How to Avoid Common Email Template Mistakes

Even small mistakes in your email templates can quietly wreck your campaigns. A broken link, an image that won’t load, or a layout that looks messy on mobile can turn readers away. Many of these issues come from subtle template errors that go unnoticed until it’s too late.

In this guide, we’ll show you how to catch and fix these common mistakes and use Mailmodo tool to make sure every email you send looks flawless and performs at its best.

How to avoid the common email template mistakes

Here are some of the most common email template mistakes that quietly reduce engagement, along with actionable tips to fix them:

Mistake #1: Sounding like a robot

Since generative AI tools entered the market, creating content has become faster and easier. But this convenience has a side effect: many emails end up sounding more or less the same. Overly generic phrasing makes your message feel impersonal, like it could have been sent to anyone, which makes readers less likely to respond.

You can still use AI to speed up the process like try letting it draft the first version of your email. Then, tweak it to add your own voice, natural phrasing, and small personal touches. Focus on conversational language, contractions, varied sentence lengths, and simple words. Reading it out loud can help you spot anything that feels robotic or forced

Mistake #2: Broken personalization tags

Personalization can make emails feel relevant and tailored, but it can backfire if it isn’t properly set. For example, a template that says “Hi {{FirstName}}, I loved your work at {{Company}}” will immediately feel wrong if the company name is missing or incorrect.

To prevent this:

• Ensure each tag is correctly linked to the appropriate data field in your contact list. Preview how it renders for multiple contacts and send test emails to confirm values appear correctly.

• Add fallback text for every field, such as “Hi there,” to avoid blanks or errors when data is missing.

• Avoid fake or irrelevant personalization that doesn’t genuinely add value to the reader.

Mistake #3: Overloading emails with too much information

Emails can lose impact when they try to cover multiple points, include too many links, or cram in excessive details. When readers are overwhelmed, they struggle to understand the main message, which lowers engagement and reduces the chances of them taking the desired action.

To fix this focus on a single primary goal for each email. Decide what action you want the reader to take before you start writing. Also cut any content that doesn’t add value or support the main purpose. If it takes longer than 30 seconds to scan, it’s likely too long.

Mistake #4: Vague or buried calls to action

Emails often fail when the reader isn’t sure what to do next. Generic phrases like “Let me know your thoughts” or “Looking forward to hearing from you” leave readers guessing, which reduces responses and slows engagement.

To fix this:

• Make your call to action specific and actionable. For example, ask for a clear response, date, or confirmation.

• Place the call to action prominently in the email so it doesn’t get lost in the body text.

• Use AI to draft potential calls to action, then tweak them to sound natural, concise, and personalized for your audience.

Mistake #5: Forgetting to add context in follow-ups

Your readers’ inboxes are overloaded, and assuming they remember the context of your previous email can make your message confusing or meaningless.

To fix this, first, briefly restate who you are and why you’re reaching out, even in follow-ups. A simple sentence like “Just checking in on my previous message about [topic]” or “Following up on our earlier conversation about [project]” helps readers immediately place your email.

Mistake #6: Not updating templates over time

Sending old templates without reviewing them can make emails feel irrelevant, reduce engagement, and even harm your credibility.

To fix this, schedule regular reviews of your templates, ideally every few months. Check for broken links, outdated references that no longer align with your brand or messaging.

Next, update phrasing and structure based on real responses and engagement data. Pay attention to which emails get replies, clicks, or conversions, and tweak your templates accordingly.

The smart way of avoiding email template mistakes

Mailmodo’s Template Suggestions tool is a built-in QA assistant that helps you with your email campaigns. Here is how you can access this feature

1. Build your email in the Mailmodo Editor.

2. Click the bulb icon to run Template Suggestions. It organizes its findings into three categories:

• Errors: These are the must-fix issues that can actually break your email or make it stop working properly.

• Warnings: These aren’t high-priority issues, but they can make your email look off or behave strangely across different clients.

• Improvements: These are handy tips to make your emails more engaging and accessible.

3. Click on each suggestion to jump directly to the problem area and fix it.

4. Hit Refresh to re-scan and confirm all issues are resolved.

Conclusion

An email that technically “works” isn’t the same as one that drives results. Broken links, clipped content, or poor readability quietly erode trust and engagement.

With Mailmodo’s Template Suggestions tool, you get peace of mind knowing every email is fully optimized before it reaches your audience.