As Email Marketing continues its rapid expansion, marketers strive to adopt new strategies and best practices for optimal conversion rates. However, amidst the evolution, certain myths persist, creating misconceptions among marketers. In this article, we aim to debunk six common email marketing myths, paving the way for a clearer understanding of this dynamic marketing channel.
There Is an Email Overload
Reality: In reality, there is no email overload. Subscribers selectively opt-in to brands they trust and manage their subscriptions effectively. According to a report by Alchemy Worx in 2013, 60% of subscribers received less than six emails per day from their trusted brands. While the three-second rule still applies, browsing through curated emails is far from overwhelming.
Best Time to Send Emails
Reality: Contrary to the belief in a universal “best time” to send emails, the ideal time varies by industry. Approximately 85% of emails are opened more than two days after delivery. The success of email campaigns depends on factors such as subject lines, past email behavior, domain reputation, email frequency, and permission-based emailing.
Defining Inactivity Too Soon or Too Late
Reality: Defining inactivity is crucial, but sending emails repeatedly to truly inactive subscribers harms domain reputation. Adapting email frequency based on subscriber behavior, especially during peak periods like Christmas, is more effective than adhering to rigid definitions of inactivity.
Consumers Easily Mark Emails as Spam
Reality: While consumers may mark emails as spam, it’s not a common occurrence. Subscribers usually avoid marking emails from trusted brands as spam unless inundated with unsolicited emails. Less than 1 in 2000 email consumers will mark an email as spam.
Shorter Email Subject Lines Win
Reality: Contrary to the belief that shorter subject lines are more effective, recent reports suggest that subject lines with 50 to 70 characters perform better than shorter ones. Symbols and longer subject lines are emerging trends in email marketing.
Spam Keywords in Subject Lines SPAMS!
Reality: The impact of “spam keywords” on email deliverability is minimal. Utilizing words like FREE, DISCOUNT, SALE in subject lines does not significantly increase the likelihood of emails ending up in the junk folder. Domain reputation, content relevance, and a clean email list play more significant roles in avoiding spam designations.
Conclusion:
Email marketing thrives on approaching target audiences with relevant content and permission. By dispelling these myths, marketers can navigate the email marketing landscape more effectively, leading to increased opens, conversions, and clicks.
