7 Common Pitfalls to Avoid in Email Execution
As digital marketing evolves and consumer expectations rise, brands are challenged to deliver faster, smarter, and more personalized experiences.
That means rethinking your email marketing tech stack—not just as a group of tools, but as a connected ecosystem that powers your entire marketing strategy.
Whether you’re focusing on lead generation, customer engagement, or improving open rates, modernizing your stack is critical to success.
The Marketing Tech Stack
The “Marketing Tech Stack” is a frequently coined term that is familiar to many but bears definition to establish clarity and common ground.
The set of platforms and systems that support your marketing efforts—from data collection and lead nurturing to campaign automation and cross-channel execution – compose the marketing technology stack.
Ideally, your composition of technology exhibits these characteristics:
- Customer-centric by design
- Connected across tools and teams
- Agile and responsive to change
With the right architecture in mind, we recommend that you follow 5 steps to ensure your “tech stack” is created with durability and longevity in mind to support your objectives.
1. Start with Smart Data Sources
2. Build a Clean Data Brain (your CDP)
3. Add context with CRM
- Power campaigns with a Smart ESP
- Optimize with AI & Predictive Tools
- Deliver across customer experience channels
- Lock in tight integration
Disconnected tools can hold teams back. If you want to create seamless, personalized experiences and scale your email marketing strategy, it’s time to rethink your approach to your Marketing Tech Stack and modernize where needed.
Whether you’re rethinking your ESP, adding AI, or upgrading your CRM—your marketing automation strategy will benefit from establishing a strong foundation as I’ve outlined here.
7 Steps to Great Email Execution
With your foundation in place, you can move on to rethink your approach to Email execution. Even in today’s digital centric world (meanings apps, notifications and social), Email remains one of the most powerful marketing channels available to your brand.
Email is cost-effective, measurable, and, when executed well, incredibly effective at engaging audiences and driving revenue. But here’s the catch: many email marketing campaigns fall when key execution details are overlooked.
Email is a key tool to move customers through a well-planned customer journey, and there are common pitfalls to avoid them so your products and services reach the right audience at the right time and drive real results across the full customer lifecycle.
Here’s a solid checklist that Baesman has used over the years to ensure high-quality execution of Email campaigns:
- Don’t Skip Quality Assurance
- Pay attention to List Hygiene
- Never Overlook the Power of Timing
- Sharpen your Subject Lines
- Deliver on Personalization and Relevance
- Remember the Mobile Experience
- Analyze, Measure, Iterate
Strong email marketing isn’t just about bold design or catchy copy; it’s about disciplined, consistent execution. From QA to segmentation, personalization to performance analysis, every element plays a role in success.
Done right, email marketing can drive deeper engagement, foster greater brand loyalty, and lead to real business growth.
About Baesman
Baesman is an independent, tech-agnostic, loyalty and CRM strategy firm helping brands connect the dots between platforms, channels, and data sources to achieve their objectives. To learn more visit baesman.com.