Are you nervous to get started with email marketing? Have you waded in the shallow end, unsure how to take things to the next level? We’re here to help! There are a number of reasons why marketers are afraid to take the plunge. Our goal is to debunk some of the common myths surrounding email marketing and encourage you to dive in!
Myth #1: Email Marketing is an Outdated Practice
First and foremost, while email has been around longer than most digital marketing channels, it is not by any means dead. In fact, email marketing averages an ROI of $38 for every $1 spent (DMA National Client Email Report 2015). And compared to other popular digital marketing strategies, it is one of the most effective in lead generation. According to Campaign Monitor, “Email is 40 times more likely to acquire new customers than Facebook or Twitter”.
So, if you have not yet introduced email into your digital marketing strategy, now is the time!
Myth #2: Sending More Emails Makes Consumers More Likely to Ignore You
Some marketers believe that sending more than one email per month will overwhelm and annoy their recipients. While we are not recommending daily emails (unless you are a major retailer with daily sales), it is beneficial to send more than one email monthly. According to Hubspot, “Sending four emails in a month instead of one doubles the number of consumers opening one or more emails, significantly increasing revenue”.
Assuming you have enough content and relevant information to keep your consumers engaged, we recommend increasing your number of monthly emails.
Myth #3: Short Subject Lines Always Lead to Better Results
Sometimes short subject lines are great. However, this is not a hard and fast rule. Actually, short subject lines with less than 60 characters increase open rates, whereas longer subject lines with more than 70 characters increase click rates (Hubspot). The trick is to test out different types of subject lines at different lengths. A/B testing is a great way to test which subject lines work better than others. Give it a try on your next email!
Myth #4: A Specific Email Can Only Be Sent Once
So you sent a really important email to your list and only saw an open rate of 25%. We have all been there before and it is a bummer! But Unbounce explains that you don’t need to bow your head and accept defeat. Instead, they recommend changing the subject line and sending the exact same email out again, one week later, to those who did not open it the first time. This will surely increase your open rate and ensure that more consumers read your important message.
If you need assistance with setting up or managing an email marketing strategy, please don’t hesitate to contact Informatics.
