8 Email Marketing Myths
Do you know that ROI of email marketing is higher than ROI of other marketing channels? Social media is snapping and slavering at its heels but still can’t produce the desired results. Many businesses rely on email marketing to boost sales. Why not you? Let’s investigate the myths associated with email marketing in detail.
The Number of Customers Makes the Difference
Many online business owners mistakenly believe that the number of customers can increase value. Therefore, they make efforts to collect as many sign-ups as possible. The truth is that excessive concentration on collecting sign-ups and expanding the list of subscribers hamper them in serving the existing customers. This is a wrong strategy as existing customers are the source of revenue while collecting as mush subscribers as possible can be a counter-productive activity. The outcome is that a shortlist of actual customers results in higher ROI is compared to thousands of inactive subscribers. Focusing on your actual subscribers can boost your revenue.
Mind Open Rates
The analysis of open rates is essential when evaluating the effectiveness of your marketing campaign. However, other metrics must be considered as well. Focus on the open rates as the factor making the major impact on your decisions is inappropriate. The objective of email marketing is to motivate potential customers to make the required actions. The fact that they open your email doesn’t mean you won. Your major target is the increase in conversion rates. Remember that when developing your email marketing campaigns.
The Best Day and Time for Sending Emails
Many business owners believe that if they send an email on Tuesday or Wednesday morning, they can reach their potential customers. In fact, the time and date don’t matter if you can offer the real deal. There is no best day for the perfect outreach because each industry or target audience is different. What really matters is testing your campaigns and sending emails on different days to understand your target audience better. A detailed targeting brings better results than following the conventional wisdom of applying to customers at the appointed time.
Never Send Twice
There is an opinion that sending the same email twice is counter-productive. This is another myth associated with email marketing. Meantime, the chances that your subscribers didn’t read your email are high. By sending emails many times you increase the likelihood they reach your target audience.
You Must Remove Inactive Users from the Subscribers’ List
Almost all marketers probably come across subscribers who subscribe to get free options but never participate in the activities that you propose. Removing them seems to be logical. However, this could be a mistake. What you need is to motivate them by using triggers such as short emails targeting their re-engagement or offering incentives to wake them up and encourage acting.
Keep It Short
There is a notion that people are too busy to read your emails. The likelihood of reading short stories is higher if compared to the long-reads. For this reason, many marketers believe in magical power of short stories. The truth is that the success of your email marketing campaign doesn’t depend on the length of emails. As a rule, format, patterns, and design play a key role. Also, the way you get connected with your recipients and the value you provide is essential.
Automated Emails Lack Personalization
Emails automation helps increase potential customers outreach and reduce the costs spent on acquiring new followers. Robots make the process easier but many think that this approach isn’t personal enough. However, these emails are customized and target different types of customers. Even if you use automated emails, your subscribers can still respond to your call to action.
The Increase in Number of Emails Sent Leads to Higher Rate of Unsubscriptions
Sending several emails to remind about your company is a good idea but sending spam isn’t something you should do to increase your conversions. The fear that potential customers can unsubscribe prevents marketers from sending multiple emails. Hence, there must be a balance. To avoid high unsubscription rate, send emails that are necessary at the moment.
Here we tried to unveil some myths related to the use of email marketing. We hope that our insights will help you develop the right email marketing strategy and increase your conversion rates.
Originally published 2021.01.11 , updated 2021.01.19