1. Not Building a Permission-Based Lis
The Mistake: Buying email lists or adding contacts without permission.
- Leads to high bounce rates.
- Damages your sender reputation.
- Can get your account blacklisted.
Brevo Solution:
Brevo strictly enforces opt-in practices and provides tools like signup forms, landing pages, and double opt-in verification to help you grow a healthy, engaged list.
2. Ignoring Email Authentication
The Mistake: Sending from unauthenticated domains, which often land in spam folders.
Brevo Solution:
Brevo guides you through setting up SPF, DKIM, and DMARC records for domain authentication — boosting deliverability and inbox placement.
3. Poor Subject Lines
The Mistake: Using boring, spammy, or misleading subject lines like “Get Rich Quick!!!”.
- Low open rates.
- High unsubscribe rates.
Brevo Solution:
- Subject line A/B testing to find what works.
- AI-assisted recommendations for higher engagement.
👉 Example: Instead of “SALE NOW!”, use “Last Chance: Save 20% Before Midnight ⏰”.
4. Overloading Emails with Too Much Content
The Mistake: Sending long, cluttered emails that overwhelm readers.
Brevo Solution:
Brevo’s drag-and-drop editor helps you create clean, structured layouts with CTAs, ensuring readers take action without confusion.
5. Sending Emails at the Wrong Time
The Mistake: Blasting emails at midnight or weekends without considering your audience’s time zone.
Brevo Solution:
- Send Time Optimization (STO) powered by machine learning.
- Automatically delivers emails when each contact is most likely to open them.
6. Lack of Personalization
The Mistake: Sending generic “Dear Customer” emails.
- Feels robotic.
- Reduces engagement.
Brevo Solution:
Brevo offers dynamic personalization:
- Insert first names, purchase history, or location.
- Send tailored recommendations.
👉 Example: “Hi Sarah, here’s 10% off your favorite shoes.”
7. Ignoring Mobile Optimization
The Mistake: Designing emails that look fine on desktop but break on mobile.
Brevo Solution:
- Mobile-responsive templates by default.
- Real-time mobile preview.
👉 With over 70% of emails opened on mobile, this feature is non-negotiable in 2025.
8. Forgetting to Segment Your List
The Mistake: Treating all subscribers the same.
- Leads to irrelevant offers.
- Causes unsubscribes.
Brevo Solution:
Brevo allows advanced list segmentation:
- By demographics (age, gender, location).
- By behavior (opened, clicked, purchased).
- By engagement (active vs inactive users).
9. Not Tracking Performanc
The Mistake: Sending emails without analyzing results.
Brevo Solution:
Brevo provides detailed analytics on open rates, CTRs, bounce rates, and conversions.
- Run A/B tests to continually improve.
- Export reports to share with your team.
10. Neglecting Automation
The Mistake: Manually sending every email.
- Time-consuming.
- Missed opportunities.
Brevo Solution:
Brevo’s automation workflows let you:
- Send welcome series automatically.
- Recover lost sales with abandoned cart reminders.
- Reward loyal customers with personalized offers.
Quick Summary Table
| Mistake | Brevo Solution |
|---|---|
| Using bought lists | Signup forms & double opt-in |
| No domain authentication | SPF, DKIM, DMARC setup |
| Weak subject lines | A/B testing & AI tips |
| Overloaded emails | Drag-and-drop templates |
| Bad timing | Send Time Optimization |
| No personalization | Dynamic fields & behavior triggers |
| Not mobile-friendly | Mobile-responsive designs |
| No segmentation | Smart contact lists |
| Ignoring analytics | Detailed reports & A/B testing |
| No automation | Workflow automation |
Conclusion
Mistakes are common in email marketing — but they don’t have to hold you back. By avoiding these 10 pitfalls and leveraging Brevo’s powerful features, you can run professional, high-performing campaigns that build relationships and drive revenue.