A myth, according to the Oxford Dictionary, is defined as “a widely held but false belief or idea”. I’m sure a lot of us have believed myths and even perpetuated some in our ignorance. Take for example the myth that you die if you eat Mentos right after drinking Coca Cola (you don’t, by the way).
Myths are unfortunate, but they pervade in every sphere of life and in every industry. The same is true when it comes to email marketing. It remains one of the most effective tools in a marketer’s arsenal, but despite its proven track record, misconceptions exist. Nothing in this world is perfect, and it is natural that tools like these are misunderstood.
In this blog post, we’ll debunk some of the most common email marketing myths which will help you make informed decisions and unlock the full potential of email campaigns.
Myth 1: Email Marketing is Dead
It’s a common refrain: “Email marketing is dead.” A quick Google search can quickly turn one hopeless as there are many articles claiming that it’s declining and on the verge of kicking the bucket.
In reality, email marketing is very much alive and thriving. Radicati Group’s Email Statistics Report 2020-2024 estimates that over 300 billion emails are sent and received each day globally in 2020 and is expected to grow to over 361 billion by year-end 2024.
With billions of active email users worldwide, email remains a cornerstone of digital communication. When executed properly, email marketing can yield impressive returns on investment, driving engagement, conversions, and brand loyalty.
Myth 2: More Emails = Better Results
Sending more emails does not necessarily equate to better results. In fact, bombarding subscribers with excessive emails can lead to subscriber fatigue and increased unsubscribe rates.
Instead, focus on sending targeted, relevant content to your audience at the right frequency to maintain engagement and maximize results. According to a report by DMA in 2015, segmented and targeted emails generate 58% of all revenue.
Myth 3: Subject Lines Should Be Clickbait
While it’s true that compelling subject lines can improve open rates, clickbait tactics are not the answer. Misleading or sensationalist subject lines may lead to higher open rates initially, but they can erode trust and credibility over time as you just end up disappointing the recipient.
It is a lose-lose situation when an email marketer makes this mistake, as it will destroy the reputation of the brand, which in turn will make recipients not take it seriously and eventually disengage. And you definitely do not want that.
Instead, be honest and focus on crafting clear, concise subject lines that accurately reflect the content of your emails and pique recipients’ interest.
Myth 4: Email Marketing is Only for Sales
Email marketing is not all salesy all the time. It can also be a versatile tool that can support various business objectives like building brand awareness and nurturing leads to providing valuable content and fostering customer loyalty.
Email marketing can play a role at every stage of the customer journey, helping them at every step of the way through personalisation. This diversification and personalisation, added with a genuine interest in the customer’s journey is highly beneficial. Remember, we’re building a relationship.
Myth 5: Email Marketing is Set-and-Forget
When dealing with people and trying to maintain a relationship with them, it’s understood that constant effort and attention is required. In the same way, best and effective email marketing requires ongoing attention and optimization.
Simply setting up automated campaigns and letting them run indefinitely definitely won’t yield optimal results. Email marketing and responses to emails should be constantly watched in order to make campaigns flexible, versatile, and more importantly, personalized. Regularly monitor campaign performance, analyze data, and experiment with different strategies to continually refine and improve your email marketing efforts.
Myth 6: Mobile Optimization Isn’t Important
Now that we have supercomputers in the palms of our hands, email marketing has long since entered the mobile phone era. With the majority of email opens now happening on mobile devices, mobile optimization is more important than ever.
Neglecting to optimize your emails for mobile users can result in a poor user experience, decreased engagement, and lost opportunities. It is vital to ensure that your emails are responsive, load quickly, and display properly on all devices to maximize their effectiveness.
If you’re not convinced, Campaign Monitor data shows that emails optimized for mobile devices generate a 24% higher click-through rate.
Conclusion:
By debunking these common email marketing myths, businesses can gain a clearer understanding of what it takes to succeed in the ever-evolving landscape of email marketing. This way, you won’t be stuck in a dark tunnel, but you’ll actually see the light at the end of it. By focusing on best practices, data-driven decision-making, and delivering value to subscribers, businesses can harness the power of email marketing to achieve their marketing goals and drive meaningful results.
Remember, it’s always good to question everything you know. And don’t let misconceptions hold you back—embrace the potential of email marketing and watch your campaigns soar.
