The 7 most common mistakes in email marketing

In this blog we have given you many tips to improve your email marketing, but they will be useless if you continue to make common mistakes like the ones we review in this post.
Ignoring the law
It seems basic, but privacy and personal data processing laws may change and we must be alert to these changes in order to apply them in our communications. In addition, it is more frequent than it should be, the incorrect management of unsubscribes or the omission of contact channels with the senders of the message.
Lack of analysis
Without a thorough analysis, you can start to get timid results with email marketing. These results sometimes cause us to become complacent and we miss the opportunity to achieve much greater benefits. Analysis requires effort and dedication of time and resources, but an analysis of relevant factors can lead to key conclusions for your strategy.
3. Too much information in a single message
It seems that every email is going to be the last and many brands insist on including too much information. Let's be patient, let's send a clear and concise message.
4. Too many CTAs
In addition to being concise with the information we include in the email, we must focus the user's attention, do not expect too many actions from them and do not confuse them with different calls to action.

5. Image over deliverability
We are often faced with the difficult dilemma of choosing between branding and deliverability criteria. This happens when we use brand-specific fonts, gradients and other visual elements that we cannot translate into HTML/CSS due to lack of support in different email clients. The solution then is to use images instead of text, but the preponderance of the image in the message content can lead to deliverability problems. In addition to the fact that many users open the email without downloading the images, and using a text layout as much as possible favours the usability of this image-free version of the email. Therefore, we must seek balance in the design to enable the layout of the texts without losing the visual line of the brand. This sometimes means dispensing with gradients, using system fonts...
6. Addresses No reply
Despite the negative results in terms of image and user engagement, the use of "noreply" addresses as sender and reply to addresses in emails is widespread. Let's try to avoid it, let's enable user interaction and let's remember that we are legally obliged to include a valid contact address in the email content. Here is an article in which we develop this issue:
Noreply: a widespread practice that is not conducive to engagement
7. Blindly relying on other people's data
Having studies and benchmarks is very positive and serves as a useful reference, but let's not forget to contrast the data from these studies with the behaviour of our own database. There is no more valuable information than the real data of our own audience and their response to our actions.
Would you add any other errors that you frequently observe in the emails sent to you by brands?