Before we discuss the common email marketing myths, let me share with you few common past myths:
Do you know?
There was a time when people believed that the earth was flat!
Then there was also a time when people believed that the sun revolved around the earth!
Do you know what these were?
Were they facts? No Sir!!
These were MYTHS!
People didn’t reason with these facts and continued to believe them. These myths stood as an obstruction between humanity and progress until they were put to rest.
Unfortunately, email marketing too fell prey to some myths.
With time, even email marketing myths grew into the vast web of exaggeration and false notions.
We listen to a statement, and we start believing it; that is how a myth is created. People don’t reason with them.
You have believed email marketing myths such as “the best day to send emails is Tuesday” and “subscribers are more active on Thursdays.” However, some myths are debatable. For instance, “email marketing is the best marketing strategy in current times!” Such statements come from success stories of businesses. Therefore, it’s neither a myth nor a fact; it’s a reputation that email marketing earned. However, you should remember that what may be beneficial for a business, may not work for you!
This article is not about such debatable topics. It is about debunking email marketing myths that you have believed so far.
Why is it important?
The email marketing myths have been preventing you from utilizing this incredible strategy fully.
It’s time to deal with some of the email marketing myths with logic and see it in a different light!
Myth 1: Customers get annoyed if you send them more emails!
According to Kentico Email Marketing Survey, users mark emails from a particular sender as spams when they receive their emails too frequently.
So does it mean that you can’t send two or multiple emails per week to your subscribers?
Relax, you can!
Don’t let that information fool you.
Kentico Email Marketing Survey conducted the study on a limited number of users. Therefore, you should not consider the study as a benchmark.
It’s true that email frequency plays an important role in email marketing. However, relevant email campaigns are more important.
In simpler terms, your subscribers are more interested in relevant emails than the frequency.
Take a look at the figure given below.
This figure shows the result of a research conducted by eMarketer.
You can see there is a visible improvement in the open rates. Relevant content can also help you get more attention from your subscribers.
Additionally, relevant emails can also help you get new orders and new subscribers as well.
Myth 2: The most important metric is the open rates!
When you see your open rates soaring high, you get convinced that your email marketing campaigns have paid off.
However, when you look at a depressing trend in the open rates, you get confident that your email marketing strategies have failed!
So is it just the open rates that decide the success or failure of your email campaigns?
The answer is No!
Open rates are not the MOST IMPORTANT METRIC!
While getting your emails opened is fantastic, the click-through rates are more important.
Open rates will just show you who have opened your email. The click-through rates will help you understand how productive or actionable your email was.
Have a look at the figure below.
The figure below shows the email marketing metrics that businesses usually track.
You can see clearly that click-through rates are more important than the open rates.
The figure shows the result of a survey conducted by Marketingsherpa.
Myth 3: Young generation uses mobile to check emails than the older generation!
It’s true that emails are being mostly read on tablets and smartphones. It is convenient and comfortable. But, if you have been working on your emails keeping in mind the younger generation, then you have been wasting your time!
The fact is people who fall in the age group of 30 to 44 years mostly use smartphones and tablets, according to Hubspot.
As a matter of fact, people of various age groups contributed almost equally to the increasing usage of tablets and other smart gadgets.
You need to make sure that your demographic segmentation for email marketing is not just based on just one specific age group.
Myth 4: Email marketing is dying!
When you search Google using the words, “Email Marketing is dying,” you will see 1200000 results!
However, when you go deeper into the sources, you will know that EMAIL MARKETING IS NOT DEAD! In fact, it’s evolving and engaging more users worldwide.
According to a poll conducted by ExactTarget, the majority of people said that email is the most preferred permission-based medium. ExactTarget asked people of various age groups.
Emails are preferred even more than Facebook!
This figure below shows the results of the poll that was conducted in the year 2012.
Over the time, the popularity of emails grew.
Radicati Group conducted a study that says by the year 2020 the total number of email users will reach or exceed 3 billion!
Today there are over 2.5 Billion email users.
Email marketing is still alive and kicking! Email marketing offers benefits like high ROI, greater reach, personalized approach, and time-efficiency. These incredible benefits of email marketing as a must-have tool for marketers.
Myth 5: Subscribers respond most to informative content
You have been sending emails to your subscribers, but they are not engaging.
Worse, some of them even unsubscribed you!
Your emails are informative and have sufficient data to back it up. In spite of that, why are your subscribers not engaging with your emails!?!
You have been focusing just on making your emails informative!
But, you need to understand what your subscribers want!
You should remember that different users have different levels of motivation to open emails.
Subscribers are only interested in what is useful to them.
For instance, some may be interested in offers while some may want to know more about your service or product.
Take a look at the figure below.
The figure shows the results of consumer view report by Blue Hornet.
You can see that subscribers are more interested in discounts.
A good percentage of people have also shown interest towards exclusive/tailored offers.
Myth 6: The best time for sending out marketing emails is morning!
You have been sending out emails in the morning regularly. However, your subscribers are not engaging with your emails.
The first thing that your subscribers see in the morning should be your emails!
You know that your subscribers check their smartphones as soon as they get up. Therefore, morning is the best time to send out marketing emails!
It is a common notion that has been there for a long while.
What is the best time and day to send out emails? Is there any? There are many studies that suggest a particular time and day where emails get more response. It’s good if you know what time and day are ideally considered as the best.
You need to understand that not all your subscribers check emails in the morning.
Some check emails on their way to the office, some after they reach their desk.
According to MailChimp, most of the email users check their email around 1 pm!
You need to understand that every database behaves differently and optimize your strategies according to the behavior of your subscribers.
You can see in the graph given below that the percentage of people who open their emails in the morning is not the highest!
Myth 7: You cannot send an email twice to a subscriber!
You send out an email to your subscribers, but it failed to perform well!
You think that all your effort that you had put in creating in that email went in vain.
So why can’t you send the same email again to your subscribers?
You need to understand that when an email campaign doesn’t perform like you were expecting, there could be various reasons.
For instance, your email may have bounced, some of your subscribers were too busy at that time, or some may have accidentally deleted it!
There is no harm in sending an email twice.
You can change the subject line to make it more alluring.
Myths usually work against your belief system. They affect your understanding of a particular thing and prevent you from exploring it further.
Even if you start believing in any of the email marketing myths mentioned above, it can hinder the effectiveness of your marketing strategies.
Competition never rests, and you cannot just afford to overlook specific marketing tactics just because your colleagues or competitors believe they are ineffective!
Now that a few myths are debunked supported by the email marketing facts, you know that email marketing is not dead.
It is your responsibility now that you don’t let your email marketing strategies suffer by still believing in the myths.
On a lighter note, not all myths are horrible! Drinking 6 liters of water can be good for you!
Let us know what you think about the seven email marketing myths.
It would be great if you can tell us about more email marketing misconceptions in the comments!