▷ STOP! 6 misconceptions about email marketing
Email marketing has always paid off in sales prospecting to drive website traffic and generate leads. But there is a lot of bad advice that often goes around and confuses most marketers…
“Too much email kills email”, it annoys users!
Have you ever heard that customers and/or prospects get frustrated when they receive too many emails from the same brand? If this happens often, it is far from common. Do Internet users receive emails from brands they like? Are the emails relevant to their interests? Ask yourself these questions first, then try to focus on both quantity and quality of emails.
All Internet users react differently to the amount of messages they receive, so each company must find its own sending frequency. Admittedly, this is quite a time-consuming task, but the bounce rate (or bounce) will guide you in deciding how many emails to send per user.
If you have more than one person asking to be removed from your mailing list, you need to change your strategy… and fast! Also, before sending your email, make sure the subject line and content are different and personalized!
Above all, to keep subscribers who are considering unsubscribing from your list, give them the option to reduce the number of emails they receive instead of unsubscribing altogether.
Database effectiveness can be tested with a small percentage of your mailing list
In the testing phase of an email campaign, samples should be large enough to better reflect all actions that list subscribers can take. Unfortunately, because there are so many variables unique to each email marketing campaign, we can’t give you a percentage of subscribers to check exact results. It’s up to you which parameters to consider in your campaign.
Remember that the accuracy of the results mainly depends on the size of the test group!
Never send the same email twice
Hmm, bad idea! Why? Although sending an email twice may seem unnecessary, it is effective in doubling the impact. Also, it requires minimal effort and saves valuable time for the business.
But please wait 48 hours before sending the second email again. Change it slightly in terms of content (location, image) and change the subject of the email. And above all, send the second email only to recipients who haven’t opened the first!
Emails should be short
Not all emails are necessarily built on the same model:
some do better when kept short, while others require more content. The length of emails should be flexible depending on the message you want to convey. If your topic or offer is more complex than usual, your subscribers will be more likely to scroll down the page in search of additional content.
However, no matter how long your email is, each one has elements like a call-to-action button.
Another tip for expanding the content of your emails is to include your latest products, best sellers, and favorites.
Send monthly newsletters
This is perhaps one of the classics in terms of the most common misconceptions in email marketing. Some companies have mastered this strategy of sending out a newsletter on a monthly basis, but unfortunately, over time, it has failed miserably. Indeed, customers prefer to buy new products regularly rather than once a month, so yes, this method is outdated.
Instead, consider creating emails with lighter content while increasing the frequency of sending.
Open ratio is the most important metric to watch
Some consider the open exchange rate to be the most important and reliable factor when it can be misleading:
- Most ISPs (Internet Service Providers) report that the message has been read after the images are uploaded. However, subscribers using Outlook have images blocked by default. Outlook users can preview messages without clicking to open them. Then the email will be treated as never read;
- The default for many mobile devices is to display emails in text format. Since the images are not uploaded, the open prices reflect a much lower number than they actually are.
Now that you know the main common misconceptions in email marketing, it’s time to create or adjust your email campaigns. You can also learn how to strengthen your digital marketing strategy. Discover this certification course to grow your business with web marketing.
