Email marketing is an affordable, simple, and direct way to engage with customers, increase sales, and boost lead generation. However, there are still a number of misconceptions surrounding it so we decided to debunk the top five email marketing myths.
1. Sending a lot of emails annoys customers
Contrary to popular belief, people aren’t actually flooded with emails from trusted companies. In fact, on average, 40% of consumers who receive brand emails are receiving no more than three per day, while 63% receive no more than six, according to figures from the Email Tracking Report by the Direct Marketing Association. While it’s true that customers can be quickly turned-off by receiving continual salesy or spammy emails, sending valuable content regularly helps keep you front of mind.
2. Don’t send the same email twice and always create fresh copy
Yes, it’s important to create fresh content, but as much as you’d like to believe that your subscribers are reading every email you send them – they aren’t. Resending your content to those who didn’t open the email the first time increase your chances of catching a few more prospects with the right message at the right time.
3. Everybody on your opt-in list want to hear from you
Chances are you’ve got recipients on your list who have never opened or clicked through any of your messages. Keep your list clean and up-to-date by removing those who’ve demonstrated disinterest and focus on those who’ve engaged.
4. Unsubscribes are bad
The common mind-set will lead you to believe that unsubscribes can only be a bad thing, but people unsubscribe for a reason, so don’t be disheartened when someone does, just take it as feedback for the next campaign you send.
5. Send your emails on Tuesday at 11am
How many times have you heard people suggesting the best days and times to send your emails? The problem with following the “best” time to send your email is that everyone else is also sending their email during that time. The best time to send really varies based on your list, so do your own tests to find the best results.