Email Marketing for Content Creators: 5 Mistakes Killing Your Open Rates (And How to Fix Them)

Episode 522

Email marketing remains one of the most powerful tools in a content creator’s arsenal, yet so many podcasters and YouTubers continue to make critical mistakes that sabotage their results. After years of helping creators leverage their content to grow email lists, I’ve identified five fundamental mistakes that can single-handedly destroy your open rates and severely limit your impact.

Mistake #1: Email Marketing for Content Creators Without Clear Goals

Why every content creator needs a strategic foundation before building their list

The first mistake is arguably the most foundational: creating an email strategy without clear goals. It’s surprising how many creators jump into email marketing simply because they’ve heard it’s important, without first determining what they want to achieve. Before you write a single email, ask yourself: Why am I building this list? Is it to secure sponsorships? Launch a book? Sell products? Create a membership? For my own business, I prioritize maintaining a consistent weekly connection with my audience every Friday morning. This regular touchpoint ensures I’m not dependent on social media algorithms to reach my community. Your goal might be different, but without clarity on your purpose, you’ll struggle with what to write, when to send, and how to measure success.

Mistake #2: Treating Subject Lines as an Afterthought

How to write compelling subject lines that boost open rates by 40%

Subject lines represent the second major pitfall. Many creators treat subject lines as an afterthought, when in reality, they’re the single most important factor determining whether your carefully crafted email gets opened or ignored. Look at your own inbox – which emails do you instinctively open, and which do you automatically delete? Compelling subject lines create curiosity and promise value. Recently, I used the subject line “Damn, that was good” with a trophy emoji, which immediately piqued interest about what I was referring to. Rather than settling for the first subject line that comes to mind, I recommend generating 5-10 options, perhaps with AI assistance, then sending yourself test emails to see which feels most compelling from the recipient’s perspective. Your subject line deserves as much attention as the email content itself – perhaps even more.

Mistake #3: Writing Like a Robot (The AI Content Trap)

Why authentic voice beats AI-generated emails every time

The third mistake is writing like a robot – often by over-relying on AI to generate your emails. While tools like ChatGPT and Claude can be helpful for refining content or generating ideas, completely outsourcing your voice to AI tools creates generic, soulless messages that fail to connect. Your emails should sound like you’re writing to a friend, not addressing thousands of faceless subscribers. I’ve found that physically handwriting my emails first creates a more personal, pen-pal mindset that translates into more authentic communication. This approach ensures I’m thinking of the individual reader rather than broadcasting to my entire list. Your unique voice and perspective are what make your emails worth opening – don’t dilute that with AI-generated content that sounds like everyone else.

Mistake #4: Forgetting the Call to Action

How to guide readers to take meaningful next steps

The fourth critical mistake is failing to include a clear call to action. Every email should direct readers toward a specific next step, whether that’s replying to your message, checking out your latest podcast episode, following you on social media, or purchasing a product. The action doesn’t always need to be sales-focused – sometimes simply encouraging engagement through a reply is valuable. In my weekly emails, I always include a “New Resources This Week” section that naturally leads to content recommendations. Remember that without direction, your readers are likely to read your email and move on without taking any meaningful action that deepens their relationship with your content or business.

Mistake #5: Ignoring Email Performance Data

Essential metrics every content creator should track

Finally, the fifth mistake is neglecting to track and test your email performance. Without data, you’re essentially shooting in the dark. Understanding your baseline metrics – open rates, click rates, conversion rates – allows you to make informed decisions about what’s working and what isn’t. For example, I’ve discovered through consistent testing that sending at the same time every Friday maintains my open rates, while irregular sending times cause fluctuations. A/B testing subject lines has also been invaluable for improving performance over time. You don’t need to obsess over metrics when you’re just starting out, but developing the habit of analyzing your results will make you a more effective email marketer as your list grows.

If you’re struggling with the idea of email marketing for content creators, we want to hear from you! Connect with us on our YouTube channel here.

Related Content:

Email List Building: 3 Reasons Your Podcast Needs an Email List

My Secret to Growing an Email List – 100% Organic!

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