The biggest mistake ecommerce founders
Kazeem Sodunke
The biggest mistake ecommerce founders keep repeating, and it’s quietly killing revenue.
They try to say everything in one email.
They add:
More products.
More sections.
More copy.
More links.
It feels like adding value… but it usually adds friction.
Customers don’t need more information.
They need clear direction.
Here’s what happens when emails try to do too much
• The main message gets lost
• The CTA becomes unclear
• Decision-making becomes harder for customers
• Click-through drops even when opens look good
What they don't understand is -
An email shouldn’t feel like a mini website.
It should feel like a guided next step.
One email = one job.
Whether it’s:
driving a purchase
showing them social proofs
educating a new subscriber
moving someone closer to their next order
Clarity beats completeness every time.
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Posted Feb 23, 2026
The biggest mistake ecommerce founders keep repeating, and it’s quietly killing revenue. They try to say everything in one email. They add: More products. Mo...
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