One of the oldest forms of online marketing is email marketing. Now, more than a decade old, this type of marketing is almost considered ancient in the digital world. Those of us that bclal In that time, many online marketers have learned to use it quite successfully. While over time, others who never quite got the grasp of how this marketing method works have helped create a number of misconceptions about this, one of the most successful digital marketing methods around. While some of these misinterpretations may have been grounded in reality at one time, recent changes now make these into unfounded myths.
1 – Trigger Words Get You Spammed
Email marketers are always being told that there are certain words to avoid at all costs when running an email marketing campaign. Such words include “free, cash, quote, or save.” Keep in mind that this isn’t a hard and fast rule, and while this might have been true a few years ago; back when email boxes seemed to be inundated with scam messages. But this is no longer the case. Spam filters have gotten very sophisticated and now better distinguish messages that are total spam from those marketing messages that readers actually want to read.
2 – Opt-in List Members Will Always Open Mail from You
Thanfully, you are now generating your email contacts through legitimate opt in programs. This is where readers have elected to receive mail from you. Still, it’s over reaching a bit to expect everyone on your list to open your mail. There are many reasons for this. It could be because:
– Some people think your emails are something they aren’t. This could be because they opened your first few emails, were disappointed with the content; or it could be simply because they just haven’t gotten around to reading your mail.
– The reader has become disengaged with your content. They have changed industries, moved, gotten busy, or simply abandoned the email address.
By monitoring your email engagement once in a while you can try to re-target your content to re-engage people. Then if a few still remain despondent you can clean your list of these recipients who show no response.
3 – Something is Wrong When People Unsubscribe to Your Newsletters
Actually, this could be good for your business. When someone unsubscribes to your service, it means your email list gets clean. A healthy unsubscription rate of between 1% to 2% can actually be a good thing. This way you won’t end up with a lot of frustrated email recipients, who complain about your emailing them.
4 – Email Doesn’t Offer Leads
Email is a slow persuader, but can also be a wonderful lead generator. Remember, emails are shared between friends and colleagues. A reader can forward your email to a friend who is not on your email list.
That’s why you need a lead generating call-to-action in every email you send, so that if it’s forwarded you can get them to opt-in.
5 – Marketing Emails Need to Be Graphically Designed
Sometimes it’s better that an email be simple and plain. Just plain text will do better at times than a graphic newsletter. When a recipient receives a plain text message, he doesn’t feel like he is being “Sold” on a product or service. This looks like something he would receive from a friend or colleague. You can say what you want, and the reader can read it. Certainly, a message that is also easier to create. Design elements take time, create freezes, and even prevent email messages from getting to their destination.
6 – Open Rate Metrics are Useless
While email open rate isn’t the tell-all sign of how successful your campaign is, this doesn’t mean you don’t need it. This rate is still important information as it tells you what type of person is most likely to open your mail and which isn’t. It can be used as a gauge when trying to compare headlines that are of more interest than others.
Email marketing is still one of the most effective online marketing methods used today. If you use other marketing methods to create interest in receiving your information and everyone on your email list has opted into receiving information from you, it can be very effective. You still need to make email information interesting enough to get a click through, or to get recipients to forward email to other users. However, its main purpose is to create branding and offer trust. Remember, if a consumer trusts you, he is three times as likely to buy from you