With so much emphasis these days on social media marketing, as business owners we may be left wondering where email marketing ranks and what if any value it can provide for our growing businesses. We often hear snide comments about “old school email” in favor of more “modern” communication. Let’s take some time to identify and debunk a handful of common myths about email marketing.
1. EMAIL IS NO LONGER RELEVANT
Au contraire! This couldn’t be further from the truth. Although email communication predates social media by a couple decades it is still widely and effectively used as a marketing tool today. In fact, according to Litmus, email read time has increased by 6% in the past 6 years! Perhaps equally surprising, 77% of consumers choose email over any other marketing method. Only 9% of consumers prefer direct mail marketing – a very distant second place preference! Quantifying it, In 2011, email marketing was calculated as a 40-1 return on investment per dollar spent. Astounding.
2. UNSUBSCRIBES HURT MARKETING EFFORTS
This is simply untrue. In fact, when consumers unsubscribe they do you a favor by helping you tidy up your database so your email marketing efforts continue to be targeted and effective. Just take heed that your “Unsubscribe” link is easy to locate in your email so your email is properly unsubscribed and not mismarked as spam.
3. TUESDAY IS THE BEST DAY OF THE WEEK TO SEND MARKETING EMAILS
Myth! Keep in mind that every industry is different and consumers for each industry have different purchasing habits. When is your subscriber likely to purchase your product or service? Or better yet, when is your subscriber likely to realize their need for your product or service? Midday midweek? On the weekend when trying to disengage from work? Statistically speaking, email volume is greater during the work week as opposed to the weekend. Perhaps a weekend email would be less likely to get lost in the shuffle and better gain the attention of your consumer? Consider each of these aspects.
4. THE OPEN RATE IS THE MOST IMPORTANT METRIC TO CONSIDER
False. Formatting across devices can vary and create barriers for your recipient when viewing your email. Depending on the device, s/he may be unable to view your email in its entirety which can skew your open rate metric. Instead consider putting more analysis into lead generation and conversion rates from a given email marketing campaign – more insightful metrics for assessing the effectiveness of your email marketing efforts.
5. THERE IS A CORRELATION BETWEEN EMAIL VOLUME AND SUBSCRIBER ANNOYANCE
While in extreme cases this may be true (sending an email every day of the week might put even your best customers over the edge!) what your subscribers are looking for is value – this is why they subscribe in the first place. If your emails provide value your subscribers will appreciate them and are likely to engage. According to emarketer.com, sending relevant email content results in 39% open rates and increases revenue by 24%. Make your email marketing efforts count and don’t be afraid to send out that next email – you have an on point audience at your fingertips, hungry for the value your business provides!
If you have been stuck believing these common myths and could use a little help when it comes to your email marketing, give us a call and one of our experts can help come up a with a plan to ensure the best return from your email marketing efforts!