15 Common Email Mistakes Pakistani Companies Make That Puzzle Westerners

15 Common Email Mistakes Pakistani Companies Make That Puzzle Westerners

I can’t tell you how many emails I have received over the past decade from Asian (mostly India and Pakistan) software development companies claiming to have the best development staff and the best portfolios. They also promise to deliver on time and under budget 100% of the time. Sounds great, but the sad fact is, 98% of those emails have terrible grammar mistakes and terrible spelling mistakes that make me immediately hit the delete button. If these people can’t even take writing an email seriously, then I can only imagine how bad their software quality must be.

You only get one opportunity to make a fantastic initial impression. So if that initial impression is made by email, it’s much more difficult to impress because you are not standing in front of your prospect. Without assistance from an in-person interaction, you can not build rapport or change your strategy whenever your prospect isn’t receiving your sales pitch.

Therefore it’s critical you write that first email perfectly. You can not control if your email get’s an answer or even gets opened, but the things you can control, you should. Even if you are an expert in your field, it would be difficult to garner credibility if your email communication is riddled with formatting and spelling errors.  

I am going to list 15 of the biggest mistakes people make when sending me sales emails from Pakistan and India.

Common Sales Email Mistakes That You Should Avoid At All Costs

1.) Misspelling Words

Grammarly did an analysis and found that misspelled words were probably the most frequently encountered email mistake people made in 2017.  There really is no excuse for this as most word processors have spell check and show you immediately when you misspell a word. Take care and fix it quickly.

See Related Article: 8 Tips For Marketing Your Pakistani Business To International Audiences

2.) Misusing “your” and “you are”, “its” and “it’s”, “their”, “they’re” and “there”

While they may seem the same, they are quite different. It’s easy to mess this one up, and most people do. If you ask your prospect, “What does you’re calender look like tomorrow?”, they will certainly raise an eyebrow. You’re is actually the same as saying “you are”. So what you said was, “What does you are calendar look like tomorrow?”. The word “your” is appropriate here because “your” is possessive. Anytime you use “you’re” just say in your head “you are” and make sure it fits into the sentence “you are” writing.

Other common words incorrectly used:


Their laws are against discrimination. “Their” signifies that a group of people have laws against discrimination.

There are laws against discrimination. “There” signifies a statement in general that somewhere there are laws.

They’re against discrimination. “They’re” signifies that a group of people are against discrimination.

It’s and Its. This one is easy if you ask yourself the right question when writing it. It’s is short for “it is”, and its is possessive. “It is a good day outside.” You could write this as, “It’s a good day outside.” Its is possessive, which means you can use it like this. “The dog got its leg hurt.”

3.) Repeating Words:

Repeating words was the second most common mistake of 2017.  Which means you unwittingly typed the same word twice. “When can can you meet?” Perhaps not the worst mistake one can make, however, your message will surely look cleaner if you can avoid this simple mistake.

4.) Misspelling Your Prospect’s Title, Name or Business Name

This simple mistake has also happened numerous times to me. The second I see my name misspelled, I hit delete. Again, nothing sets off spam alarms in my head like someone misspelling my name.  I assume the person didn’t do any research on me or my company and they are just firing off blind emails. If I am not worth their time to get my name right, then their email certainly isn’t worth my time. Prospects will think you are cluttered in your job, or flat out do not worry about accuracy. Good luck getting that lead if you don’t take care of this one.

5.) Using Capital Letters When You Shouldn’t

This is a super common problem in the emails I receive on a daily basis from Asian marketers. Their emails contain a lot of words incorrectly capitalized. Please do review the English grammar rules on capitalization here.

6.) Mistyping Your Telephone Number

If you provide a way for your prospect to get in contact with you, then by all means make sure the contact information is correct. Not a lot of contacts will rush to call when they see an email come their way, but what if one of them did try. Imagine their feeling if they get an incorrect number message or worse they reach someone who’s been asleep. Yep, you guessed it, that lead is gone forever. If they realize you didn’t take enough care in providing correct contact information, then what is the rest of your business like? Probably not good. Make sure it is not a waste of their time, should they take the initiative to telephone you.

7.) Messing Up A Meeting Date

Asking your prospect to set a meeting on “Thursday, November 16th” if November 16th is really a Wednesday generates confusion and requires an extra two or three emails to fix the mistake. Be certain that you’re referencing a calendar when you are asking for a meeting.

8.) Not Utilizing Paragraphs

This is not as much of a difficulty, if your email is two paragraphs long. However, when you’re composing a recap of a significant call or an email, be sure that you’re breaking up the text so it is simple for your prospect.

9.) Utilizing Inline Lists

The goal is to always make your prospects job as easy as possible to read your emails. Break lists out into easily scannable bullet point lists. Would you rather see meeting time options listed like this?

“Sunday at 11:00 a.m., Monday at 10:00 a.m., Tuesday at 4:45 p.m.”

Or like this?

Let me know if any of the below times work for you:

  • Sunday at 11:00 a.m.
  • Monday at 10:00 a.m.
  • Tuesday at 4:45 p.m.

I think we would all like to see the dates and times formatted the second way. Follow suit.

10.) Use Bold, Italics and Underline (But Beware)

In a face-to-face dialog, you may use expressions, voice tone, and body language to accentuate points. Nonetheless, it’s more difficult to convey tone via email. Make sure you are using all the editor functions such as bold, italics and underline to make your point so it is more eye catching. Beware, too much of a good thing can go wrong. Don’t go too far and do this with every other word. It will become hard to read and unprofessional.

11.) Adding Too Much

If you have composed a 950 word email, but felt the necessity to only make one announcement that is bold, take a little time to assess whether you should condense your content. If your email is too long, then it is highly likely people will become overwhelmed and just hit delete. Cut as much fluff and non-essential material out of your email as possible and try to ask for a phone conversation to fill in the blanks. I tend to want to over-explain myself in emails, so this one definitely is tricky for me. I always feel like I have so much to share and so many benefits about my business to talk about, but again, your readers need quick, bullet pointed lists so they can easily decide if they want to read the rest of your email. Keep it simple.

12.) Don’t Get Ahead Of Yourself

You need to always remember where you are on the sales funnel with every lead you have. If you are sending out an introductory email, then it is not appropriate to ask your prospect to discuss contract terms. Progress each lead through a predefined sales funnel and only deviate if the situation calls for it. Don’t get pushy and try to skip people down your funnel.

13.) Formatting Nightmares

Have you ever gotten an email where different sections are in different font sizes or font families? This bizarre issue results from copying and pasting blindly. You have to remove formatting first. For goodness sakes, always send your templated sales emails to yourself first to see what the final output looks like. We have particularly run into this issue when using Gmail, so be extra careful there.

14.) Do NOT Be Obscure

If your prospect must work hard to realize what you’re saying, then your email effort is a waste. Do what you can to be particular and to the point. Your prospects see tons of emails everyday, if they have to spend one second longer than they should to try and figure out what you are trying to sell, then your chances of success decrease drastically.

15.) Broken Links (Unbelievable)!

You wouldn’t believe how many emails I get from companies that have broken links to their portfolio files. Adding a link or two on your sales emails is excellent if it is applicable. Links to your portfolio, links to download sales material, links to your website is pretty common place. Ensure that all of your links actually go where you intend them to go. If a link doesn’t work in an email, I delete! Again, take care of everything you do, if you don’t show me you care enough to make sure your links work, then your business is probably full of carelessness too.


Well there you have it, I hope this list of common email mistakes helps you look brilliant in front of future prospects. Remember one thing, if you don’t put in the necessary work to ensure your emails are well written, well scripted, free of mistakes, then you will waste a lot of time, money and energy. Give yourself the BEST possible chance!

See Related Article: 15 Common Email Mistakes Pakistani Companies Make That Puzzle Westerners

Stop Doing These Habits If You Want To Be Successful

About me

authorGoPakistan is the brainchild of American Randall Agee. Randall Agee has worked side by side with Pakistanis for ten years and has had many successful experiences. His goal is to share those experiences with other Pakistanis so we can build a strong Pakistan.

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