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5 Les e-mails que vous devez éviter (And What to Do Instead)

20 min read

Plus de la moitié des petites entreprises considèrent le courrier électronique comme la solution la plus efficace common marketing tool for a reason. Email is a cheap and easy way to send discounts, offres, and company news.

Cependant, as with anything marketing related, you need to know how to use email to get the best results… And avoid worst practices.

Learn from the mistakes of others when it comes to email marketing. Check out some of the most common email fails below, as well as the actionable solutions you can make for each kind.

Email Fail 1: Unfriendly Email Experience

Avez-vous déjà ouvert un e-mail et vous êtes senti dépassé par son apparence? Maybe the colors are too bright or graphics too flashy. Unseemly aesthetics and confusing layouts can discourage anyone from reading an email.

Mais ce n'est pas tout! An email can be unreadable because of how the content is written or presented. It is important to make an email readable and easily digestible.

Les erreurs courantes de messagerie incluent:

  • Des phrases trop longues ou compliquées.
  • Mauvaise utilisation de la couleur. Par exemple, white text on a bright yellow background will be hard to read.
  • Illustrations that don’t match the email content.
  • Utiliser une police trop petite ou surdimensionnée.
  • Pas bolding, en italique, or underlining content you really want your viewers to know.

If readers can’t understand your emails, they won’t interact with them. A lack of engagement will ruin all the hard work you’ve done for your campaign.


Guidez votre utilisateur en douceur dans votre message électronique. Soyez simple. Write simply, as if you are talking to the recipient in real life. Aussi, make sure your color palette is eye-catching and makes your text easy to read.

Example of a loyal customer appreciation email with a good user experience

Lors de l'exécution d'une campagne e-mail réussie, it’s important to highlight the purpose of the email. The purpose should be both pragmatic and emotional.

When an email offers pragmatic solutions, it addresses a customer’s desire to solve their problem most efficiently, généralement en termes d'argent, le temps, and/or effort. Par exemple, a successful advertising email shows how your products will solve customers’ problems. The pragmatic part of an email appeals to a recipient’s pragmatism.

When highlighting emotional values in an email, you want to suggest that your product or service will fulfill a customer’s emotional needs. Souvent, people’s emotional needs center around self-identity and fulfillment. To most effectively trigger an emotional response, you first need to choose the mood you want to go for. The mood should match your brand’s overall vibe and how it affects your intended audience.

Graphical and written elements can help spark an emotional response, whether you want it to be outgoing, espiègle, or empowered. Color is key to provoking specific emotions. Par exemple, using blue, purple, and green as a color palette will make readers feel calm and harmonious. Perfect for wellness brands!

Want to learn more about how color affects your revenue? Lisez notre article sur la théorie de la couleur.

Use available text tools to grab attention. Diviser le texte en morceaux, ajouter un espace blanc, utiliser le style pour afficher la hiérarchie (taille de la police, poids, couleur, position), visuals to highlight the most important parts, et inclure un CTA clair. Vous pouvez utiliser l' Hemingway App to see if your email is readable and not bogged down with wordiness.

Jusqu'à 60% of emails are opened on mobile. En tant que tel, it’s important to test your email across multiple devices and make sure it is mobile-friendly. A bad mobile experience for your audience can cause your campaign to be unsuccessful.

Si vous vendez en ligne avec Ecwid par Lightspeed, you can use multiple built-in email marketing tools, comme customer order notifications et e-mails marketing automatisés. We take care of email design and copy so you won’t have to worry about it. The emails your customers receive are sleek, facile à lire, and mobile-friendly.

An example of an abandoned cart email you can send with Ecwid

Email Fail 2: Sloppiness

Email typos and mistakes are very common, despite easy access to the Internet and spell-check. There are a couple of ways that sloppiness can come across in an email, both of which can be avoided easily.

Grammatical errors

Imaginez rencontrer quelqu'un qui se présente comme un expert. Pendant que tu parles, you notice that they keep making simple grammatical errors. Peu importe le secteur d'activité représenté par cet expert. What matters is that this person claims to have authority in their field. It is difficult to believe their expertise if they do not speak like an expert, aka grammatically correct. La même logique s'applique à vous et à vos campagnes email.

S'il y a une orthographe ou grammatical mistakes in an email, it is difficult to read. Même une petite erreur peut sérieusement dégrader l'efficacité de votre message. Quoi de plus, it can affect your brand’s overall image negatively.

Prendre la Solitaire’s cas, par exemple. Une fois, they sent out an email campaign announcing the game of the day. Cependant, their open rate (aka the percentage of people who open an email sent to their inbox) était extrêmement bas. Ainsi,, they investigated what the problem could be. Heureusement, they quickly found the problem—they had misspelled a word in the email’s subject line. Ils ont corrigé l'erreur et ont vu le taux d'ouverture augmenter de 12%.

Les erreurs montrent à votre public cible que vous n'avez pas accordé suffisamment d'attention aux détails. Cela peut ne pas être vrai dans tous les cas, but sloppiness means a lot to a potential customer who expects excellence in the products and services they buy.


Sloppiness can be avoided by proofreading before pressing the send button. Recherchez les mots dont vous n'êtes pas sûr. Assurez-vous que vous les avez utilisés correctement et dans le bon contexte. Vous pouvez utiliser des outils comme TrustMyPaper, ÉcritureJudge, Quillbot, ou gramaticalmente pour aider à l'édition.

Tableau de bord grammatical. You can remove grammatical mistakes and enhance the clarity of your content

Broken Elements

Another problem that arises in email campaigns is the accidental use of broken elements. While the content can be outstanding and attract customers, if the links you’ve included are incorrect or broken, le contenu ne sera pas efficace. When a bad link takes recipients to the wrong landing page or shows them an error, they’ll be unlikely to click on other links. This reduces traffic to your store.

A similar problem is adding inactive discount codes to an email. Si cela se produit, votre service client devra traiter de nombreux courriels de réclamation.

Worst case scenario, you’ll lose customers because of it, which is something to avoid at all costs!


Broken elements should be a high priority to fix. They directly impact the campaign’s effectiveness. Make sure you’ve thoroughly tested all links and discount codes before you press send to avoid these pitfalls. Most platforms also allow you to send a test email. Send test emails to yourself and colleagues so you can all make sure the email, liens, and codes work. And if you don’t catch some, fix them as soon as you can.

If you make a mistake, it’s in your best interest to admit it by sending out an apology message. Excusez-vous pour la confusion. Give recipients something to make up for the inconvenience it may have caused. Selon le type de destinataire, cela pourrait être un ebook gratuit, un rabais, une carte cadeau, ou un service supplémentaire.

Exemple d'e-mail d'excuses pour les clients (Source)

You can always have a pre-drafted “Oops” message on hand with an email template or ready-made responses in your logiciel de billetterie. Si vous avez accès à un outil d'automatisation, vous pouvez créer une campagne d'excuses dédiée et envoyer des messages de cette façon.

Vous pouvez intégrer votre Boutique Ecwid avec Mailchimp et utilisez les données client collectées pour envoyer le meilleur cadeau d'excuses en fonction de leurs préférences. Compensez votre public pour les inconvénients, making viewers trust your brand more and driving traffic to your site.

Aussi, if you sell online with Ecwid by Lightspeed, vous pouvez add discount coupons to your automated marketing emails. If you send a coupon with limitations, par exemple, it will only work for buying a particular product. Ecwid will remind you what kind of coupon you are sending. De cette façon, you can be sure that you don’t send the wrong discount coupon to your customers.

Adding a discount coupon to marketing emails is a breeze with Ecwid

Email Fail 3: Too Many Goals

Pour chaque dollar que vous dépensez en marketing par e-mail, vous pouvez vous attendre à un rendement moyen de $51… But only if the campaign is well-organized.

In a campaign, you can set up separate emails meant to accomplish different goals. We recommend sending separate emails for different goals to keep your messaging clear and direct. Problems arise when you want to try to use a single email to achieve your marketing goals.

When you put too many messages in an email, the email will come off as unclear and disorienting. Your recipients will have trouble understanding what you are trying to tell them. Rappelez-vous, many people will open your email on their cell phones when they’re on the go or easily distracted. A vague or crowded email message can cause a significant drop in your campaign’s performance.

Imagine sending an email during one of your campaigns. You give the customer a product discount and access to a free ebook. En outre, you ask the customer to join your exclusive webinar, consultez les dernières nouvelles de la marque, and answer a question about their shopping experience with your brand. Wow, que’s beaucoup!

The email is full of good intentions meant to satisfy your customers. Mais parfois, le vieil adage est vraiment vrai: moins est plus.


Avant de commencer à écrire, consider how to keep your messages consistent, spécifique, et facile à comprendre.

Vos destinataires sont à different stages of their customer journey. You should consider the stages of a customer’s journey when planning your email campaign. Selon la façon dont vos destinataires vous connaissent et vos stratégies marketing, different kinds of emails will appeal to them at different stages and convince them to take action.

Pensez à ce que vous voulez dire dans le message. Is it supposed to be a sales email or one that builds trust? Cartographiez le parcours client, commercialiser à vos destinataires, et créez du contenu personnalisé.

Ecwid sellers can send e-mails marketing automatisés that reach customers at the right point of their customer journey. Par exemple, Ecwid will send an email to inactive customers who haven’t purchased anything in over a year. Ou, it will automatically send an email that reminds customers of the products they added to their favorites. Avec Ecwid, emails reach the right person at the right time, engaging shoppers and growing sales.

Favorite Products Reminder email Ecwid sends automatically to customers two days after they added a product to Favorites

Email Fail 4: Segmentation and Personalization Fails

Sending emails to a specific group of recipients you’ve identified through segmentation sounds like a great idea, droit? Malheureusement, la segmentation de l'audience peut mal tourner. It can backfire when you create segments that are inconsistent with your business objectives, based on outdated data, and/or come from your personal feelings.

L'un des principaux effets négatifs de l'échec de la segmentation est une personnalisation inadéquate. It’s not just about sending an email greeting the wrong recipient (bien évidemment, ne fais pas ça).

Poor personalization is when an email doesn’t contain information that interests a particular recipient. Par exemple: imaginez que vous avez une animalerie et que vous avez organisé une campagne de vente lors de la Journée mondiale des animaux. Le plan est d'envoyer un e-mail à vos clients et de leur donner une réduction sur la nourriture pour animaux de compagnie. Cependant, due to poorly organized or obsolete data, you send a coupon for cat food to a dog owner.

This example illustrates how you can lose sales due to improper segmentation. While it could be just a single error, it could show that your customer list has serious problems with data consistency.


Développez votre liste de clients potentiels avec des formulaires d'inscription créatifs. Une fois que le destinataire les remplit, the real challenge—segmentation—begins. Segmentation is definitely worth it, si. Les professionnels qui ont utilisé des campagnes segmentées ont enregistré un 760% augmentation des revenus.

Exemple de critères de segmentation client pour un meilleur email marketing

Identifiez tous les segments principaux et secondaires de votre public cible. Organisez vos destinataires en plus petits, groupes plus ciblés. Decide what customer data you need to prepare for your email campaigns.

Perform an in-depth analysis based on customers’ purchasing history. Highlight key segments, comme:

  • Nouveau
  • Prometteur
  • Fidèle
  • Dangling / Indécis
  • Inactif

Work out different solutions for your email campaign depending on the group. Offrez aux nouveaux clients une réduction sur leur prochain achat. Ask loyal customers to complete a satisfaction survey to access early bird deals. Send a special offer to undecided or inactive customers to motivate them to buy products they viewed the last time they visited your site.

Ecwid sellers can use powerful built-in tools for sending personalized emails. Vous pouvez configurer marketing emails to be sent automatically after a customer completes a certain action. Par exemple, if they add a product to their cart but don’t buy it, or they haven’t made a purchase in six months after their last order. Automated emails help bring back customers who are slipping away without you having to keep track!

Purchase Anniversary email reminds customers of your store and encourages them to buy from you again

Vous pouvez également connectez votre boutique Ecwid à Mailchimp for deeper audience segmentation. It makes cross-selling ou upselling beaucoup plus facile. Par exemple, you can send an email about a special offer on new sunscreen to customers who bought skincare products in the past.

By connecting your Ecwid store to Mailchimp, you can also recommend products directly from the product catalog. Your customers can see products directly in their email and be able to buy it right away.

Once you sync your Ecwid store with Mailchimp, you can insert products into your emails. This lets customers purchase them with just a few clicks

Séparez votre liste de diffusion en sous-catégories. Send messages that carry value to specific groups of recipients. Pensez aux informations et aux offres qui leur seront les plus utiles, then give them something tailored to their interests or needs. La règle est simple: the more your emails are personalized and relevant, the more likely your recipient will stay subscribed, ouvrez vos e-mails, et visitez votre site pour faire des achats.

Email Fail 5: Failure to Align with Brand Image

You want to make sure your marketing campaigns look like they come from you. This is especially evident during the holiday season. Every holiday has its own special set of traditions. When Valentine’s Day approaches, you’ll see heart-shaped lollipops in store windows. Or as soon as October 1st hits, stores flood with Halloween decorations and pumpkin spice appears everywhere

Pendant les vacances, companies want to incorporate festivity for the sake of their bottom line. Businesses will often make changes in their communication style, trying to fill every channel with holiday elements or events to show that they have the holiday spirit. This phenomenon is especially true with email campaigns.

Sometimes companies don’t know how to align their holiday mood with their brand values. Le plus souvent, ils finissent par utiliser des modèles prêts à l'emploi. They go for overused copies available online and use holiday graphics that don’t match their image at all. Pour les clients, cela peut se passer comme, au mieux, oubliable. Au pire, carrément paresseux.


Vos messages doivent toujours avoir l'air de provenir de vous, vacances ou pas. C’est amusant de célébrer et de montrer votre engagement, mais il n’est pas nécessaire d’aller trop loin au détriment du temps et de l’énergie qu’il vaut mieux dépenser ailleurs. Lorsque vous ajoutez des touches festives à votre communication, always work according to your brand values.

If you’re having trouble coming up with something creative for a holiday-themed promotional email, découvrez quelques Conseils Pinterest pour l'inspiration. Try to create something beautiful and unique that uses your logo, couleurs de la marque, and other elements specific to your business.

You can find inspirations for your graphics projects from Pinterest boards


Heureusement, customers will often forgive and forget minor email slip-ups. Cependant, as the proverb says, une once de prévention vaut une livre de cure.

Make a list of mistakes you often make and include their solutions in your email campaign procedures as you move forward. Restez avec eux pour que lors de la prochaine campagne email, you’ll be prepared to prevent slip ups before they even happen. With set procedures, you can be assured that when you click “send,” your email will be mistake-proof and give your customers only the most positive of feelings.


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A propos de l'auteur

Weronika is a content marketer at HelpDesk. She has a deep passion for telling stories to educate and engage her audience. In her free time, she goes mountain hiking, cooks desserts, and reads books related to guerrilla marketing, l'image de marque, or sociology.

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