What’s inside:

Common email-marketing rookie mistakes, including:

  • Not having permission
  • Assuming people want to hear from you
  • Sending to a stale list
  • Confusing transactional emails with email marketing
  • Not knowing your audience
  • Ignoring your campaign reports

Since 2001, MailChimp has been helping people of all experience levels—from email marketing rookies to seasoned veterans—create, send, and track email newsletters. In this guide, we’ll outline some of the most common mistakes that new email marketers make, and give you tips on how to avoid making those same mistakes as you’re getting started.


Did everyone on your list specifically give you permission to email them? If not, and you’ve added them to your list because you assume they want to hear from you, then you are sending spam. This is true even if you “spent lots of time assembling that list of prospects,” “spent lots of money for this opt-in list,” or the list is made up of “people in your industry who have certainly heard of you.”