Email marketing is considered to be one of the earliest digital marketing channels. But, certain brands hold misconceptions about it.
There are several misconceptions and myths surrounding email marketing effectiveness. Here are five common misunderstandings.
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1.The More Extensive Your Email List, the Better for Your Email Marketing Campaigns
Some companies new to email marketing believe in the myth of growing a massive email list and blasting messages to subscribers. But technology has advanced, and a targeted email list is crucial. Comparing the size of your competitor’s list is not a good strategy for email marketing.
A focused and personalised email increases relevance, resulting in professional-looking email marketing.
Email campaigns‘ effectiveness relies on the recipients’ engagement and willingness to take the intended action. A smaller email list with engaged subscribers is preferred over a more extensive list with little engagement.The more extensive your email list, the better! This is a common email marketing myth, especially with companies that are new to email marketing. Click To Tweet
To achieve optimal outcomes in your campaign, it is recommended to have an email list size of at least 1,000 individuals, as it provides a sizable sample for data analysis. Once you have the list and have sold products, calculate the revenue generated from your own and affiliate products.
Buying an email list to expand your audience quickly may be tempting, but it can harm your deliverability and brand reputation. Moreover, it can jeopardise your email account. Email clients like Gmail, Yahoo!, and Outlook do not appreciate accounts flagged as spam by the recipient’s spam filters, and your messages may end up in the spam folders. So, it is not worth risking your brand reputation, so avoid gambling.
Building your email list genuinely and organically is essential for a successful email marketing strategy. This way, you create a strong business relationship with your target audience. Doing so makes your brand a regular fixture in someone’s inbox, alongside important communication. This privileged position should not be taken lightly.
Buying and selling email addresses is legal, but sending unsolicited commercial emails is illegal. This includes large attachments or a series of messages sent without permission. This is considered spam and can harm your brand’s reputation. The same applies to messages sent through SMS or WhatsApp. Always get the person’s permission before sending marketing messages.
2. Your Email Subject Line Is Not Important
The subject line of your email campaign can determine whether anyone reads your message. You must ensure that it accurately reflects the content of your email. False promises about your products or services should not be in the subject line. If you’re not excited about your email, then nobody will be either.So the text of your email is as relevant as the image that accompanies it. Click To Tweet
Your email’s subject line is crucial. It needs to be short and attention-grabbing, especially for mobile device users. Avoid using spammy language and making it too sales-focused. A good subject line should excite your recipient to read your message. Remember, it’s the most critical aspect of your email.
Research shows that subject lines with 50 characters or fewer have higher open and click-through rates than longer subject lines. It is essential to carefully craft the subject line of your email newsletter instead of hastily choosing one.
Effective subject lines convey the potential for valuable content within an email, persuading the reader that the message may offer beneficial insights for personal or professional improvement. This may positively impact your conversion rate.
3. The More Images in Your Email, the Better
Images can convey information that can’t be communicated through text. Thus making messages easier to understand and look more professional. For example, their addition to the copy of a promotional email can lead to better email performance overall. Even the best copywriting skills cannot achieve alone!
To make email design accessible, you must include alt-text for informative images, such as those with product images or text, that accurately describe what the image contains or represents for those with visual impairments or other disabilities that may impact their ability to see the picture itself and understand its context within the content of the email message being sent out to email subscribers or potential customers alike!
Adding too many images to your newsletter isn’t necessary. ISPs block email images, making the text as important as any images. Stick to the 80:20 rule for your email content, with 80% text and the remaining 20% images.
To keep your email private from spammers, turn off images when sending emails for faster loading. Loading images lets a sender know you’ve seen their email without clicking on any links. Pictures turned off also help your email load faster on the recipient’s device, which is why some companies prefer plain text email.
4. Readers Unsubscribing from Your List Is Bad
If people are unsubscribing from your list, they are removing their email addresses from your mailing list. Your email marketing campaigns should always have an unsubscribe link so subscribers have the option. Losing a subscriber isn’t always negative.
When a reader unsubscribes from your mailing list, it might be beneficial. If your content is no longer relevant to a reader, they may unsubscribe. This can happen if you add the wrong people to a list that isn’t relevant to them. It’s like sending a dog owner information on where to buy fish food. HubSpot unsubscribed 250,000 people from their marketing blog and began sending fewer emails for this reason.Use the 80:20 rule, with 80% of your email content being text while the remaining 20% are images. Click To Tweet
Before deleting subscribers from your email list, you should analyse the email marketing metrics provided by your email marketing service provider (e.g. MailChimp, Campaign Monitor, etc.). Look for data about your unsubscribe rate, and wait at least six months before taking action with inactive subscribers.
Providing an option to unsubscribe can assist in managing and refining your mailing list. Maintaining a mailing list of only individuals who find value in your email marketing campaigns can be beneficial.
5. Consumers Are Drowning in Emails from Brands
Consumers receive no fewer than six brand emails per day. It’s essential to prioritise the consumer and be proactive. Though email marketing can effectively guide members of your subscriber list along the customer journey, avoid sending too many emails. Don’t risk losing a customer relationship by overwhelming them with marketing emails. Remember, email comes at a cost.
Brands send a lot of emails to consumers every day. Your brand must offer value to stand out in a data-filled world. If your email provides value, people will read it and share it. Deliver relevant content in every email to subscribers to stay relevant.
Don’t believe the email marketing myth that email marketing is dead. Email marketing is a powerful tool for businesses to stay connected with loyal customers and generate new opportunities. Despite common misconceptions, it is also considered one of the cheapest and most profitable marketing channels for your digital marketing strategies.
A study by McKinsey found that email marketing is significantly more effective in gaining new customers than X (Twitter) and Facebook’s combined effectiveness.
Effective email marketing can be difficult due to the prevalence of outdated advice and myths that shady email marketers use to misguide business owners.
Email marketing varies for each brand and may have different effects. It is important to research to determine how email marketing affects your specific business. Please let me know if you have encountered any misconceptions about email marketing.
For digital and social media marketing help or to learn more about the benefits of email marketing, please contact us on X (Twitter) at @ademolaabimbola or @mauconline.
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- How to Create an Effective Email Marketing Campaign
- How to Tell If Your Email Newsletter is Effective
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