Email marketing can be subjected to numerous myths. Let’s debunk some of the most common superstitions related to email marketing.
We live in a world where digital marketing reigns supreme. According to statistics, more than 294 billion emails are sent out every day across the globe. 99% of consumers check their email everyday and over 50% in the US alone, does that 10 times a day. That said, email marketing is an essential part of businesses today.
The most popular myths about e-mail marketing
Due to its popularity, email marketing can be subjected to various myths and exaggerations that can cause some confusion or even unwillingness in usage. So, let’s clear some fog and debunk some of the most common myths related to email marketing.
The more emails you send, the more you annoy your customers
Studies have found that email frequency is one of the most evident reasons why people unsubscribe to emails. While it is annoying to have your email inbox flooded with unnecessary emails, it does not set the bar for the number of acceptable emails.
The keyword here is 'unnecessary.' If your email content is relevant, you can guarantee your subscribers count will not go down. However, if you choose to spam your readers with irrelevant details that do not concern them, expect some significant losses.
For instance, you decide to sign up for a newsletter of a clothing band you really like. Soon afterward, you find yourself receiving regular emails about new arrivals, promotional offers, and sales (who doesn't love sales?). Incentive-based email content always attracts consumers.
On the other hand, if you find yourself receiving emails about details that do not concern you, such as production costs, random ads, and whatnot, you will hit unsubscribe faster than you can say 'debunk.' The trick is to give the people what they want.
Do not send the same email twice
Resending the same email again is an excellent way of amplifying your email response. According to Neil Patel, 75% of your marketing campaign's target does not read your email. Only a mere 25% read it and respond accordingly. Why this happens results from a multitude of reasons. Emails often find themselves in the spam/junk folder, returned, accidentally or intentionally deleted, and sometimes, people just do not have time to read them.
Resending the same email is not a crime because sometimes it is necessary. Instead of creating a new email with new content to communicate the same message, it is advisable to send the same email again. However, this time, the customer database should be limited only to those who did not open the email for the first time. You can also choose a different email marketing template and use the same copy.
When resending emails, however, it is crucial to have a few tips in mind. Only resend the most important emails, change the subject line and wait at least three days before you hit send the second time.
Avoid spam keywords in the email’s subject line
In the initial days of email marketing, unsolicited emails became increasingly common, which led to providers developing strict spam filters. The purpose of these filters was to forward certain emails directly to customers' spam folder. Using keywords such as SAVE, DISCOUNT, FREE, etcetera, in caps was the email's subject line is the easiest way for your emails to land in such a place.
Times have changed now, as spam filters have become much better at identifying spam. Now, emails find their way to customers' inbox despite the use of spam keywords, based on criteria like reputation and authenticity.
There is no reason to avoid spam keywords now as long as you keep your content solid. If you are concerned about how to go about it, its best to consult a digital marketing agency like SEtalks for assistance.
Tuesday is the best day for emails
Unfortunately, there is no perfect day to send an email. This email marketing myth was created based on overall studies but it’s best not to follow them heart to heart. Every business is different and caters to a different market. It is essential to know the turnover rates depending on the day of the week and the nature of your business. Some businesses do well on weekdays, others on weekends and it’s your responsibility to find what works best for you.
Statistically speaking it’s best to send emails during weekdays than weekends, as most people tend to check their inbox before or after work.
Losing subscriptions is a pressing matter
Losing subscribers does seem like something you should be worried about. On the bright side, however, it does help reduce your database and saves you the hassle of doing it yourself. It also leaves crème de la crème your customers - the ones that actually want to see your content.
Effective email marketing stems from email database quality as it is the most significant barrier for a staggering 55% of marketers. If your unsubscription rate is less than 1%, you shouldn’t worry about it much.
Losing subscriptions, in reality, simplifies your system and enhances the quality of your email database.
Short subject lines promise better results
Short subject lines are catchy; there is no denying the fact. According to studies, however, subject lines with more than 25 characters are more likely to attract readers than subject lines with lesser words.
Additionally, the subject line alone does not matter when it comes to readability. The sender’s credibility also comes into play. As long as your subject line is attractive, it does not matter whether it is long or short.
Open rate is the only figure that matters
We think that if no one is opening your email, it is pointless. For a long time, the majority has been using the open rate as the primary metric to assess a campaign’s success.
While open rates are important, they do not tell the whole story, because certain filters limit the open rate. Instead of monitoring open rates to assess email success, it’s better to track the generated leads and conversion rates per email.
Email marketing is going extinct
Email marketing is not dead. It is the most trusted form of communication in a staggering majority of consumers. Studies reveal that email marketing lies ahead of search engine marketing and display advertising. Its high return on investment is why email marketing continues to thrive and why almost 77% of marketers are investing more in email marketing efforts to send personalized content to their subscribers.
Final thoughts on the email marketing myths
Understanding email marketing is no easy task. Therefore, those who do understand it, do it right. The email marketing myths listed above only contribute to losses and false perceptions. Don’t trust them blindly and test the waters for yourself to know what works best for your business. You might be pleasantly surprised.