Hey it’s Edoardo from ElediaMails,
After working with dozens of e-commerce brands and auditing hundreds of accounts, I see the same mistakes popping up over and over again.
These mistakes don’t just hurt your opens or clicks… they kill your revenue and make your brand forgettable in the inbox.
Let’s fix that 👇
❌ Mistake #1: Using Generic Templates That Ignore Your Brand
Your emails shouldn’t feel like a copy-paste job from Klaviyo’s template section.
If your audience can't immediately recognize your brand personality in your emails, you’re training them to ignore you.
Fix this:
✅ Use brand fonts, colors, and unique layouts.
✅ Show your products in action, tell your brand story, and make every email feel like your brand’s personal showroom.
❌ Mistake #2: Blasting the Whole List… Once a Week
Sending one newsletter to your entire list and calling it a day? Big mistake.
Different segments need different messages (first-time buyers vs VIPs).
Low frequency means low mindshare — your competitors are showing up more often.
Fix this:
✅ Segment your list (even basic 30/60/90 day engagement works).
✅ 3-4 sends per week is the sweet spot for most brands.
✅ Mix content + offers to stay top-of-mind without being spammy.
❌ Mistake #3: Writing Novels Instead of Selling
Nobody has time to read a 300-word story about your founder’s dog before they see the offer.
Too much copy = people bounce.
Fix this:
✅ Focus on one clear offer per email.
✅ Use short sentences, big headlines, and clear CTAs.
✅ Keep it scroll-friendly — email is skimmed, not studied.
❌ Mistake #4: Only Sending Discounts… and Nothing Else
If the only thing your subscribers ever hear from you is “Here’s 10% off”… don’t be shocked when they stop caring.
Fix this:
✅ Mix in educational, entertaining, and brand-building content.
✅ Behind-the-scenes, product benefits, customer stories, and founder notes should all be part of your strategy.
✅ Nurture → Sell → Nurture → Sell = long-term customer retention.
❌ Mistake #5: Copy-Pasting Flows From YouTube and Forgetting Them
Too many brands set up flows once (from some random video) and never touch them again.
They’re outdated.
They don’t reflect your actual product strategy.
They leave a ton of money on the table.
Fix this:
✅ Audit your flows every 2-3 months.
✅ Look at conversion rates and drop-offs.
✅ Start with Welcome, Abandonment, Post-Purchase, and Winbacks — refine from there.
🚀 Final Word
Most brands leave thousands in revenue on the table because of these five mistakes.
The fix?
Build emails around your brand.
Send more often to better segments.
Keep it simple and punchy.
Nurture your list, don’t just sell.
Treat flows like live revenue drivers, not set-and-forget automations.
Until next time!
Edoardo
P.S. If you’re an e-commerce brand looking to scale to 7-figures and above we’re offering you a FREE audit where we’ll go through your Klaviyo account to see if there’s any room for improvement.
If you’re interested, then simply click here.