Email marketing is one of the best practices to hook your target audience to your brand. It is a terrific way to generate leads and convert your prospects. It has gained popularity in recent years, and almost all businesses regardless of their size, are all over it.
Building an email marketing strategy may seem to be very easy. Still, it involves building an email list of the target audience, optimising your emails for the highest open and click-through rates, and automating the process of turning prospects into customers.
Email marketing is not a new concept, but you still follow many practices that you should not. Several email marketing myths are out there that are not true, and you should not believe.
Many of you frame an email marketing strategy based on these myths and fail to derive maximum output. Following are some of the myths you must debunk if you are investing in email marketing.
Using “Free” word in the subject line will cause it to be marked as spam
Of course, language plays a paramount role when it comes to designing an email to attract your clients. Since the subject line is the first thing that people will read before deciding whether they should open it or not, you must use persuasive and intriguing words.
Undoubtedly, you will have to follow certain language rules, but bear in mind there may not be as many rules as suggested. The first myth you should stop believing right away is the use of “free” word in your subject line will make your recipients believe that the email is worthless to open and read and this is why they will mark it as spam or opt-out of your mailing list.
If you use words in the subject line and body of emails that are engaging to users, it is unlikely that those words will cause it to be marked as spam. Now you must have understood that you need to use words that increase engagement. If words like “free” drive engagement, you should not be afraid of using them. Here the key knows your audience.
Millennials do not want to subscribe
Some entrepreneurs think that they are not getting a great ROI because a large number of people are millennials, and they do not bother opening an email and reading it.
However, studies have revealed that millennials check their emails more than any age group. Not enough ROI may indicate that your strategy is weak. If so, you will not be able to build customer relationship across different channels.
If your target audience is millennials, make sure that your emails serve quality. If they are worth reading, the click-through rate will also go up.
If you fill their inboxes with a lot of emails, they will get bored of it and unsubscribe from your mailing list. As long as you focus on quality over quantity, you will likely get a higher ROI from your email campaign.
Email marketing is dying
Low engagement and frequent opting out of the email list can allow for an interpretation that email marketing practice is dying. When you find that you are not able to earn enough ROI from your email marketing campaign, you should redesign your strategy.
Here comes the role of personalisation. Not all customers have the same preference, likes and dislikes. Therefore you must send them personalised emails. So that the email marketing campaign to be successful, you will have to design personalised emails.
For instance, using the name of users in the subject line is an example of a personalised email. Moreover, it would help if you use the shopping behaviour of your customers. Make sure that you have tools to analyse how many users click your email and which page of the site they prefer to visit the most.
Try to design different emails based on the shopping interest of users. However, you can use this strategy to encourage them to try other products too. This entire process is called an email optimisation. It will delight your customers, and as a result, ROI will go up.
The more email you send, the more you will annoy your recipients
Email frequency is a debatable topic and research has found that it has become one of the significant reasons why people opt out of your mailing list but do not let it make you feel that you cannot send more than one mail weekly. Of course, you need to set a limit because otherwise there will be a flood in their inboxes.
Nobody wants to hear from you every day. There is no hard and fast rule that you should send one email daily or alternate days. To make the most of your email campaign, you need to send an email when people need it.
For instance, if you keep sending emails to update them about discounts on your product, they will not bother about them. It is because they will not need it every other day, but providing discounts during the festive season can invite a lot of people.
Similarly, some financial companies run the email marketing campaign during the festive season when people often need money. Considering the recent scenario, some financial companies are offering a rebate on the interest rate of fast loans with no guarantor during COVID19 pandemic.
It is the best time to email campaign to tell people that they can get money at lower interest rates if they are struggling to make ends meet due to hit by COVID19 crisis. It is crucial that when you send emails – whether daily or weekly – you plan the best time to run it.
You cannot send an email twice
Many entrepreneurs think that you cannot send an email twice. Of course, you do not need to repeat it the next day, but it does not mean that you can send it over again. If you analyse how many users have opened your email, you will find they would likely be 25%. It means 75% of recipients do not read your email.
To maximise ROI, you will have to make sure that everybody reads your email. It is possible that the 25% recipients who have read your email did not want to buy your product, and the rest who did not even bother to click the email would need this product. If you do not send over the email again, you will miss out on them. Consequently, you will end up making profits.
The best time to send emails is a weekend
Some marketers think that the best time to send email is weekends because people are not busy at their workplace and hence they are more likely to pay attention to your emails. Well, neither weekdays nor weekends are the best time to send emails.
The best way to decide the right time to send email is analysing when most of your recipients open your email. If they do so in the evening, make sure that you send the email in the evening only. So they could get to know about it as quickly as possible.
So, the next time when you run an email marketing campaign, debunk these myths.