Wednesday, 19 June 2019 10:22

Six myths about email marketing that you shouldn't believe

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Email marketing is essentially the simplest tool in a marketers arsenal, compared to the complexity of CPC, elaborate TV ads or social media campaigns. However, it is also one of the most effective, allowing high CTRs and ROI, it is also cheap and easy to implement.

Despite the simplicity of the format, there are still various myths circulating, which minimise the importance of email marketing. Many of these false notions are propagated by marketers who have not kept up with the times. Today we are going to look at the most prolific of these myths, and discount them.

Email marketing is dead
We hear this all the time from old school marketers, who simply are not aware of the effectiveness of the platform. Since 2014, email marketing has been the third most used strategy in marketing campaigns, in 2017 it was in fact the second most frequent. According to the Digital Agency Network in a recent study, 9 out of 10 companies said the found email marketing to be successful.

Frequent emails means spam
Too many people believe that if you send to often, your email is automatically counted as spam. This is simply not the case, the difference between spam and a well received missive is not quantity, but quality. If every campaign sent is informative and/or beneficial then readers will see this as a good service as opposed to a nuisance.

Unsubscribes are always bad
Many businesses believe that good databases are large databases, the more people you send to, the more likely a sale is, this is not strictly the case. Whilst there is an aspect of truth to this statement, it is not the most important element, quality is again key. You are better off sending a campaign to 100 people who want to hear from you, than 1000 who don't. If someone is no longer interested in your product or services, there is little point in sending them your latest offers, unsubscribes only serve to improve the quality of your contact lists.

There is a perfect time of day to send your campaigns
Whilst it is true that there are certain times of the day or week when your readers are more likely to interact with your emails, this time will vary vastly between industries and even between similar brands. As marketers, we need to understand our own audience. Testing and more testing is the best way to achieve this, experiment with different send times and compare your results to see when your companies “magic moment” is.

Lengthy subject lines are bad
It is absolutely true that the public have a short attention span these days, and your content will be skimmed over in all likelihood. This does not, however, mean that brevity is key. Attention grabbing headlines are much more valuable than short, punchy ones. You need to arouse the curiosity of your audience, and make them want to read the email.

Repeat messages are pointless
Many believe that sending the same message more than once is a sure fire way to have people hitting the spam button, but this is not true. People will often have good reason to pass on your email the first time round, this does not mean they are not interested. It is, of course, not best practise to employ this tactic with every campaign you create, but best reserved for crucial content that you want to get out there.

Here at BrotherMailer we are committed to making sure that our clients get the absolute most out of their email marketing campaigns. Get in touch today to find out more.