Email marketing has been around for a long time, making it prey to myths about how effective it really is. The truth is, there are many misconceptions about email marketing that are absolutely invalid. ImageWorks is here to help debunk these common email marketing myths for once and for all.
Myth #1: The world is over if someone unsubscribes.
We understand that every email you send is a well-crafted and content rich piece of art tailored just for your readers. Unfortunately, people will unsubscribe from your email list no matter how amazing your emails may be. Before you to start to cry over a love lost, consider this: they did you a favor. As hard as it is to hear, these people don't want to hear from you and therefore are helping you to clean up your email list. They would have never become a lead and may have eventually incorrectly marked you as spam. Instead, consider the unsubscribes as a good thing, and move on.
Myth #2: Certain trigger words will mark your email as spam.
Let's face it, spam happens. However, spam filters now are so sophisticated that they won't trigger based on a few potential trigger words. Spam filters look at a long list of criteria before marking your email as spam. If you send a legitimate email, with valuable content, chances are you will avoid the wrath of the spam filter.
Don't forget, if you send commercial emails you should read through the CAN-SPAM Act of 2003.
Myth #3: Email is a very small part of the lead generation process.
A common misconception is that email marketing doesn't help to generate new leads. This couldn't be more FALSE. Sure, you may be marketing to your current qualified leads, but you are also appealing to potential new leads. Consider sharing completely new offers with your subscribers in order to upgrade subscribers already in your database.
All of your emails should be optimized for sharing, in order to get the most of of your email marketing campaign. People love to share emails, and when they share it creates opportunity for new leads.
Myth #4: Every email should be long and look sophisticated.
Many marketers feel like every email they send must have images, videos, links and tons of design elements. Sometimes your emails can be plain, we promise. In fact, a plain text email allows the reader to get the most out of your content, without distractions.
Another point to remember is that emails with all of the bells and whistles can be more difficult to render depending on the recipients email server and settings. Don't worry, you can occasionally spruce up your emails without fearing a dismal click rate. We recommend doing an A/B test to analyze the difference in open rates.
Myth #5: Every email must have unique, original content.
Don't get us wrong, all of your content should be awesome and awe-inspiring. Try including a mix of content in your emails, including newsworthy articles as well as original content and offers. The best way to keep your prospects interested is by offering information that they will appreciate and deem relevant. By sharing these resources you will establish yourself as a leader in the industry and help to develop a relationship of trust with recipients.
Know any more common email myths? Feel free to comment!