In an increasingly competitive digital world, email marketing is one of the strongest ways to send marketing messages which has a measurable impact if only the email marketing strategy is designed effectively. However, knowing that email marketing has one of the highest ROIs can seem exhausting to invest time in email marketing strategy. The world still faces a recession, and brands need to adapt accordingly. So, focusing on getting the greatest possible value in terms of efficacy, quality, and reliability, many businesses will go for reframing their email marketing strategy for their outlay.

Implementing tactics that will evaluate all the brand model elements and suit the post-pandemic consumer mindset will be a viable option. Marketers will need to go back to their basics and rethink how to communicate with the customers. 

Developing new product offerings by reframing email marketing strategy to cater to post-pandemic consumer preferences will be vital for an e-commerce email marketing agency.

But the question is, when does a business need to reframe its email marketing strategy? 

We need to get assured on this point and check for vital signs for those brands who are struggling to get better results. We need to go for those businesses that get the concepts wrong and those whose marketing performance and sales leads have plateaued. 

Here we are listing some of the seven vital signs to check in your business to reframe your email marketing strategy and achieve extraordinary results through email marketing.

Hiding your identity 

The major factor hampering e-commerce marketing strategy is identity obfuscation. If you send out emails from “Do not reply email addresses”, then it is bound that your open rates will be low. Such emails in the customer inbox showcase a feeling of uninvited and unwelcome. 

If they receive an email based on the sender’s name, it gives credibility to a brand. Placing this shift in the marketing strategy can likely make your e-commerce email marketing more effective.

Ignoring mobile

The other vital mistake that a business enterprise does is that they ignore the mobile platform importance. In such a scenario, when most people check their emails on the mobile platform, it is the need of the hour for any establishment to switch to this platform and get prepared for email campaigns optimized for mobile devices. 

If they do not reframe this email marketing strategy, then it is obvious that soon regardless of how appropriate your content is, none of them will be able to read it.

The ‘one size fits all’ approach

Most of the time, marketers try to talk about their brand instead of shining the spotlight on the customer. The most effective form of marketing is relevance, and it starts with catering and listening to your customers’ preferences. So, with the relevance of content, it is important to design the content thinking about the audience who will receive your emails. Therefore, it is important to reframe the email marketing strategy based on the customer segmentation list.

Making our emails complicated

The other thing which most content creators do is complicate the message on what they want to share with their customers. Instead of giving a little thought to the reader, they push several offers down the funnel within an email. This approach makes things quite complicated for the receiver, and in due course, they get stressed on what action to take, thus making them less likely to buy. So, the strategy of keeping things simple does magic in email marketing.  

Hiding the unsubscribe link

Some businesses don’t offer to unsubscribe links in their emails. This mistake should be seen and reframed in the strategy because one should respect their customers’ decision. As a professional, we need to allow our customers the freedom to unsubscribe from email lists

Otherwise, you risk failing to comply with GDPR. So, handle this strategy smartly and help avoid your customers’ frustration who are least interested in receiving your emails.

Most marketing messages complicated

The typical mistake most of the organization do is that they fail to state their message. Likewise, they sometimes make it so simple that they lack the sophistication needed to present their message. 

The email content should use persuasive words to guide and add value to your contacts. Additionally, your content must communicate and provide some value from the start with a transparent subject line and include personalized product recommendations. 

It can be sending promotional codes and coupons, setting timely reminders, or sending high-value content to feature value. 

In both cases, it takes too much energy for a customer to understand what your brand does. So, reframing your emails with a simple and clear message can perfectly address the benefits to the customer and make a mark in your marketing strategy.

Most brands only talk about themselves. 

Most businesses position their product or service as the hero, and this echo makes it quite suffocating for any customers. The simple truth in marketing lies with the preferences of your customers. As a brand, you need to understand and listen to your customers and then guide your company to make a difference in their lives. Then you can reveal the magical side of your marketing strategy.


In email marketing, one crucial email marketing strategy mistake can cost you a lot. With email marketing evolving, it is time to update and reframe your email marketing strategy and understand what works for your brand to automate the triggered emails. In this modern e-commerce marketing world, when there is a sneaking suspicion that you could be doing wrong with your email marketing efforts, then it is best recommended to reframe your email marketing strategy and apply those principles into place. 

To help you avoid the pitfalls, we have already outlined the seven most common mistakes done by most businesses. So, it is never too late to rectify them and start embarking on creating the most successful email marketing campaign for your brand.

Author Bio:

Chris Donald is the Director of InboxArmy, a Professional email marketing agency that specializes in providing email marketing services from production to deployment. He has worked directly with Fortune 500 companies, retail giants, nonprofits, SMBs and government bodies in all facets of their email marketing services and email campaign management programs for almost 2 decades. Chris’s success track record covers building email programs at competitive email marketing pricing and using data-driven strategies to turn around under-performing accounts.